Omnichannel has been buzzing for over a year and still hasn’t lost its ring. Yet, despite the fact that we are surrounded with omnichannel references every day, the concept still seems slightly out of reach. What really is omnichannel? How do we achieve it? What’s holding us back? What about our audiences?
Fights fragmentation to achieve customer-centric foundations
Place customers at the forefront- campaigns are built from their point of view to facilitate seamless transitions across channel experiences
Content is driven by unique customer behaviors and histories: if a customer has a history of purchasing on a brand’s site, these past behaviors will drive the content going forward
Most marketers can pinpoint the engagement advantages that omnichannel strategies provide, however, many marketers still fear the strategic overhaul that omnichannel implies
As digital marketing developed, it was common practice for brands and agencies alike to separate on and offline divisions, and furthermore, silo individual practices within those divisions
Fractured units and isolated capabilities are in direct contradiction of everything omnichannel stands for – the first step toward becoming omnichannel is breaking down these fortified structures and initiating a horizontal, transparent approach to each channel’s responsibilities and capabilities
Transparency is the key to successful leveraging data from in stores, in app and on brand sites to create a complete birds-eye view of how the customer behaved from channel to channel and how seamless the transition was