1. internetsearchinc.com
Tips to Boost Your Omni-Channel
Marketing
Zahoor
Marketing is changing at its fastest pace ever with the emergence
of mobile devices influencing consumer behavior in online and
offline marketing channels. Top ecommerce businesses are moving
away from bulk, “push”-based marketing to a more personalized
approach that identifies with b2b & b2c customers, through several
channels and devices. The effectiveness and return on advertising
spend (ROAS) of print media, television ads, and batch and blast
email campaigns are declining. There is a huge opportunity for
omni-channel marketers since consumers are already engaged on
multiple channels from email, social media to direct mail and
interactive signage in retail brick and mortar stores. A lot of top
ecommerce companies including Wal-Mart, Target, Nordstrom,
Neiman Marcus, Apple, Sephora, Home Depot, Walgreens and
more have already established robust omni-channel marketing
plans.
The term “omni-channel” may be a marketing buzzword but it refers
to a major shift: marketers now need to provide a seamless
experience, regardless of channel or device. Omni-channel
marketing simply means that your business markets across as
many channels as it can to reach the target audience. Every
channel – brick-and-mortar stores, print, direct mail, online
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2. websites, mobile apps, email, social media and so on, present an
opportunity for omni-channel marketing.
Omni-channel marketing is viewing the experience through the
eyes of your customer, orchestrating the customer experience
across all channels so that it is seamless, integrated, and
consistent. Omni-channel expects that customers may start in one
channel and move to another as they progress to a resolution.
Making these complex ‘hand-offs’ between channels must be fluid
for the customer.
Single dashboard for all your omni-channel marketing1.
Personalization using marketing automation2.
Engaging the customer in their preferred channels3.
Customer segmentation4.
Data driven marketing5.
Improving the customer experience using A/B or Multivariate
Testing
6.
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7. Single Dashboard for All of Your Omni-Channel
Marketing
Building a single profile of your customer is one of the most
important steps in an omni-channel marketing strategy. However, it
can be the most challenging. Shoppers are interacting with your
brand from various channels. So, marketers must build a customer
profile that makes available a complete picture of a purchaser and
helps them develop a complete customer experience.
Personalization Using Marketing Automation
You must use different types of content to interact with all
ecommerce shoppers. Therefore, keep developing towards
personalized efforts. This includes potential shoppers who are only
browsing and those who have chosen stuff for their shopping cart
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8. but has not completed their purchase yet. You should create
personalized content/messaging that addresses the particular
shopper behaviors of your target market.
For example, if you are trying to rekindle the interest of a former
customer, your email ad would be much different than if you are
targeting a customer who left stuff in their shopping cart without
completing the transaction. The more personalized your message
or advertisement to them, the better rate of success you will have in
completing that transaction.
Engaging with Customers on Preferred
Channels
Customers use multiple devices for a single transaction. Marketers
must keep all their channels such as brick-and-mortar stores, print,
direct mail, online websites, mobile apps, email, or social media
open for customers to engage with them so that brands provide a
great customer experience.
Ensure that you can listen and respond to these customer
engagements. For example, an online retailer must strive to keep
items in a cart across devices such as a smartphone, desktop
computer, tablet, and/or a laptop.
You will drive customers to brick-and-mortar stores from
ecommerce channels and vice versa. When you make your brand
available on all channels, it gets publicized more. Omni-channel
customers want many options to connect in a convenient way with
your brand anytime.
Customer Segmentation
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9. Segment your audience based on your data points. Determine
which data points actually help you better understand your
audience. Using automation marketing, you are able to capture this
data to create very rich profiles consisting of information about
customers and their journeys– you can also build relationships with
companies such as Acxiom or DSPs to add intelligence to your
data.
For example, iOS users who work in the technology industry and
are within the age range from 25 to 35 are more likely to buy
iPhone or related products based on technical specifications. If you
find out you are marketing to that target audience, you may
highlight the technical specifications in your landing pages and
nurturing strategy.
Data Driven Marketing
Data is obviously huge and also omnipresent. Before you begin
your omni-channel marketing approach, you must have a correct
data strategy in place so that you can gather and gain insights from
the data. Use tracked and measured data to make your marketing
more successful and to increase your return on investment (ROI).
There are various analytic tools for small and medium businesses
to track habits of individual campaigns along with response of real
people over time. If you gain more data, your messaging improves.
You can then create appropriate content/messaging by channel.
Improving the customer experience using A/B
or Multivariate Testing
Often review the customer experiences in order to research, buy,
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10. and connect with your brands. Also, test the customer experience
by placing orders, engaging by means of every available channel,
submitting a support case, and so on. Get some internal and
external testers on board to test the customer experiences
whenever you can. Initiate A/B testing (split-run testing or
multivariate testing) for any new campaign you setup. Learn about
multiple channel engagements. Test and improve again and again.
Make sure that every action that the customer does throughout
their purchasing journey isn’t affected by any difficulties. Also, make
sure the customer experience is satisfying.
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