Marketing Trend: Omni-Channel Marketing
Marketing is ever evolving, and consumers’ paths to purchasing are no longer as linear as they once were. Because marketers need to adapt to a changing climate, new techniques are constantly developed. Omni-Channel marketing is one such strategy that businesses are using to keep up with the trend of keeping things as simple as possible.
What is Omni-Channel Marketing?
“Omni-Channel” is no doubt a marketing buzzword, but the concept adheres to a shift in the needs of both consumer and marketer. Omni-channel marketing is the answer to marketers needing to provide a consistent experience and path to purchase.
Because consumers now can engage with a brand and products on multiple platforms (physical store, app, website, catalog, social media), it is important that each experience with the product and brand complement the others.
Hubspot defines omni-channel marketing as “… a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.” Read about some of their top examples of an Omni-Channel experience here.
How to implement Omni-Channel Marketing into your strategy
- Create a customer profile
Consolidating a customer profile can be a challenge, as customers are constantly interacting with a slew of different channels. By creating a broad and complete picture of your consumers, you can create a better overall customer experience. This can be done using collected data and applying it to your strategy. This article discusses how you can come up ahead of the competition by succeeding at cross-channel marketing.
- Interact on preferred channels
Consumers are moving back and forth on devices and platforms just for a single transaction. Be sure to keep all lines of communication open for a seamless experience. This includes, but is not limited to social media, email support, video chat, web chatbots, texting, and calling.
- Use aggregated data
Compiling data is already important, but in order to use omni-channel marketing, data is everything. From creating your customer profile to understanding how to adapt to market changes and adding platforms, data will help you gain insight into how to make your marketing strategy work for you.