Regardless of the nature of your business, having a consistent marketing message is something that you need to pay particular attention to. Today, there is a swift shift happening in marketing where businesses are forced to move from traditional forms and channels of marketing to embrace newer ones that promise better return on ad spend (ROAS). Consumers today are proactive, and they do their research before making the all-important purchase decision. As a business owner, you need to implement a marketing strategy that will bring your brand or product offerings to this segment of the market.
Is Omni-Channel Marketing the Way to Go?
Perhaps before deciding on whether omnichannel marketing is the best way to capture the attention of the mobile shoppers, we first need to understand what omni-channel marketing entails. This marketing buzzword refers to a move by a marketer to provide seamless experience to consumers using different devices and channels to access the marketing message. Customers today engage with businesses through their websites, social media, mobile app, catalog or in their physical stores.
Omni-channel marketing is a term that was coined after a realization that customers often start from one marketing channel and transition to the next before they finally make the purchase decision. For this reason, it is important for you to ensure that you maintain a consistent marketing message across all your marketing channels. This means that the marketing message a customer meets on your website should be the same on your social media page and your mobile app. It would be a blunder for you to have a clearance offer running on your website then when the customer walks into your physical store, he or she is told that there is no such offer. Simply put, omni-channel marketing entails viewing marketing experience through the eye of the customer and ensuring that this experience is integrated, seamless and consistent across all the marketing platforms, devices, and channels.
From the discussion above, it is clear that omni-channel marketing promises better connectivity to your customers. Following are recommendations you can consider when implementing multi-device omni-channel marketing:
1. Seek to understand your customers
You cannot design a superior customer experience for your clients unless you first walk in their shoes. You should focus on research aimed at testing your marketing campaigns through all the channels and devices that are available to your customer. Go a step further and involve both internal and external testers and get a detailed report of how their experience was.
2. Collect and measure data
You cannot fully appreciate the impact of your marketing campaign unless you measure it. There is plenty of data that is generated from the various marketing channels that you are using to present your marketing message. Analyze the data and gain insights on how best you can address the needs of your current and prospective customers.
3. Segment Your Customers
You can use rich data points to divide the audience targeted by your marketing message into different categories for maximum impact. Data can be collected through the use of market automation, which will enable you to capture the information needed to come up with rich profiles and buyer personas for the different segments of your audience.
4. Vary the Content and Message to Address Customer Behavior
In any marketing campaign, content and messaging are very important. You need to ensure that you design the content of your message within the context that customer finds himself or herself in. For example, is a customer has previously bought your product, you would want to come up with a marketing message aimed at converting this customer into a repeat customer. Another example, if a customer has put a product in a cart but hasn’t clicked the checkout button for days, you would want to come up with a message aimed at persuading the customer to revisit the cart and press the purchase button.
In sum, you can leverage omni-channel and multi-device marketing to inspire them to stay connected to you. Try omni-channel marketing today