Gone are the days of 1960s Don Draper, where marketing consisted of the traditional advertising channels of TV, radio, or magazines. Now, consumers are challenging marketers to get in front of them on a growing variety of channels that creates the whole spectrum of an omni-channel world. Enterprises also have a much larger list of competitors from which they must stand apart. How are they making that possible? How are marketers getting their companies noticed?
Enterprises must rise above the rest by utilising very specific behavioural targeting to personalise consumer engagement across the omni-channel environment. Targeting specific groups of customers, combined with more pinpointed individual personalisation, is actually made easier through the internet. Because of the massive amount of data gathered from each sector of the population as well as from each individual visitor, companies are able to reach the people who are most likely to convert and to make each tailored experience a memorable one that creates a loyal customer base.
Social, mobile, online and offline are all different facets of the consumer experience throughout the customer journey. Mobile, in particular, plays a huge role as consumers reveal vital consumer data about themselves through their devices.
However, mobile users are not thinking about what specific channel they are engaging with at any given time. For them, this is omni-channel engagement, and they expect a consistent personalised engagement experience across the omni-channel environment.
Companies today should provide a consistent experience using information they already have about the consumer, independent of the channel in which they operate. They should use social profiling and other information they have to target the consumer and personalise the engagement. That doesn’t mean having Big Brother watch over them, but allowing customers to engage on their own terms, on the device of their choice, and in the environment of their choice. Again, when customers do engage, they should receive the most consistent experience possible.
Omni-channel marketers may not have it as simple as the Mad Men of New York had, but ironically, it’s the omni-channel data that makes it possible to reach customers much more effectively than marketers of the past.
By Marina Kalika, Product Marketing Senior Director at TouchCommerce.
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