“You are in a dilemma between love and life”. A chiromancer told me and it’s true. It’s amazing how these palmists foretell the future, recall the past and see the present – your feelings, your thoughts and even your plans. But at some point, looking ahead is a real wise move, like Omni Channel Marketing.

Omni Channel Marketing is the modern, major change in the customer journey; it anticipates the customer’s seamless buying behavior from point A to point B; a one-on-one communication with consumers through different channels and the many devices they use.

Convenience, is the best alias for Omni Channel Marketing, making the customer’s buying experience evolve with the powerful and advanced technologies of sales and marketing. Not like we used to in the old days when we’d have to walk, run or drive for miles to brick-and-mortar stores to buy the products we need or want, now we have everything ready for purchase in our hands, at a tap of a button.

In this article by Marketo in which they featured John Bowden, Senior VP of Customer Care at Time Warner cable. He shared his perception of how a seamless omni-channel looks like:

Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!

Here’s a takeaway for marketers looking to implement omni channel marketing:

Be the customer

Check on your customer’s buying scheme by going through the process yourself to test the experience from research, purchase and connecting with your product. Go through the experience of placing orders via different channels and see how delightful this process can be for your customers. From your observation and analysis you will be able to draw conclusion and decipher what could be inside the mind of your prospect so that’s where influencing buying decision comes in.

Measure the Data

This is a data-driven marketing, so you have to measure the success via customer response using variables such as online and in store, top tailor messaging and customer data. As per Julie Bernard of Macy’s:

“We can now measure success in terms of the response of real people over time, in addition to measuring individual campaigns. We have enough data at the customer level to see how she interacts both online and in the store, so we can tailor messaging and offers to her appropriately by channel. We strive to balance the use of customer data to inform content relevancy with the use of consumer insights to ensure that the relevancy is coupled with a sense of discovery and inspiration.”

Profile your customers

Gather useful data points to help you understand your customers’ purchase behavior. Marketing automation tools may be utilized to help build rich profiles that can create buyer personas. A survey may be rolled out to generate these data.

Update your marketing database and get targeted list of IT and Software buyers for your business!

Build content messaging

Create content messaging that would answer uses cases and behavior. Use customer engagement case in your messaging by suggesting a “to do” to your customer after buying or intending to buy your product.

Below are fine examples:

In this case, we have created and customized targeted content for cloud and telecom industries.

Listen and Respond

Be aware and quickly provide responses to your customer’s multiple device uses for single transactions, like saving items in a cart from one device and purchasing on another device. (e.g. smartphone to pc to tablet, pc to smartphone to tablet or tab to pc)

Check this sample scenario: An athlete browsed the Nike website through his PC at home. At a lunch date, he placed an order by adding to cart a pair of Nike Air using his tablet but got distracted by a long phone call. Later in the afternoon, he got an email from Nike about his pending order so he completed the purchase via his mobile phone. Seamless, integrated and consistent – that’s Omni Channel Marketing.

Marketers, be like chiromancers – read through your customers’ minds and understand their buying behavior and deliver a consistent and uninterrupted brand experience across channels.

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