Whatever spread on the internet about omni-channel marketing highlights only two perspectives of this new born technology. First is: every brand wants to deliver it as every consumer wants it and the second thing is: Is it real or Is it still far from reality?
However few brands like Disney, Apple and Starbucks have successfully deployed it and they also mentioned their success mantra to guide others as well.They said, In today’s ecosystem which is totally fragmented and broken, it is necessary to deploy a customer centered approach rather than just focusing on each channel individually.
Well it is not a matter of blink to shift all your efforts towards omni-channel marketing strategy. Building up a true omni-channel marketing strategy requires a lot of fundamental changes and here they are, in no particular order:
Navigate Convergence on all levels:
Driving convergence is perhaps the most challenging change a brand need to make since it requires a complete change in culture and mindset. An omni channel marketing strategy needs to breakdown all the silos across marketing,sales, finance and technology to ultimately deliver a personalized customer experience and to ensure a common set of goals.
Data convergence is also mandatory. Data that includes first party data, Second party data, social data or behavioral data which is gathered either from social sign in or other traditional methods must be linked up to develop an environment where they can generate an ecosystem which is capable of delivering an universal view of data. So that they can create better the understanding of customers.To manage such convergence we really need the DNA of modern marketers and unicorns at the intersection of technology, data and content.
We need people who can break the rootless thinking of marketers and can go wide and deep to generate a holistic content approach. We need an approach to target the right consumer with the right content of his or her choice. Content along with data and technology is the perfect mixture to drive an omni-channel marketing strategy. Ultimately content is what that delivers an immersive and seamless consumer experience by reflecting behavioral change. Try new ideas to modernize your content in a way that it speaks to your readers. For example to curate a talkative content you can add some GIF animations in your content.
Connected planning merging up data, technology and content:
To drive a successful omni-channel marketing strategy, you need to establish a planning process that encourages data driven marketing strategy which is solely focused on customers. We need a brand new planning which is far away from those channel-driven marketing constructs to focus on those inflection points where a change is genuinely required to offer a seamless customer experience.