TO GET STARTED WITH
Steps you must take to transition to
omni-channel marketing at work
This is how a company gives consumers a truly continuous experience.
The root of the word “omni” means “all” or “universal.”
What is omni-channel marketing?
Many companies focus on maximizing the performance of individual marketing channels.
This is a multichannel strategy.
They often structure their organization into “swim lanes” focused on each channel.
Each “swimmer” has its own reporting structure and revenue goals.
The swimmers may train and work together to help the others succeed, but they still compete against each other in rankings and stats.
The swimmers (each marketing channel) are in a relay race and must work together to succeed.
It puts the consumer at the center of its strategy.
The key to omni-channel marketing is that a consumer's digital interactions with a company directly affect their experience with the company in person, and vice versa.
Omni-channel marketing is about eliminating marketing siloes and focusing on the full consumer experience.
The customer won’t see the same ads as they did before the purchase.
All marketing is immediately shifted from top-of-funnel to retention.
promotional offer presented online is automatically applied.
When the customer completes the purchase, the second
At the store, the salesperson is immediately able to view the lead’s customer journey — every interaction the lead has had with the company thus far — and continue the process in person.
They visit a landing page for the new product and
receive a new promotional offer.
Instead of buying through the website, the lead decides to visit a physical store.
The potential customer clicks on a CTA for a product that’s an upgraded version of what they were originally interested in.
A day later, as part of an email nurture campaign, they receive a whitepaper that details key features of the original product and similar products.
They click the ad and are taken to a landing page.
On the landing page, they enter their email address into the contact form.
When they go to Facebook, they see a retargeted ad with that product and a promotional offer.
They leave your site without making a purchase.
A lead visits your website and looks at a particular product.
Here’s an example of omni-channel marketing at work.
All marketing will focus on continuing the relationship with the customer:
Analyze your data.
Conduct surveys to ask directly.
Integrate your channels.
Store all your consumer data in your CRM platform.
Invest in a customer relationship management (CRM) platform that is cloud-based.
Teams from anywhere can securely access information anytime, from any internet-connected device
All approved employees can immediately view the entire consumer journey — in real time.
Allow consumers to use the channels best suited for their particular situation.
Metrics and reporting allow companies to deliver more personalized interactions and service throughout
Deliver answers or help immediately.
Update it as often as possible.
It’s instantly updated
Technology that works in the cloud means:
Figure out which channels your consumers are using to interact with your company.
Be present and active on the most important channels.
There are steps you must take to transition to omni-channel marketing.
Omni-channel marketing is only available to companies that invest in powerful technology and make the effort to analyze data. It is a primary driver of the evolved consumer experience and will help your company encourage sales and loyalty.
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