According to research from Smart Insight & BrightTalk omni-channel marketing is the best way to improve your marketing and identify areas of improvement.
Omni-channel Marketing is focused on both managing customer experience and marketing communication. It requires campaign-focused marketing communication tools integrated across different customer lifecycle touch points to maximise leads and sales.
What does this mean?
To be able to take all the areas where your customers interact with your brand and ensure that you have the tools in place to identify the customer’s behaviour during purchases, what other products you can show them that they might be interested in, or what other services you can show them according to their interaction with your brand.
The process is called Digital Transformation and it’s a plan to improve how Strategy, People and process are used to maximise the effectiveness and profitability of digital marketing.
Over 48% of companies are using digital marketing but have no strategy in place and have little to no focus on analysing results and improve on them.
“Digital Transformation is not a quick process, and you can begin by auditing your current digital marketing activities, capabilities and performance, and then use this to create a roadmap for a digital transformation. The roadmap will be broken down into achievable steps – each bringing you closer to optimised digital marketing maturity.”
Companies that have an omni-channel customer experience strategy in place achieve a 91% year-over-year increase in customer retention.
There are 6 steps to develop a successful Omni-channel Marketing Strategy:
1. Always Think Consumer First
The first step is to evaluate your customer journey. What are the touch points a potential customer goes through before becoming a customer? Do these touch points provide a seamless customer experience? You can determine the answer by going through all the departments in your business to ensure that the customer always comes first.
2. Know your Customer
Your marketing team should understand everything about potential customers. Their persona, what they want, need, how they behave, their demographics, preferences, and goals.
3. Identify the right Tools
You will need the right tools to connect with your identified audience.
· Customer Relationship Management (CRM) Software. (Hubspot)
· Marketing Automation Tools.
· Social Media Management Solutions.
· Analytics Tools.
4. Segment your Users
It is important to segment your audience according to buyer personas, paths to purchase, subscription status, etc.
5. Personalise communication
Personalisation helps your customers feel important and appreciated. You will need a connection with each member of your target audience. When all systems have been implemented you will be able to deliver individualised content to recipients.
6. Track your Success
You will need to track the right metrics with the right tools to obtain accurate data to enhance your omni-channel approach.
An omni-channel marketing approach will only benefit your company to provide a valued user experience to your customers.
It will also improve your customer loyalty, increase sales, and create greater brand awareness.