Omnichannel Marketing in 2015: 7 Quick Tips
The results are in for Black Friday and Cyber Monday, and it appears that omnichannel marketing is the big winner. According to Yahoo! Finance, omnichannel strategies like drop-ship capabilities correlated with major jumps in Cyber Monday sales, while MediaPost reported that the two shopping days had effectively merged this year via omnichannel.
We are fast entering the Era of Engagement Marketing. That was the theme of an eye-opening webinar we attended Thursday titled “7 Ideas to Jump Start Your Omni-Channel Marketing Plan for 2015”. The webinar was presented by Hugh Reynolds, the Chief Strategy Officer for the mobile marketing software company Swrve, and Mike Stocker, Director of Business Development for Marketo, developer of the marketing automation software LaunchPoint. Both companies are at the forefront of the omnichannel revolution, with clients like Warner Brothers, Ebay, EA, and Microsoft.
We’ve compiled 7 tips from the webinar for honing your omnichannel strategy in the next year.
- Walk in your customers shoes: the best way to find out if your omnichannel efforts are working effectively is to become a user. Test your own marketing by using all available channels the way a customer would. For example, if you have an app that allows users to make purchases, make a purchase on it yourself. Check for any barriers and look for great user experience.
- Measure everything: From social media metrics to website traffic stats, if you’re in marketing today, you’re working with data. Use it, and use it effectively. Analyze the data based on tangible questions and goals. Make marketing decisions based on data, but avoid “analysis paralysis” by keeping yourself from getting overly hung up on the numbers.
- Segment your audience: Nobody wants to be treated like just a part of the herd. Treat each customer like an individual, and ensure your content and campaigns reflect them as individuals. It’s a tried-and-true strategy seen at the bar or coffee shop where everybody knows your name, but it also may be your biggest edge over competitors.
- Develop content for use cases: When developing omnichannel content, it’s important to think about how customers will actually use your different channels. Serve content that reflects your knowledge, and focus on making the user experience consistent across all channels.
- Don’t limit use cases to marketing and sales: Consistency of the user experience should permeate the entire user-end of your business. Work to bring the same strategies to customer service, product teams and support teams.
- Listen and respond in the right channel: Did you know that, while 65% of customers start an online purchase on a smartphone, 61% of those ultimately complete the purchase on a PC or laptop? Most customers today will use multiple channels for a single transaction, so it’s important that all your channels share things like cart contents, categories, and targeted product recommendations.
- Start today: For customers, omnichannel has already begun, and engagement is the expectation. The longer you wait to build your omnichannel strategies, the harder it will be to create an excellent customer experience down the road. The technology is out there: you just need to utilize it.