In the past, it was important to coordinate your marketing across different channels. Now, not only is this important but it’s important to be able to predict and create an enjoyable experience for your customers across channels because our world is constantly on a more on-demand style of purchase.
In a recent study by Nielsen, “Americans now own four digital devices on average, and the average US consumer spends 60 hours a week consuming content across devices.”
In a private report by Forrester Research, “People discover brands and transact with them in a variety of ways, ranging from social networks to apps.”
Brands can win this challenge by making it an enjoyable experience for customers to flow and cross channels easily and smoothly.
There are some companies who are doing this well:Disney and Dominos have been working on perfecting this. Disney is very good at understanding what customers need through the whole process of searching and purchasing, and provide special attention to making the experience smooth and helpful at each stage by using different channels appropriately. Dominos understands that many of their customers make in-the-moment decisions about ordering their pizza and have made this easy by voice-activated apps to order to ordering online a desktop.
How Can You Succeed in Omnichannel Marketing?
Creating and building an omnichannel location strategy:
If you can find all the touch points that your customers use, you can make sure your brand/business are visible in each channel. In this world of omnichannel, you cannot just make sure that the data is accurate on your store’s location page. You need to make sure that data is available on all channels and that it is correct.
Understand the journey:You must journey through the process with your customers and understand each step from “home” to “store” and understand where, why, and how many of these touch points happen. Which devices are they using to make these touch points to engage with your brand? In order to do this, you will have to use journey maps. This allows you to retrace the process or journey your customer took to make a purchase with your brand.
Develop the “next moments” appropriate for each of the channels your customers use:The “next moments” take different forms depending on the channel they are using to interact with your brand. It is the action after they find your brand. If it’s with a mobile device, it may be a mobile wallet offer. If it’s through Pinterest, it may be sponsored visual content or promoted pins that encourage shoppers to visit brick-and-mortar stores to take advantages of sales. In all of these instances, you need to be able to capitalize on the strengthens of each channel.
By deploying a location data strategy that involves being seen and creating those “next moments” that will captivate and capitalize on what your customers want, you will bring success.