{"id":96,"date":"2017-04-19T15:18:29","date_gmt":"2017-04-19T09:48:29","guid":{"rendered":"https:\/\/www.samparkinfoways.com\/blog\/?p=96"},"modified":"2021-06-01T21:33:10","modified_gmt":"2021-06-01T16:03:10","slug":"the-definition-of-omni-channel-marketing","status":"publish","type":"post","link":"https:\/\/www.samparkinfoways.com\/blog\/the-definition-of-omni-channel-marketing\/","title":{"rendered":"The Definition of Omni-Channel Marketing"},"content":{"rendered":"

\"Omni<\/h3>\n

What is Omni-Channel Marketing?<\/h3>\n
First of all, what\u00a0is\u00a0<\/i>omni-channel marketing? The term \u201comni-channel\u201d may be a marketing buzzword, but it refers to a significant shift: marketers now need to provide a seamless experience, regardless of channel or device. Consumers can now engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. They can access products and services by calling a company on the phone, by using an app on their mobile smartphone, or with a tablet, a laptop, or a desktop computer. Each piece of the consumer\u2019s experience should be consistent and complementary.<\/div>\n
So what does that seamless omni-channel experience actually look like? In the words of John Bowden, Senior VP of Customer Care at Time Warner Cable:<\/div>\n
\u201cMulti-channel is an operational view \u2013 how you allow the customer to complete transactions in each channel. Omni-channel, however,\u00a0is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. \u00a0Making these complex \u2018hand-offs\u2019 between channels must be fluid for the customer. \u00a0Simply put, omni-channel is multi-channel done right!\u201d<\/em><\/div>\n
\u00a0<\/i><\/div>\n
<\/div>\n
\"omni_channel\"<\/div>\n

 <\/p>\n

<\/div>\n
Here are my seven recommendations for any marketer looking to implement a more omni-channel, multi-device perspective:<\/div>\n

1. Walk in Your Customers\u2019 Shoes<\/h3>\n
Regularly review the experience your customers go through in order to research, purchase, and connect with your products. Test the experience by placing orders, interacting via all available channels, submitting a support case, and more. If possible, these tests should be performed by external\u00a0and\u00a0<\/i>internal testers. Does everyone have a delightful experience? Are there any unnecessary barriers?<\/div>\n

2. Measure Everything!<\/h3>\n
Data is everywhere (and apparently very \u201cbig\u201d these days), and marketers are becoming increasingly savvy about the best ways to leverage it without becoming invasive. Julie Bernard of Macy\u2019s summed things up at last year\u2019s Data Driven Marketing conference:<\/div>\n
\u201cWe can now measure success in terms of the response of real people over time, in addition to measuring individual campaigns. \u00a0We have enough data at the customer level to see how she interacts both online and in the store, so we can tailor messaging and offers to her appropriately by channel. We strive to balance the use of customer data to inform content relevancy with the use of consumer insights to ensure that the relevancy is coupled with a sense of discovery and inspiration.\u201d<\/em><\/div>\n

3. Segment Your Audience<\/h3>\n
Understand which data points are useful to you, and segment your audience accordingly. Which data points actually help you better understand your audience?\u00a0Using Sampark Infoways services<\/a><\/b>, you can capture this information to build very rich profiles about your customers and the customer journey.<\/div>\n
This kind of rich data can be translated into customer use cases, and also used to\u00a0build buyer personas. For example, male android users who work in the tech industry and are between the ages of 25 and 35 are more likely to buy based on technical specifications. If you discover you are marketing to that audience, you might highlight technical specs in your landing pages and nurturing strategy.<\/div>\n

4. Develop Content\/Messaging that Addresses Use Cases and Behaviors<\/h3>\n
Content and messaging is key. If a customer has previously engaged or purchased your product, you probably want to consider that in your marketing. If a customer has put something into a cart, but hasn\u2019t yet purchased, use your content to reference that intent.<\/div>\n
This type of content and messaging makes consumers feel personally spoken to, and helps drive much higher engagement, loyalty, and purchases.<\/div>\n

5. Don\u2019t Limit Use Cases to Marketing\/Sales<\/h3>\n
Consider how listening and responding can help your support team, product team, merchandising teams, and even your customer service efforts. In a recent article on Digiday.com, GM\u2019s head of global social media strategy was quoted as saying:<\/div>\n
\u201cA lot of it is about being able to provide a better service for our customers. If we can plug social into all the other CRM [Customer Relationship Management] data we have, then we have a full portfolio on the customer. If we know their VIN [Vehicle Identification Number], if we know their name, if we know their Twitter handle, and we know whether they like to go to the dealership or they don\u2019t like to go the dealership, this helps us treat them in a way that they want to treated.\u201d<\/em><\/div>\n

6. \u201cListen and Respond\u201d on Preferred Channels\/Devices<\/h3>\n
Increasingly, people use multiple devices during a single transactional process. Make sure that you are able to listen and respond to these interactions. For example, an e-commerce retailer should strive to preserve items in a cart across devices \u2013 if you add an item to your mobile shopping cart, it should\u00a0still\u00a0<\/i>be in your shopping cart when you log in on your desktop computer.<\/div>\n
Recently, we added a pair of shoes from Flipkart to my shopping cart, using the mobile phone. Later, we viewed the same shoes on my laptop at home, but didn\u2019t purchase. Finally, on a weekend afternoon, we got an email from Flipkart with the subject line \u201cYou snooze, You Lose\u201d. Inside the email, the big bold header said \u201cDon\u2019t miss out!\u201d There was an image of our shopping cart, the shoes, and a bright orange tag that said \u201cOnly 1 LEFT!\u201d\u00a0 Needless to say, we bought the last pair of shoes. Flipkart had just made us buying experience as easy as taking candy from a baby.<\/b><\/div>\n
We were inspired to write this blog post after hearing Neil Mohan, Google\u2019s VP of Display Advertising, speak at a recent conference. Neil said, \u201cIf you\u2019re just focusing on mobile, you\u2019re solving yesterday\u2019s problems.\u201d Throughout the day, Neil explained, consumers are flitting back and forth among many devices, from smartphones to desktops, and from laptops to tablets to TVs. \u201c90% of consumers start a task on one device and finish it on another,\u201d he noted. \u201cConsumers are way ahead of where advertisers and publishers are.\u201d<\/div>\n
Sampark Infoways<\/b><\/a>\u00a0can help you to build a effective re-marketing strategy.<\/div>\n
Here\u2019s a chart from Telco 2.0 Research, illustrating the frequency of multi-device paths to purchase:<\/div>\n
\"omni_channel_\"<\/div>\n
<\/div>\n

7. Start Today!<\/h3>\n
Companies like\u00a0Sampark Infoways\u00a0<\/a>make these approaches accessible to companies of\u00a0all<\/i>\u00a0sizes. There\u2019s too much at stake in your business to delay taking that first step any longer. Consumers may be ahead of many marketers now, but this soon won\u2019t be the case. Those marketers who thrive will be the ones who can deliver on the promise of a personal, omni-channel experience.<\/div>\n","protected":false},"excerpt":{"rendered":"

What is Omni-Channel Marketing? First of all, what\u00a0is\u00a0omni-channel marketing? The term \u201comni-channel\u201d may be a marketing buzzword, but it refers to a significant shift: marketers now need to provide a seamless experience, regardless of channel or device. Consumers can now engage with a company in a physical store, on an online website or mobile app, […]<\/p>\n","protected":false},"author":3,"featured_media":565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[17],"tags":[],"class_list":["post-96","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","entry","has-media"],"yoast_head":"\nThe Definition of Omni-Channel Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.samparkinfoways.com\/blog\/the-definition-of-omni-channel-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Definition of Omni-Channel Marketing\" \/>\n<meta property=\"og:description\" content=\"What is Omni-Channel Marketing? 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