Creating Marketing Consistency with Omnichannel
Apr 21 2020
Marketers are facing the ongoing challenge of meeting users across devices with a consistent experience. While no two users take the same path, the modern customer is using a variety of channels and platforms, from research to purchase, making the importance of a personalized and targeted message across touchpoints critical for reaching and retaining customers.
Connecting the customer journey for a seamless experience is an ever evolving process. Not only are consumers changing behavior, but the industry is also continuously adding new digital platforms, reinventing strategies, or improving optimization methods.
With the use of omnichannel marketing, you can use data to create consistency, extend reach, and improve engagement. Omnichannel marketing is defined as optimizing across channels and budgets to increase efficiency and return on ad spend (ROAS.) But what does this really mean for marketers?
Building a positive brand experience, with a personalized message, across platforms sounds like an impossible feat. And without the right tools, it can seem overwhelming. Not only are you trying to stay up-to-date with the latest and greatest marketing technology, but you are continuously working to make your messaging relevant for a variety of customers.
Omnichannel marketing is about the long game. Many marketers use a variety of serving platforms for social, video, programmatic, etc.and it’s best to understand how they work together over time before pulling levers. This shows a bigger picture of what’s actually happening and how it’s impacting your business. There are a few key areas that can help you get started with your process.
Create consistent Key Performance Indicators (KPIs) and align by priority.
By identifying focal areas that can be compared across platforms, you can see where users are engaging and which messaging resonates. The order of importance of KPIs, in that most platforms optimize to your top initiative, should also be consistent across campaigns.
Monitor the metrics.
Once you have identified what metrics or conversion data that is important to your business, you can look at your brand’s initiatives and examine how you measure success. Metrics such as form fills, phone calls, and completed purchases are a stronger indicator of how a campaign is performing and where improvement can be made.
Let the data guide optimizations.
By combining data with human analysis, calculated decisions can be applied and adjustments made to optimize performance, shifting the trajectory of a campaign.
The primary focus of omnichannel marketing is to monitor total performance and shift strategies and budgets according to performance as they align with your goals. Instead of siloing your budget, you should look at it as the total amount that can be adjusted across platforms based on performance.
Omnichannel marketing is here to stay. It’s essential customers get the same message with the same direction no matter where or when they are interacting with your brand. With a properly executed omnichannel strategy, every interaction contributes to nurturing customers along the consumer journey. Investing in both time and technology, learning how platforms and strategies integrate and being prepared for fluid budget optimizations can raise your brand above the rest.