For marketers today, the number of communication channels that can be used to engage with customers is continuing to grow. This is due to the advancement of technology and, where once physical mail represented the sole method of communication, digital channels are now playing a far more prominent role. As such, over the last few years we’ve seen marketers adopt multi-channel communication strategies, enabling them to reach their customers and prospects utilising everything from physical mail to email to social media.
As markets become more saturated, companies and their marketing departments are discovering that they need to do more to differentiate themselves from their competitors. No longer is it good enough to simply provide a good service; companies must now be able to deliver a first class customer engagement experience that stretches across all channels in order to really stand out. In response, businesses are adopting omni-channel strategies, an approach that places the needs and wants of the customer before their own.
For an omni-channel marketing strategy to be successful, marketers need to understand the different communication channels that are available to them and, more importantly, when to utilise them. For example, the benefits of email have been well documented; they’re incredibly cost effective, can reach a huge audience instantly and can be designed to make them truly interactive. Relying on them too much, however, can lead to customers marking them as spam. Instead, companies should be utilising them as part of a wider engagement campaign alongside a more traditional method of communication, physical mail. Despite the world becoming increasingly digitalised, physical correspondence still plays an important role as consumers believe the mail is unique to them. Not only does this make the customer feel more valued, but it also means they’re more likely to act on the information they have been given.
Another challenge marketers face is the over utilisation of social media. Again, thanks to advancing technology and booming smartphone ownership, companies have a channel that provides instant connectivity with customers. As such, many see social media as the way forward and may look to deprioritise other channels as a result. The problem is that while a tweet or Facebook post may be great for announcing a promotion or new product, it may not be the best way to provide an appointment reminder or an account update – both things an email or physical mail would be better suited for.
Ultimately, in order for an omni-channel communication strategy to be a success, marketers must know the benefits of all channels and how they can complement each other. Each channel has its place on the spectrum of communication and companies must be willing to use those that are best suited to the individual customer and the message that is being communicated. Only when all channels are managed centrally and integrated fully, can companies deliver a truly seamless customer experience that can differentiate them from their competitors.
By Phil Hutchison, operational marketing director at Neopost.
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