Nowadays, it is easy to keep in touch with each other. There is not one but several ways you can contact someone if you want to contact them – call, message, mail or maybe a DM through Instagram. Since there are so many ways to connect personally with someone, it has become easier for marketers to reach and communicate with their customers.
Omnichannel marketing is just how a brand uses these channels and provides a client experience. A simple example of omnichannel marketing can be when you add products to your cart through an app. If products have been added to the cart and the purchase has not taken place, the application reminds you of the purchase via push notifications or email from time to time.
Even though online marketing has grown tremendously, offline marketing has not lost its importance. You just need to get the best of both worlds. Omnichannel marketing can sustainably increase customer spend, improve shopping experiences, reduce time to market, improve customer retention, and increase return on investment.
Let’s discuss some of the significant trends for 2021:
Customer first approach: Consumers today have shorter attention spans and non-linear buying patterns. When developing an omnichannel marketing strategy, the consumer comes first, the focus is on non-intrusive and seamless experience. An experience the customer will engage with. It’s about moving from a simple product-centric approach to a more complex relationship-centric experience where consumers are empowered, connected and informed.
Non-linear journeys: Consumers no longer follow a simple linear path, decision-making patterns are complex and must be seen through the eyes of the consumer. Media proliferates and continues to proliferate as consumer choices increase, screens become smaller, and consumption patterns become more individualistic. Consumers spend more than 8 hours on digital channels, so it’s important to have a unified and connected strategy in place across all channels.
The information gap: Customer information is by far the biggest disconnect followed by infra lag tools and technology, it is important to have a real understanding of the consumer. In a world of increasing privacy and data standards, this understanding of consumers becomes an important investment in establishing a simple, always connected and connected consumer marketing ecosystem. Personalization-driven experiences across touchpoints are the approach that not only bridges this gap, but also improves consumer engagement. Most consumers are fine with providing information if it improves their experience and keeps it super targeted and personalized to their needs.
Create deliciously fun experiences: When the “engagement trend” took off, engagement creation became a must, as intricate plans were devised to “ensure” that customers sometimes engaged with the brand to such an extent that engagement plans leave the PowerPoint slide and seamlessly translate into magnet contests that almost always alienated the real customer. With the world’s youngest demographics, having fun while associating with the brand is important, and that’s where content takes center stage. Beyond social and digital content, it’s how content properties, applications, and the infrastructure of owned platforms evolve that will lead to strong advocates and fun, yet data-driven experiences.
Technological limit: To create fun experiences that are also meaningful to consumers as well as your consumer journey, technology plays an important role. It is important to take advantage of technologies such as augmented reality, chatbots, IoT and personalization on owned web and mobile platforms. This not only requires an agile IT infrastructure, but also an openness to adapt to a new way of thinking. Speaking of marketing effort, most brands will put media at the top of the spend chart, but overhauling IT infrastructure, streamlining as well as consolidating legacy + current data and creating quality content should occupy a first combined position. If done correctly, media decisions and investments become easier over time.
Resist the urge to focus solely on social media: If you keep spending all your money on rent, you’ll never have a place of your own. The same goes for marketing and social media. Putting all your money on social media and relying on web retargeting isn’t truly omnichannel. Owned platforms have an important role to play in maintaining long-term marketing continuity, reducing expenses and building customer relationships.
Spend less effort “driving traffic” to your website, but instead focus on why consumers should come to your site in the first place. Even though hours spent on digital have increased, most websites are seeing a higher bounce rate and a reduction in time spent. The reason is simple, the content on the website has nothing to offer consumers and no one is looking to buy from the first ad on the website they click on. The best brands have created experiences and content that customers crave, creating communities, sharing platforms and content that consumers find engaging and seek out. Fitness apps, skincare regimens, personal shoppers, and more. encourage consumers to use proprietary platforms, reducing reliance on media and creating personalized journeys that improve customer acquisition.
Measurement challenges: Measurement remains the biggest challenge. Data erosion and continued fragmentation, along with the death of cookies, amplifies the need for efficient, forward-looking mar-tech. Most brands are unable to fully track and measure their marketing efforts. While components such as brand awareness and engagement are aggressively tracked by most organizations, the fragmented landscape does not allow for comprehensive measurement of marketing efforts. Important measurement capabilities include
– Brand awareness
– Full media ROI
– Multi-touch / Sales Attribution
– Marketing mix modeling
– Unduplicated range and frequency
The time to start was yesterday: The death of cookies signals a pivotal shift and more than a few will be caught off guard, brands will need to get back to their first-party data accuracy, address data segmentation issues. This will also signal the death of “pointless content”. Detained platforms whose content is in focus will argue for an urgent response. The good news is that it won’t all happen at once and it’s time to start shifting focus and priorities, towards building an omnichannel marketing practice.