Let’s start by understanding what the concept of Omnichannel marketing means and where it comes from.
There is no formal definition of what omnichannel marketing is, but “omni” is a Latin prefix meaning everything or everywhere. We are familiar with this from the religious concept of an omnipresent God, who hears, sees and understands everything.
Naturally, it takes a powerful strategy and a lot of resources to live up to that.
When a company puts omnichannel marketing on its business agenda, it is a worthy ambition in itself, as it means that you are conducting your marketing initiatives in such a way that each customer has one coherent and meaningful experience, regardless of when and with what mix of channels (online and offline, locally and globally), he/she chooses to interact with the company.
WHAT DOES IT REQUIRE?
For it to be at all feasible to conduct omnichannel marketing, there are a few key factors you must master:
- You must be able to identify and recognise the customer.
- You must be able to collect data for every customer interaction with the company.
- You must use the collected data in future communication and service to the customer,
all regardless of the channel (again: Online and offline, locally and globally).
This means having a handle on your data, but also having (easy) access to a broad and deep range of content – in order to be able to deal with and meet the needs of every conceivable customer situation.
WHAT ADVANTAGES CAN YOU GAIN?
There is no need to act naïve, when you consider why it makes sense to work with omnichannel marketing, for it obviously stems from the perspective of financial profitability.
Helping customers through the whole buying process in the best possible way, regardless of the channel, has a positive effect on the bottom line.