Mastering Omni-Channel Marketing in the Digital World

Whereas marketing previously focused solely on targeting audiences, today we have access to various data sources which make it possible to target individuals with personalised ads and offerings that meet their needs. From a digital marketing point of view, understanding the principles of omni-channel marketing is crucial. The challenge is collecting relevant data from various sources and creating a refined, single picture of customers and ultimately telling an inspiring story across multiple platforms that is engaging and ultimately converts into paying cusomers.

Omni-channel marketing should not be confused with multi-channel marketing which refers to the ability to interact with potential customers on various platforms. Omni-channel marketing can be defined as a multi-channel approach which provides the customer with an integrated, seamless shopping experience by delivering personalised brand messaging across diverse channels. From email campaigns to social media to TV ads, the focus should be on creating logical journeys for people instead of optimising each channel separately.

Firstly, buying a product or service is no longer a straight forward journey. Before deciding between various sales platforms – everything from brick-and-mortar to mobile apps – consumers visit multiple review sites. This trend has driven competition for sellers and empowered consumers, heightened expectations. According to a recent report by Salesforce, most companies recognize the importance of customer experience and have placed it at the heart of their marketing strategies. In a world of fragmented information and hectic lifestyles, customers expect more customized brand messaging: over half of customers are likely to switch brands if communication is not personalized. This is particularly relevant to millennials (58%) who are more willing to share their personal data for product recommendations.

Secondly, whilst social media has a significant role in marketing consumers have their own preferences and purposes for different channels. Facebook and Twitter have the largest portion of users getting information on their sites whereas YouTube, Instagram and Pinterest are typically used for inspiration. Here, the key is to choose your customers’ preferred marketing channels and deliver a consistent message across various platforms and between devices.

For example, a customer may watch a beautiful, personalised video on her Instagram account in the morning…add the product to her online shopping basket through the app in the afternoon…but not actually purchase until the evening on her desktop. If your omni-channel marketing strategy is fully integrated, this whole journey should be a seamless brand experience so that customers can pick up where they left off.

To implement omni-channel marketing strategy successfully, all internal departments need to work together. The brand image and messaging across channels should be consistent, which helps increase familiarity and builds trust among consumers.

At its best, Omni-channel Marketing can become a true value exchange between customers and brands.