Customers are more connected and more informed than ever. Digital marketers now need an entirely fresh perspective to succeed in a world where customers and prospects experience their brand in multiple ways – online ads, websites, the mobile web and apps, blogs, email, social media, the call center, web chat, instant messaging and more. In retail, the customer journey might also include a visit to a real world store.
Too often, there is little consistency across these experiences. A lot of big brands, despite paying lip service to multi-channel marketing, still operate web, email, social and mobile channels independently. Customers might click on a link in an email and be taken to a landing page with a very different look and feel. Multi-channel marketing for many simply means promoting their eCommerce channels via email shots, social media posts or SMS messages.
Yet most brands are still on the starting blocks when it comes to true omnichannel marketing. Omni-channel is not just another way of saying multi-channel – it’s a whole new approach, encompassing technology, marketing and a sea change in company culture.
Customers and potential customers share some common desires – they want to be valued, they need engagement to be efficient and consistent, they want to be able to trust your business and to be in control.
But there is an increasing realization that people are individuals – and we all do things differently. It’s no longer possible to have one sweeping, scalable marketing strategy. Empathy and understanding the nuances of customer motivation is vital.
According to a recent SmartFocus webinar by industry analyst and digital guru, Brian Solis, “It is about people. The more we can study who they are, what they like and they don’t like, the better we can build personal journeys that matter.”
A new SmartFocus eBook, 'Creating Truly Personal Omni-Channel Customer Experiences', explains how to build those journeys and develop an omni-channel marketing strategy that appeals to each and every customer and prospect in the way that works for them. The eBook includes exclusive video insights from Brian Solis, and covers subjects such as:
- What is omni-channel marketing and why is it important?
- Being human and staying tech savvy
- Social media - the moment of truth
- Why email marketing is more important than ever
- Using your customer date to create meaningful experiences that matter
- Getting started with omni-channel marketing
Download the eBook for free at http://www.smartfocus.com/resources/creating-truly-personal-omni-channel-customer-experiences.
