January 31, 2017

Four steps toward omnichannel marketing success


Go here to read Part 1: What does omnichannel mean to your business?


The importance of creating one-on-one experiences lies at the heart of the omnichannel marketing approach. Whether it’s B2B or B2C, modern purchasing behaviour is driven by personalised engagement, and this is where omnichannel hits the mark. By letting the buyer control the process and steer it whichever way they want, you ensure the experience remains seamless and consistent from start to finish, and perhaps even beyond that.

Here are some tips to get you started with your omnichannel marketing strategy.

1. Ditch the old-school thought process

Everything has changed, and it has completely altered the way business is done. Latching onto dated methods and old-fashioned ways will only help your competitors get ahead of you. For instance, the traditional sales funnel is dead. So, stop thinking of your customers in terms of “X” number of leads down the funnel. Treat them as real people and focus on personalising each of their interactions and experiences with your brand. This approach not only works for Omnichannel marketing but forms the base for any good marketing strategy.

2. Get a single view of your customers

This is one of the most important steps in an omnichannel marketing strategy, yet can be the most challenging. It is important because your customers are interacting with your brand from a myriad of different channels. Marketers, therefore, need to create a consolidated and well-coordinated customer profile that provides a holistic picture of the buyer and helps them create a complete customer experience. How can you do that? A few key strategies for getting a better single view of your customers include asking the right questions about your customers’ persona and then using tools and technology to collect and apply the right data.

3. Interact with customers on their preferred channels

We all know how customers are flitting back and forth between multiple devices for a single transaction. For brands to provide a satisfying customer experience, they need to keep all their channels open for customers to interact with them — be it email, social media, video chat, text messaging, or the plain, old voice call.

4. Befriend data

Marketing without data is practically impossible in the current business environment, and that will likely continue to be a reality.

Before you get started with your omnichannel marketing approach, you need to have a proper data strategy in place to be able to collect and gain insights from the information that’s pouring in from all corners.

The purchase journey is getting more complicated with different layers and nuances added all the time. With customers in the driver’s seat, marketers have no option but to play by their rules. omnichannel marketing is a sound step in that direction.

Martin Sutcliffe

Blog author: Martin Sutcliffe, Strategic Business Development at CDS.

You may also find the following articles related to omnichannel of interest:

Finding an effective path for digital channel and customer engagement in the UK Insurance Sector and other B2B2C markets.

How we help insurance companies to use digital transformation to drive innovation, enable the development of new markets, products and services and to provide a unified view of the customer, which in turn drives growth and increased revenue.

CDS is working with Zurich’s UK General Insurance business to support the development of their evolving digital strategy. Central to this, is the ability to gain greater insight to deliver web personalisation; in addition to considering and defining the marketing data analytics requirements across the different business areas.