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6 Things to Consider for an Omni-Channel Marketing Approach

by | May 31, 2018

“T he customer journey isn’t as simple as it used to be. When consumers enter a store to make a purchase or click “Add to Cart,” they’re ready to buy. They’ve done their research, and they’ve made an informed decision. Consumers are getting their information from multiple channels, and they’re more knowledgeable than ever. As a result, marketing today requires an omni-channel approach.

1. New Channels

96% of Americans shop online – not surprising (Source). But consumers aren’t just shopping online. The way consumers buy is evolving. They’re voice shopping and getting suggestions from Alexa and Amazon. There are more platforms for them to reference when making purchase decisions. Your strategy needs to reach the prospects through every avenue. Omni-channel marketing is essential to providing a seamless multi-channel shopping experience.

2. Video Content

Consumers are getting their product information in new ways. Video content is one such way. It’s becoming more and more prevalent. Over 500 million people are watching Facebook videos each day. Prospects that view product videos are 85% more likely to buy (Source). Your approach should include interactive video content. Product videos, demos and testimonials are great ways to reach consumers.

3. Voice Search

Your omni-channel marketing approach should also address the presence of voice recognition devices. Voice search has grown with the existence of products like Amazon Echo and Google Home. In fact, half of all searches will be voice searches by 2020 (Source). Consumers can shop through these devices too. Digital shopping habits are evolving. You should consider these factors as you develop or adapt your marketing.

4. Artificial Intelligence

Recommendation engines use customer data to best match them with products. AI provides relevant suggestions based on past searches, purchases and similar user data. 35% of Amazon’s sales come from their recommendation engine (Source). Think of all those “Customers like you bought…” and “Recommendations for You” sections. AI isn’t going away, and you can use it to your advantage. AI should make an appearance in your omni-channel approach.

5. Personalized Messaging

One generic marketing message won’t cut it anymore. Today’s consumers respond well to personalization. 88% of consumers say they’re more likely to shop with retailers that deliver personalized and connected cross-channel experiences (Source). Marketing automation is one way to deliver specific and relevant content to consumers. As you adapt your marketing to target consumers through numerous channels, make sure it isn’t a bland, mass marketing message.

6. Customer Experience

Your marketing plan must take an omni-channel approach to messaging across the customer journey. Most companies with a focus on customer experience notice “higher engagement and conversion rates” (Source). Consumers want a tailored experience across all channels. Whether your customer is a consumer, distributor, retailer or wholesaler, the shopping experience is constantly evolving. Your approach should match that change and evolve along with it.

A traditional marketing approach is outdated in today’s digital world. As you move toward an omni-channel approach, consider how consumers shop and what technology they’re using. If you need more information about developing an omni-channel marketing approach, contact us.

Mary Ellen Ellar, VP Account Services

Mary Ellen’s experience on the corporate and agency side gives her a unique perspective on understanding client businesses. She’s passionate about channeling client needs into a creative and strategic plan that showcases what’s important to their business.

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