It is increasingly becoming the focus of marketers looking to develop customized or personalized 1:1 campaigns and loyal relationships with their customers. In contrast to a brand-centric view of multichannel marketing, omni-channel is consumer-centric. It reflects the full continuity of the consumer experience in all of the ways he or she engages with a brand.
However, for Omni channel marketing to work effectively, it would need the right social analytics. Omni-channel marketing is necessarily about teamwork, using the various marketing channels towards a single goal and delivering a unified customer experience. In an increasingly social and mobile world, social analytics is the point guard of the omni-channel marketing team.
1. Optimize “Moments of Truth”
As consumers move through the decision journey, they confront a series of experiences, which were famously dubbed “moments of truth”. Through the use of testing, it’s possible for brands to optimize both the zero and first moments of truth online. Serving zero moment segments general product information, blog posts, and other forms of content, for example, may help push them along the path toward purchase. Offering more specific feature lists and product comparisons, on the other hand, may be more appropriate for segments moving through the first moment of truth.
2. Build Paths Through Touchpoints
It might not be possible to optimize an entire consumer decision journey for multiple and mixed channels. You can build relevant next actions for individual touchpoints.
3. Facilitate the Consumer Decision Journey
Testing can also help you to identify the most useful signposts for users as they move through the consumer decision journey. Through testing, it may be possible to determine whether offering mobile users a prominent “find store” option is more effective than a “save for later” option. Or perhaps offering desktop users the option to “buy now” outperforms a nudge to “compare prices.” There are many possibilities and until the best strategies are tested, it will be difficult to confidently determine the right approach.
Comments
Post a Comment