Looking Past the Trends: Why Value Lies in the Convergence of...
The Nuances of Marketing
How Tech is Changing Just About Everything in Marketing
The State of Marketing Technology Solutions
Expressing Your Brand in the Age of MarTech: Challenges and...
Dawn Lerman, Ph.D. Professor of Marketing and Executive Director, Center for Positive Marketing, Fordham University and Author of The Language of Branding: Theories, Strategies and Tactics
Do Consumers Want MarTech?
Michael R. Solomon, Ph.D, Professor of Marketing, Saint Joseph’s University
When Did Martech Get So Complex and How Ecosystem Thinking Can Help...
Richard George, Global Head, Digital, User Experience and Marketing Technology, Refinitiv
Data Helps Companies Keep Pace with Consumer Expectations
Scott Horn, CMO, 7.ai
Thank you for Subscribing to CIO Applications Weekly Brief
Top Strategies to Unleash the Efficacy of Omnichannel Marketing
FREMONT, CA: Technology, business processes, and marketing strategies are interrelated. A change in technology drives changes in the other two as well. Hence, the grand technological transformation has brought about variations in marketing strategies and subsequently led to the advent of omnichannel marketing. Omnichannel marketing helps companies provide unmatched marketing capabilities by creating a balance between all possible marketing channels. A few strategies to implement omnichannel marketing are discussed here.
• Prioritizing Customer Experience
Customer experience is a priority and must be addressed before companies consider profits. Information for customers is to be made readily available. This means, the marketing strategy should be unified, and all departments collaborate well. Optimized internal communications allow organizations to devise omnichannel strategies and apply them across departments.
• Inventory Checks
The inventory must be regularly monitored and accurately maintained. Whenever customers make purchases, they expect the product to be in stock. It is essential that there is sufficient stock available at all points of time so that customers can be provided with it even if they want to pick it up themselves. Inventory management software significantly convenience companies these days.
• Making Systems Data-Centric
Omnichannel marketing can be successful only if companies have an understanding of what customers want. A data-driven approach can help companies to understand their customers through data analysis tools and make recommendations based on behavioral patterns and purchase history of customers.
• Audience-Specific Marketing
Omnichannel marketing might become unfruitful if the right audience is not targeted. Upon receiving insights about individual customers, companies must make it a point to segregate them into groups and then design group, specific marketing models.
With relevant data available, companies can look to make omnichannel personalized. Personalized marketing offers much better conversion rates. Targeted and timely ads act as gentle reminders for customers. Customer service can also be part of omnichannel marketing. Customers prefer convenience, and companies should offer assistance in simple ways.
Omnichannel marketing needs to be very consistent concerning content, packaging, designing, and experience. It has the potential to greatly convenience marketers, and it can give good returns provided companies can instill trust among customers.