Chase Your Customers Across Multiple Channels
Posted: Wed Dec 04, 2024 8:07 am
Omnichannel digital marketing involves the ability to orchestrate customer interactions with the brand in a single direction , automating interactions through all available contact channels: online stores and physical stores, direct marketing via social media, email, SMS, apps. To implement an omnichannel marketing strategy , technology is therefore needed, but above all internal coordination within the company that is based on objectives shared by the various divisions: a fundamental part of what is now defined as Digital Transformation .
A study conducted by Forrester on behalf of Accenture and Hybris attempted to describe the complex landscape of omnichannel marketing from both the consumer and company perspectives .
The goal is to find insights for retailers who want to break down some technological and organizational barriers to invest in an omnichannel experience.
Here we describe a world made up of players that are not yet fully aligned with a customer who, on the contrary, has quickly adapted to the comfortable experiences offered by some big players. The result is that what for many retailers are great efforts, are experienced by people as pure commodities.
The omnichannel experience is therefore a strong differentiator of brand perception.
Omnichannel Marketing: The Contribution of Marketing Automation
Marketing Automation certainly helps solve some important challenges of omnichannel marketing, let's see which ones:
It intervenes promptly where the user is at that moment: let's take the example of someone browsing in a store looking for details of a product they want to buy. The location and navigation information allows Marketing Automation to notify the presence of discounts or benefits right at that moment on that same device (perhaps with a text message).
Intervene promptly on the user's sale leads, armenia email address preferred channel: email, social networks, apps are all valid options. Every consumer has their own information habits. Marketing Automation allows you to communicate in a personalized way for each channel, depending on how much we know about each person's behavior. If a user doesn't open emails, it doesn't mean they aren't loyal to a certain brand, they could simply be very selective about their email. Maybe they could be less selective on social networks where they like to be entertained. Messages should be delivered where they are most appreciated.
Be consistent in your communication: Marketing Automation allows you to manage all channels centrally so that there is no misalignment between campaigns, discounts, tone of voice , etc. This maximizes efforts and reduces margins of error.
Reduce the cost of personalized communication: Collecting user information across all channels allows us to personalize every single message wherever it is delivered, from Facebook post to email, without manual operations.
Reduce the stress of useless advertising: orchestrating channels also means reducing stress for people who will be contacted in a personalized way, where they prefer, without being bombarded by useless and irrelevant messages.
A study conducted by Forrester on behalf of Accenture and Hybris attempted to describe the complex landscape of omnichannel marketing from both the consumer and company perspectives .
The goal is to find insights for retailers who want to break down some technological and organizational barriers to invest in an omnichannel experience.
Here we describe a world made up of players that are not yet fully aligned with a customer who, on the contrary, has quickly adapted to the comfortable experiences offered by some big players. The result is that what for many retailers are great efforts, are experienced by people as pure commodities.
The omnichannel experience is therefore a strong differentiator of brand perception.
Omnichannel Marketing: The Contribution of Marketing Automation
Marketing Automation certainly helps solve some important challenges of omnichannel marketing, let's see which ones:
It intervenes promptly where the user is at that moment: let's take the example of someone browsing in a store looking for details of a product they want to buy. The location and navigation information allows Marketing Automation to notify the presence of discounts or benefits right at that moment on that same device (perhaps with a text message).
Intervene promptly on the user's sale leads, armenia email address preferred channel: email, social networks, apps are all valid options. Every consumer has their own information habits. Marketing Automation allows you to communicate in a personalized way for each channel, depending on how much we know about each person's behavior. If a user doesn't open emails, it doesn't mean they aren't loyal to a certain brand, they could simply be very selective about their email. Maybe they could be less selective on social networks where they like to be entertained. Messages should be delivered where they are most appreciated.
Be consistent in your communication: Marketing Automation allows you to manage all channels centrally so that there is no misalignment between campaigns, discounts, tone of voice , etc. This maximizes efforts and reduces margins of error.
Reduce the cost of personalized communication: Collecting user information across all channels allows us to personalize every single message wherever it is delivered, from Facebook post to email, without manual operations.
Reduce the stress of useless advertising: orchestrating channels also means reducing stress for people who will be contacted in a personalized way, where they prefer, without being bombarded by useless and irrelevant messages.