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Best Practices for Omni-Channel Marketing

By CIOReview | Friday, May 24, 2019

FREMONT, CA: Providing a seamless experience to the potential customers is crucial to gain their trust. With various forms of media, it is essential to maintain a unified brand identity. Whether it is a brand’s website, social media, app, or their customer representatives, an identical brand image increases the trust factor among the audience while any inconsistency follows confusion, lost business, or digital devaluation of the brand through negative reviews. However, omni-channel marketing holds a brand together, and its potential must not be undermined.

Here are a few tips for Omni-channel marketing:

Putting on the Customer’s Shoes

It’s crucial for the marketers to understand the customer’s experience as they come across the marketed products. The marketers can pilot test the processes that customers have to go through until they reach the brand or their products. Following the processes like researching, viewing, following the Google Ad, and customer support interactions keeps a marketer informed about the flow of the operations while letting him to incorporate necessary steps to streamline them.

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Information Flow and Coordination

The various departments, such as sales and customer support, must coordinate with each other. Otherwise, omni-channel marketing will not work. Automatic data sharing facility must be designed with the help of supporting systems, without much human interference to eliminate errors. Data sharing allows cross-channel coordination and helps in developing a unified data strategy.

Behavior-Based Messaging

A prospect that has already interacted with the company by viewing its webinar, attending its event, adding its product to their cart, or in any other way, then they must be engaged accordingly. Interacting with them or providing them with necessary information builds trust.

Audience Classification

Audience classification based on their persona and the behavioral pattern is crucial. Later, a customized message can be sent to these individual groups. In general, audiences are different. For example, the B2B audience responds better on specifications and details. Understanding the audience and serving them according to their need is the key to business growth.


Measure and Test

The high volumes of data allow marketers to get a deep insight into consumer behavior. However, it is essential to measure not only the marketing campaign data but also to understand the customer’s online, over the phone, and in-person interactions. These results can be used to create relevant, timely, and personalized messages for a customer.