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Omnichannel Marketing, Personalization and Your Brand

nikalabs - February 14, 2017 - 15 comments

Seventy-one percent of marketers believe that the proliferation of customer touchpoints has led to increased customer expectations for personalized, relevant experiences across channels, according to an Adobe study.

TechTarget defines omnichannel marketing as: omnichannel is a multichannel approach to (marketing and) sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store. Ultimately, to meet the reality of our now living in an omnichannel world, companies need to make sure that their brand is active and consistent across marketing channels.

Personalization and Omnichannel Marketing

Marketers and businesses have never had more data at their fingertips than now. The ability to target potential customers with the customized messages across channels has exploded over the past few years with everything from ad targeting, remarketing and on-site content customization based on a customer’s interests and affinities. Data is increasingly being collected from wearables and IOT usage, providing real time customer data.

But, there’s a fine line between useful and downright annoying. For example, several of our clients have recently expressed frustration with Amazon’s remarketing ads for (already purchased) surprise presents, which children see while using the same device! So what’s the solution? Companies need to be smart about the data they collect and not waste customers’ time or trust. Customers are going to begin engaging more with brands based on positive experiences that are customized toward their own preferences.

Good Omnichannel Marketing Requires

  • A unified front (messaging, imagery, attitude) online and in person. It’s hard to get noticed in today’s competitive landscape. Once you establish a brand that resonates with customers, make sure it is carried through in every possible customer touchpoint.
  • Integrated data – It’s not uncommon for companies and marketers to have five or more types of analytics on their websites that may be redundant. Apart from negatively impacting site load time, ask yourself if you need every marketing analytics suite demo that comes your way. Measure what you need and use what you measure with a platform that pulls together offline and online metrics. We like Google Analytics and its integrations with offline systems.
  • Customer segmentation – identify cohorts of customers who are driven by similar desires. This enables you to develop content for each customer groups’ needs, fears, desires, and pain points. Use your data to see if your website user metrics like bounce rate, pages per session, conversions, etc. are positive for content developed for these distinct groups.
  • Encouragement of user generated content. Customers are looking at your online reputation. Control it by enabling an online support system where support issues are discussed with customer service and customers. Enable blog commenting, but be sure to moderate!
  • Custom content delivery – using all of the above, create content about your product or service that speaks to your customers pain points and then validates that you are the best solution. There are sophisticated content delivery programs that deliver content based on your customer’s demographics, psychographics, and past history. Ensure that you have the content to support your personas before investing.

Omnichannel marketing is a constant work in progress because there ARE so many moving parts. Start with measurable tactics and iterate from there. Every marketing campaign has learnings and insights that can be leveraged across channels, so believe it or not, you are probably further along than you think in achieving the goal of meeting your customers where they are with what they need.

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