Digital marketing changes every year. Consumers are now using multiple devices to access content on the Internet or to complete a purchase. For example, consumers can now engage with a company in a physical store, an online website or mobile app or through a phone call. Or consumers can start their research or purchase journey on a mobile device and head home to complete it on a desktop.
Omni-channel marketing is a multichannel approach to sales that aims to provide customers with a seamless shopping experience across different devices like a desktop or mobile device.
How do you implement seamless omni-channel marketing? We have four tips to share in this post.
1. Segment Your Audience
You can start segmenting your audience once you’ve collected enough campaign data. Segment out the data that helps you understand your customer better. You can use marketing automation software like HubSpot to build customer profiles and map out the customer journey using campaign data. Rich data can be used to build customer buyer personas or customer use cases.
2. Understand Your Customers
Is your website optimised for lead generation or selling your products? Review the quality of your customer’s experience on your website regularly to learn more about your customers and where to improve.
Run tests using the channels or website pages that customers frequently use. For example, in an eCommerce set up, you can try placing orders, interacting via all available channels or submitting a support case to test responsiveness. Your tests should answer the following questions:
- Do your customers have a good experience with your website?
- Are there any unnecessary steps leading them to complete a purchase?
- How do your customers use different devices to complete their purchase?
3. Respond To Customers On Different Channels
“If you’re just focusing on mobile, you’re solving yesterday’s problems.” Neil Mohan, Google’s VP of Display Advertising, said at a recent conference.
Consumers frequently switch between devices to complete tasks or purchases; from mobile phone to PC, and from desktop to tablets. 90% of consumers start a task on one device and finish it on another. As a marketer, you need to be aware of these trends and adapt accordingly.
4. Utilise A Customer Relationship Management System
It’s challenging to keep track of so many customers details and profiles on your own. Use a CRM like HubSpot’s free CRM to keep track of your customer profiles and behaviour effectively Listening and responding effectively to your customers helps the entire organization.
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