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