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Using Omni-Channel Marketing to Drive Your Customer Centric Mindset

Ray Gomez, Head, Worldwide Digital Marketing - Channel & Content Strategy at BD
Ray Gomez, Head, Worldwide Digital Marketing - Channel & Content Strategy at BD

Ray Gomez, Head, Worldwide Digital Marketing - Channel & Content Strategy at BD

Customer behaviors have been evolving for quite some time, and the utilization of “digital” has been accelerated by the pandemic. Even though digital channels have enabled the health care industry many opportunities to engage remotely, it also can create many challenges if we are not in tune with our customers ever-changing needs. Companies such as Nike, Starbucks and Apple, have mastered Omni- Channel Marketing by catering to their customer’s “always on” expectations, and utilize different channels to engage with them, such as: mobile, web, social, retail and videos, to name a few. To remain competitive, we need to evolve our marketing and sales strategies to be customer-centric, ensuring an orchestrated customer experience that’s designed to deliver the right message, at the right time, through whatever channel our customers prefer. In other words, customer centricity is key when building an Omni-Channel game plan.

So, what exactly isOmni-Channel Marketing?

Omni-Channel is a fully integrated and seamless buying experience with a brand across all channels and devices. The big difference here is that we are meeting our customers on their preferred channel. Even though in today’s day and age it’s most digital, a true Omni-Channel experience is the convergence of non-personal promotional channel (digital) as well as personal promotion (face-to-face).When carefully orchestrated, our campaigns will: drive more impact, increase frequency and expand reach with customers that we may not have access to today.

Developing an Omni-Channel Gameplan

Step 1 - Generating insights

Great campaigns start with knowing your customer as well as their preferences. When gathering insights make sure to have clear business imperatives, customer segmentation, personas, competition insights as well as the desired behavior that you would like to impact. Also, what’s the value proposition that will make your product or service stand out from the competition? Once you know as much about your customer as possible, then you will be able to begin to realize what your leakage and/or leverage points are. These insights will be the foundation of your Omni-Channel strategy.

Step 2 - Building a winning strategy

Succinct messaging: As you start to formulate your campaign, this is when you will craft a clear message that will cut through the clutter and get your customer’s attention. The message needs to be memorable and have clear focus areas that will address your customer’s pain points and/or solve for a need that they have.

Communication Objectives: Before you turn our message into content, make sure to answer a few questions first, such as: What is the communication objective of the campaign? For example, is this an awareness, education or nurture campaign? If so, do we have the proper messages to drive that desired behavioral change? What’s the value proposition that’s going to make my message stand out versue my competitors?

Building your content gameplan: a successful Omni- Channel campaign will need a great content strategy as its foundation. Your content strategy should:

• place engaging content along all points of the buyer journey

• focus on addressing key pain points with a solutions-first mindset

• find the right mix between standardized content (top of funnel) and personalized content (middle to end of funnel)

• Identify content gaps through a content audit to help you focus your marketing resources

Step 3 - Executing for the biggest impact - Campaign Execution and Measurement

Campaign execution: Now that you have addressed some of your content needs, it’s time to start developing your channel game plan. At this point we will begin to orchestrate our campaign, which will utilize both non-personal and personal channels to engage customers where they want to engage with our brand. A typical Omni-Channel campaign will have a minimum of 4 channels working in unison and will have clear key performance indicators (KPI’s) as well as an optimization plan so that you will be able to make adjustments based on the reporting data.

Measuring Impact: You can’t measure the effectiveness of your campaign without an analytics strategy to track customer engagement. When building your strategy, make sure they are aligned with your business imperatives as well as performance benchmarks. Examples of campaign impact could be something such as: number and percentage of goal conversions that drove customers to a call-to-action (CTA), click through rates (CTR), as well as content which performed best, etc. Ultimately, you should be monitoring metrics that matter and align with your business or strategic imperatives and optimizing campaigns accordingly.

To recap, when building an Omni-Channel campaign, I recommend:

• A clearly defined business and/or strategic objective

• A specific target(s) of who you want to communicate to and what type of behavior you would like to modify

• Focus on developing messaging that’s succinct and purposeful

• What is the communication objective for the different stages of behavior change? Which messages will drive that desired behavior change? And what’s the value Proposition?

• What content do we have to deliver those messages and what is the Call to Action?

• Orchestrate your campaign using a minimum of 4 channels and make sure to have a metrics plan in place to help you optimize along the way.

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