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10 Keys to Omnichannel Marketing That Provide Solutions
By using omnichannel marketing you will be able to get to know the customer in greater detail, optimize the use of technologies and communicate better with them through different platforms.
But let's start by defining what omnichannel marketing is.
OMNI: Prefix element of Latin origin that enters the formation of names and adjectives with the meaning of 'totality'.
Definition of Omnichannel
According to Luxor Technologies the omnichannel is the integration of all existing channels in the market, in such a way as to generate paths that interrelate so that a client who initiated a communication through one channel of interaction can continue it through another.
The path that digital consumers follow to make a purchase has grown in complexity, as a result of the use of mobile devices, especially smartphones, and, along these lines, emerging channels, including social networks, are also becoming in key pieces of the daily life of consumers.
Difference between Omnichannel and Multichannel
multichannel consumers they reached our products and/or services through various routes and different paths and they did so according to their needs or according to the moment.
On the contrary, omnichannel consumers do it almost chaotically and at the same time; the omnichannel consumer expects the channels to follow him or her wherever he or she goes, they would like to start the purchase process online and finish it in the store but without starting the process all over again.
In multichannel marketing, communication with the consumer is established channel by channel, there is no coordination with other departments. While in omnichannel marketing, communication is established from all channels at the same time.
The challenges of Omnichannel
And it is that today, individuals have a series of platforms to browse products and consume content, from the well-known desktop and mobile web to dedicated mobile applications, as well as from the messages they receive through emails. even tweets on social networks.
In this digital age, when the buying process can follow too many non-linear paths, it's essential that online sellers can harness omnichannel marketing, connecting the dots across devices and channels to truly understand their customers. your target customers and how they browse and on what platforms.
A primary element of Omnichannel Marketing is the persistent recognition of consumers through these touchpoints..
In a recent report from the Winterberry Group, co-sponsored by Criteo, some 72.4% of marketers said their organizations actively seek cross-channel audience recognition as a key business priority.
The study also revealed that while these efforts are ongoing, marketers have a long way to go in perfecting their omnichannel strategies. And it is that only 6.7% are satisfied with the ability to use audience identifiers or attributes that appear in a channel for recognition, orientation and commitment through other points of contact.
Plus, there are a few things online marketers can do to advance their Omnichannel Marketing knowledge and skills in 2017.
Therefore, it is important that they consider some resolutions recommended in the report to lay the foundation for a successful Omnichannel strategy and, in this way, they can maintain the momentum of marketing on all fronts this year. These are:
10 Keys to a Successful Omnichannel Strategy
1. Personalize the omnichannel experience.
With a defined buyer profile, a lot of data is outlined to determine what their consumption behavior is. So you can understand what to offer your customer, when, and how to anticipate their purchasing decisions.
2. Unify messages on the omnichannel platform.
The information that navigates the different channels must be coherent and precise. The customer must be met with a cohesive message regardless of the platform they choose to connect with the company and make their purchase.
3. Integrate all contact points.
All platforms must be fortified with true information, with special attention paid to avoiding any gap between physical stores and the online brand. The synchrony between offline and online channels is the strength of omnichannel.
4. Implement an omnichannel solution.
The best way to achieve an omnichannel business is through a comprehensive and easy-to-use solution, such as Cutyurls , designed to solve omnichannel in retail. For example, it allows managing costs and delivery times, product availability, means of payment, and simplicity in the exchange and return processes.
5. Apply omnichannel marketing actions.
Stores, their websites and social networks are fertile ground for applying an omnichannel marketing strategy. For example, loyalty programs are proposals that play in favor of a reward for customers who choose the brand, so they are options that favor the relationship and encourage loyalty.
6. Provide a good shopping experience.
In the current context of the retail industry, the consumer experience is at the core of omnichannel. For this, it is essential to focus on quality standards that extend through all channels in an integral way.
7. Measure the results.
Collecting data and crossing the information from the different channels are actions that work based on optimization. It is essential to measure the results obtained and integrate all the information to make strategic decisions within the business organization.
8. Know your customers
The first step marketers must take in their omnichannel strategy is to improve their ability to recognize consumers across channels and devices. According to the Winterberry group, 40.3% of marketers believe that better recognition would drive omnichannel marketing efforts for their organizations.
Email can be a useful starting point to enable cross-channel audience recognition. Its versatility, addressable data set, and data-rich features provide marketers with a treasure trove of data.
When paired with other unique identifiers like IP addresses, email data can help marketers match users across devices and channels, creating new opportunities for targeting.
9. Optimize and integrate technology
Once marketers have this data, they need to optimize their internal tools and practices to use it most effectively toward marketing goals.
Winterberry's report revealed several areas where further progress is needed to implement omnichannel marketing efforts within organizations. In particular, marketers report greater integration of existing marketing technology (49.3%) and better internal data management (37.3%), which would help them achieve their omnichannel marketing goals.
But marketers need to make sure the technology tools they use today integrate with supporting tools like CRM systems and email databases to get a centralized, holistic view of consumers, including their offer and interaction history.
The structures that separate disparate tools and data stores need to be broken down, allowing them to communicate with each other transparently and securely.
By making data and tools more seamless and connected, marketers will be better able to recognize patterns across multiple touchpoints, match users with the devices and channels they use, and inform content and offers accordingly. .
10. Communicate and collaborate
Similarly, vendors must break down any structure that inhibits communication between their internal departments and teams.
While a structured organization with different teams working on different projects can be very efficient, marketers need to make sure that these teams are also working together on global campaigns.
In fact, 28.4% of marketers see communication barriers as a challenge limiting their success in omnichannel marketing.
Regular departmental meetings, frequent dialogue, and open channels of communication can ensure that the entire marketing department is aligned and working toward a common goal.
As more internal collaboration is fostered, marketers will produce more cohesive campaigns that deliver a consistent message across all digital channels.
The benefits of collaboration can even go beyond marketing objectives to foster a positive work culture and elevate marketing and its role throughout the company.
Benefits of omnichannel
The trends that define the future of digital marketing with the consumer experience in the spotlight are marketing automation that favors personalized connection with customers, the rise of new social networks, more efficient mobile devices and omnichannel that optimizes communication and integration of all channels.
The omnichannel experience between the brand and the customer brings numerous advantages for businesses, including:
Facilitates and improves information management.
Expand the ways to reach the public.
Define the target customer profile.
Create an optimal shopping experience.
Therefore, omnichannel is key to project sales strategies. If the business is already up and running, it is time to evaluate how the channels are integrated and what is the shopping experience you are offering your customer.
Establishing a solid foundation for Omnichannel Marketing today is critical, a priority, as the consumer's path to purchase will only become more complex in the years to come, and only by practicing the resolutions recommended above will omnichannel marketers have a solid foundation for build and be poised for success in 2017 and beyond.
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