How To Create The Perfect Omnichannel Marketing Strategy
By using omnichannel marketing you will be able to know the customer in greater detail, optimize the use of technologies and communicate better with them through different platforms.
But let’s start by defining what omnichannel marketing is.
OMNI: Prefix element of Latin origin that enters into the formation of nouns and adjectives with the meaning of ‘totality’.
Definition Of Omnichannel
According to Luxor Technologies, omnichannel is the integration of all existing channels in the market, in such a way as to generate paths that interrelate so that a client who started a communication through one interaction channel can continue it through another.
The route that digital consumers follow to make a purchase has grown in complexities, as a consequence of the use of mobile devices, especially smartphones, and, along these lines, emerging channels, including social networks, are also becoming key pieces of the daily life of consumers.
Difference Between Omnichannel And Multichannel
Multi-channel consumers reached our products and/or services through several routes and different paths and they did so according to their needs or according to the moment.
On the contrary, omnichannel consumers do it almost chaotically and at the same time; the omnichannel consumer expects the channels to follow him or her wherever he or she goes, they would like to start the purchase process online and finish it in the store but without starting the process all over again.
In multichannel marketing, communication with the consumer is established channel by channel, there is no coordination with other departments. While in omnichannel marketing, communication is established from all channels at the same time.
The Challenges Of Omnichannel
And it is that today, individuals have a series of platforms to browse products and consume content, from the well-known desktop and mobile web to dedicated mobile applications, as well as from the messages they receive through emails. even tweets on social networks.
In this digital age, when the buying process can follow too many non-linear paths, it is essential that online sellers can take hold of omnichannel marketing so that they can connect the dots between devices and channels and thus truly understand customers. your target customers and how they browse and on which platforms.
A primary element of Omnichannel Marketing is the persistent recognition of consumers through these touch points.
In a recent report from the Winterberry Group, co-sponsored by Criteo, nearly 72.4% of marketers said their organizations actively pursue cross-channel audience recognition as a key business priority.
The study also revealed that while these efforts are ongoing, marketers have a long way to go to hone their omnichannel strategies. And is that only 6.7% are satisfied with the ability to use audience identifiers or attributes that appear in a channel for recognition, orientation, and engagement through other points of contact.
Additionally, there are a few things online marketers can do to advance their Omnichannel Marketing knowledge and skills in 2017.
Therefore, it is important that they consider some resolutions recommended in the report to lay the foundation for a successful omnichannel strategy and, in this way they can maintain the marketing momentum on all fronts this year. These are:
3 Keys To A Successful Omnichannel Strategy
Know Your Customers
The first step that sellers should take in their Omnichannel strategy is to improve their ability to recognize consumers across channels and devices. According to Winterberry’s group, 40.3% of marketers believe that better recognition would boost omnichannel marketing efforts for their organizations.
Email can be a useful starting point to enable cross-channel audience recognition. Its versatility, addressable data set, and data-rich features provide marketers with a treasure trove of data.
When paired with other unique identifiers like IP addresses, email data can help marketers match users across devices and channels, creating new opportunities for targeting.
Optimize And Integrate Technology
Once marketers have this data, they need to optimize their internal tools and practices to use it most effectively toward marketing objectives.
Winterberry’s report revealed several areas where further progress is needed to implement omnichannel marketing efforts within organizations. In particular, marketers report greater integration of existing marketing technology (49.3%) and better internal data management (37.3%), which would help them achieve their omnichannel marketing goals.
But marketers need to ensure that the technology tools they currently use integrate with supporting tools like CRM systems and email databases to get a centralized, holistic view of consumers, including their offer and interaction history.
The structures that separate disparate tools and data stores must be broken down, allowing them to communicate with each other transparently and securely.
By making data and tools more seamless and connected, marketers will be better able to recognize patterns across multiple touch points, match users to the devices and channels they use, and inform content and offers accordingly.
Communicate And Collaborate
Similarly, salespeople must break any structures that inhibit communication between their internal departments and teams.
While an organization structured with different teams working on different projects can be very efficient, marketers need to make sure these teams are also working together on global campaigns.
In fact, 28.4% of marketers see communication barriers as a challenge that limits their success in omnichannel marketing.
Regular departmental meetings, frequent dialogue, and open channels of communication can ensure that the entire marketing department is aligned and working toward a common goal.
As more internal collaboration is encouraged, marketers will produce more cohesive campaigns that deliver a consistent message across all digital channels.
The benefits of collaboration can even go beyond marketing objectives to foster a positive work culture and elevate marketing and its role throughout the company.
Now we are going to see some management software that are true omnichannel platforms adaptable to different business models. Among them are:
Callbell unifies the main social networks in one place (WhatsApp, Telegram, Facebook, and Instagram). The platform is designed and optimized for sales teams. It offers agent metrics, business metrics, and many functionalities in terms of sales teams to achieve more and better conversions.
Zenia Conversion (Formerly Mermaid)
This tool has integrations for tools such as MercadoLibre, Google Drive, WhatsApp, Instagram, Facebook Messenger, and much more. It is considered one of the best CRMs for WhatsApp, as a counterpart, it is complex to use and its price is high.
Zendesk offers customer service software with a total focus on synchronizing the different communication channels. It is considered one of the best omnichannel platforms suitable for business models of any size.
This tool helps you sell and solve doubts quickly from a single site, all thanks to a platform that allows you to have many people answering a single WhatsApp line and unifies the chats of Facebook Messenger, Instagram, Livechat (Chat from the website ), and Telegram.
This company is from Brazil (in fact, Mercado Livre uses it) and therefore the entire platform is in Portuguese, which for many people can be an advantage.
Establishing a solid foundation for Omnichannel Marketing today is critical, a priority, as the consumer path to purchase will only become more complex in the coming years, and only by practicing the resolutions recommended above will omnichannel marketers have a solid foundation for build and be prepared for success in 2022 and beyond.
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