Research from Ofcom this month revealed that for the first time, mobile has overtaken laptop as the device used by consumers the most to get online – meaning it’s more crucial than ever for brands to invest their resources into multiple platforms. But not only does a brand need to be readily available wherever its customers are, it needs to maintain a steady brand image across platforms so consumers resonate with it no matter what device they might be visiting on – this even extends to the in-store experience.
We’re hearing the phrase ‘omni-channel marketing’ rather a lot lately. However it has led to a few misconceptions that are confusing marketers – namely that omni-channel brings customers a completely consistent experience in terms of content. The reality is that brands should be speaking to customers with one voice, and focusing on offering a personalised experience that is appropriate to each channel, rather than agonising over duplicating every bit of content. The content that appears online, on a mobile or in-store should definitely be in sync with each other – but not necessarily replicated.
It is also worth noting that omni-channel should not be confused with the more commonly used term ‘multichannel’. Whereas multichannel just equates to delivering content on various different channels, onmi-channel is a wholly more intelligent service that offers users a fluid journey from one touch-point to another. And whereas multichannel tends to only incorporate online channels, omni-channel works to fully integrate the retail journey between online and bricks-and-mortar stores.
Personlisation is key
To deliver an effective omni-channel strategy, personalisation is important to ensure the content really connects with the customer. When personalisation is integrated into a digital marketing strategy it can increase conversion rates by as much as 70 per cent – so it’s a no-brainer. However, one well known issue for digital marketers trying to offer personalised content across multiple platforms is gathering all of the consumer data to gain an accurate representation of the customer.
One of the biggest challenges marketers face when it comes to offering personalised experiences is a lack of a single view of the customer. In the past marketers reliance on third-party tracking cookies to learn about their customers often led to masses of unorganised data being collected that was difficult to decipher. Thankfully there are now ways to create an effective system to organise customer data in a structured and systematic way.
One way marketers can gain an accurate picture of the customer is by aggregating first-party data generated initially by getting them to register and create an account on the website. This way, regardless of device, a brand can gain a precise depiction of the user and can then target them effectively with the right content. This can extend to stores via loyalty cards, too.
Looking forward
Nowadays customers have high expectations for engagement and in order to stay competitive marketers must be able to pull out all the stops to offer a service that delivers. This multi-device landscape is changing the way in which customers search for information and interact on a daily basis. To stay ahead brands must review their current strategies and consider the benefit of adopting an omni-channel approach.
Up until now only a small number of brands have the right idea about how to optimise omni-channel marketing to its full potential. In order for other brands to get on board, they need to begin by looking at how to create a seamless, personalised experience across each channel to fully integrate the retail journey between in-store and online.
By Simon Wharton, managing director at PushON.
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