Hey guys, Sophie here!
Back with another video blog post, and today
we're gonna be talking about omnichannel marketing.
Some of the buzzwords you’ll encounter when
speaking to marketing professionals are born
from the rapidly changing nature of our industry.
Omnichannel marketing is a prime example.
Traditional ad spends, like print media, television
and radio commercials and batch emails are
seeing a decline in effectiveness.
So, what exactly is omnichannel marketing,
and how does it fit into this new landscape?
Definition: Omnichannel marketing is the multichannel
sales approach that provides the customer
with an integrated shopping experience.
In today’s world, customers have more opportunities
than ever to engage with companies.
Whether it’s in the physical store, through
a mobile app, or by interacting with social
media accounts, it’s important that those
experiences are consistent across the board.
To help explain this concept, let’s walk
through some easy ways to make your marketing
more tailored to an omnichannel approach.
First of all, it’s important that you attempt
to put yourself in the shoes of your customer.
Try placing an order, interacting with customer
support, and implementing secret shopper tactics
to see what kind of experience you’re currently
presenting.
If your experience was less than satisfactory,
it’s likely that the same can be said for
customers interacting with your brand.
With that being said, it’s important to
remember that your customers aren’t all
the same.
To avoid cookie cutter approaches, segment
your audience based on market information
and build profiles based on that data.
For example, men working in the tech industry
between the ages of 25 and 35 probably have
very different buying habits than women between
45 and 60 who identify as homemakers.
Disney is a great example of a company who
understands omnichannel marketing, and uses
it to their advantage.
Because the culture of the company is focused
on imagination and emotional connection, it’s
especially important for even the smallest
details to be consistent.
Through tools like My Disney Experience and
the Magic Band, visitors can easily plan their
trip, charge purchases quickly, and even utilize
programs like FastPass.
Sure, you might not have the R&D budget of
a company like Disney.
But omnichannel marketing can be easily implemented
for companies of all sizes, and making small
changes can make all the difference.
Try out a few of these tactics and see how
your customer’s user experience is improved
today!
