1. Content marketing involves creating useful content to build relationships with customers. It shifts marketers' role from promoters to storytellers.
2. Implementing an effective content marketing strategy involves setting goals, identifying target audiences, creating content plans, developing high-quality content, distributing content through owned, paid and earned media, amplifying content through influencers, and evaluating performance.
3. Omnichannel marketing aims to provide a seamless customer experience across channels by integrating traditional and digital marketing. It requires understanding customer journeys, improving critical touchpoints, and using data to optimize the experience.
ATL & BTL activities refer to two different marketing agency styles, particularly used for marketing and communication promotion. ATL activity means “Above the line” advertising while BTL activity means “Below the lines” advertising.
Fundamental of Digital marketing- Basic Of Digital Marketing Amit Thakur
Digital Marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps.
Digital marketing is sort of an umbrella term that includes all the modern marketing strategies. We are talking about marketing tactics that involve reaching out to the target customers through online marketing (Internet, mobile phones,) and social media marketing (Facebook, Instagram, Twitter, and such.)
An introduction to digital marketing. What is digital marketing? What are the key trends in the digital marketing space? Why is digital marketing necessary? What is Marketing 4.0? How do you do digital marketing? What are the tools and technologies of digital marketing?
Benefits of digital marketing: Digital Marketing Expertsbrandhype
Digital Marketing Agency in Gurgaon specializing in Pay Per Click marketing, Search Engine Optimization, Social Media and Online Branding. We offer complete solutions to your business and get you more leads and more Revenue
ATL & BTL activities refer to two different marketing agency styles, particularly used for marketing and communication promotion. ATL activity means “Above the line” advertising while BTL activity means “Below the lines” advertising.
Fundamental of Digital marketing- Basic Of Digital Marketing Amit Thakur
Digital Marketing refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps.
Digital marketing is sort of an umbrella term that includes all the modern marketing strategies. We are talking about marketing tactics that involve reaching out to the target customers through online marketing (Internet, mobile phones,) and social media marketing (Facebook, Instagram, Twitter, and such.)
An introduction to digital marketing. What is digital marketing? What are the key trends in the digital marketing space? Why is digital marketing necessary? What is Marketing 4.0? How do you do digital marketing? What are the tools and technologies of digital marketing?
Benefits of digital marketing: Digital Marketing Expertsbrandhype
Digital Marketing Agency in Gurgaon specializing in Pay Per Click marketing, Search Engine Optimization, Social Media and Online Branding. We offer complete solutions to your business and get you more leads and more Revenue
Integrated Multi-channel Digital Marketing Strategies Dushyant Verma
This presentation on Integrated Multi-Channel Digital Marketing Strategies covers an overview of various Digital Marketing techniques i:e SEO, SMO, PPC, Display Adv, Email Marketing, Online Reputation Mangement and Affiliate Marketing, channels, and platforms to generate favorable actions or responses from targeted audiences.
Social Media Marketing is something when someone creates and shares a content on various social media platforms to promote his/her brand and achieve the required marketing goals
Introduction to digital marketing
Topics
Traditional Vs Digital Marketing
Concept : Digital Marketing
Digital Marketing Channel
Stages of planning
SEO (Search engine Optimization)
Using digital marketing (make it local)
Golden Unicon is the No.1 Digital Marketing Company in Madurai, We do Web Design, Development, Digital Marketing, E-Commerce
Graphic Design, Corporate Videos & Logo Creation.
This Presentation is all about Digital marketing and all modules of digital marketing. Modules of digital marketing are SEO, SEM, Email Marketing, Video Marketing, Content Marketing, Affiliate Marketing, Social Media Marketing.
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
February 3, 2017. Polytechnic University of the Philippine Taguig City Metro Manila Branch.
I shared my first-hand experience and knowledge to some 40+ 4th year marketing students in the said university in their event named: Big BUZZ! Digital Marketing: Interlink with the Outside World.
I enjoyed sharing my presentation titled: The Fundamentals of Digital Marketing. I hope to see you again next time PUP!
Official pics: https://www.facebook.com/296595453714747/photos/?tab=album&album_id=1533647946676152
Integrated Multi-channel Digital Marketing Strategies Dushyant Verma
This presentation on Integrated Multi-Channel Digital Marketing Strategies covers an overview of various Digital Marketing techniques i:e SEO, SMO, PPC, Display Adv, Email Marketing, Online Reputation Mangement and Affiliate Marketing, channels, and platforms to generate favorable actions or responses from targeted audiences.
Social Media Marketing is something when someone creates and shares a content on various social media platforms to promote his/her brand and achieve the required marketing goals
Introduction to digital marketing
Topics
Traditional Vs Digital Marketing
Concept : Digital Marketing
Digital Marketing Channel
Stages of planning
SEO (Search engine Optimization)
Using digital marketing (make it local)
Golden Unicon is the No.1 Digital Marketing Company in Madurai, We do Web Design, Development, Digital Marketing, E-Commerce
Graphic Design, Corporate Videos & Logo Creation.
This Presentation is all about Digital marketing and all modules of digital marketing. Modules of digital marketing are SEO, SEM, Email Marketing, Video Marketing, Content Marketing, Affiliate Marketing, Social Media Marketing.
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
February 3, 2017. Polytechnic University of the Philippine Taguig City Metro Manila Branch.
I shared my first-hand experience and knowledge to some 40+ 4th year marketing students in the said university in their event named: Big BUZZ! Digital Marketing: Interlink with the Outside World.
I enjoyed sharing my presentation titled: The Fundamentals of Digital Marketing. I hope to see you again next time PUP!
Official pics: https://www.facebook.com/296595453714747/photos/?tab=album&album_id=1533647946676152
How can marketers reach their target market?Proweaver, Inc
Stay ahead of the competition by implementing relevant digital marketing campaigns for your business this 2022. Read now to learn more!
Originally published at https://www.proweaver.com/relevant-digital-marketing-campaign-this-new-year.
Unveiling the Future_ Digital Marketing Trends and Innovations.pdfjohnjd2545757
Social media advertising remains a cornerstone of digital marketing strategies, offering unparalleled targeting capabilities and expansive reach across platforms like Facebook, Instagram, Twitter, and LinkedIn. Key considerations for effective social media ads include:
Audience Targeting: Leveraging demographic, behavioral, and interest-based targeting options to reach the most relevant audience segments.
Compelling Visuals and Copy: Creating visually appealing ad creatives and compelling copy that resonate with the target audience and convey the brand's message effectively.
Ad Formats: Experimenting with various ad formats, including image ads, video ads, carousel ads, and story ads, to find the most engaging formats for different objectives.
Monitoring and Optimization: Continuously monitoring ad performance metrics, such as click-through rates, conversion rates, and return on ad spend (ROAS), and optimizing campaigns based on data-driven insights to maximize effectiveness and ROI.
Unveiling the Future_ Digital Marketing Trends and Innovations.pdfjohnjd2545757
Social media advertising remains a cornerstone of digital marketing strategies, offering unparalleled targeting capabilities and expansive reach across platforms like Facebook, Instagram, Twitter, and LinkedIn. Key considerations for effective social media ads include:
Audience Targeting: Leveraging demographic, behavioral, and interest-based targeting options to reach the most relevant audience segments.
Compelling Visuals and Copy: Creating visually appealing ad creatives and compelling copy that resonate with the target audience and convey the brand's message effectively.
Ad Formats: Experimenting with various ad formats, including image ads, video ads, carousel ads, and story ads, to find the most engaging formats for different objectives.
Monitoring and Optimization: Continuously monitoring ad performance metrics, such as click-through rates, conversion rates, and return on ad spend (ROAS), and optimizing campaigns based on data-driven insights to maximize effectiveness and ROI.
Selling Content Marketing Software to the C-SuiteCompendium
Selling Content Marketing Software up to the C-Suite can be a challenge for a number of different reasons. Our latest 8 page guide aims to solve that problem by providing you with what each person in the C-Suite is worried about and specific examples of how to speak to each person.
Maximizing Your Digital Presence Unveiling the Power of an Evolved Marketing ...Veryshop1Line
Supercharge your brand's influence with the ultimate digital marketing funnel. This strategic powerhouse effortlessly navigates users from initial awareness to unbreakable loyalty. Delve into the evolution of this critical approach, propelling your business to the forefront of the ever-evolving digital marketing landscape. In the dynamic landscape of digital marketing, a strategic approach can make all the difference. Enter the digital marketing funnel, a sophisticated strategy delineating the journey from brand awareness to customer loyalty. This essential framework guides users seamlessly, from being mere targets to devoted customers, and is pivotal for enhancing overall marketing efficiency. The Evolution of the Digital Marketing Funnel
While the concept of a digital marketing funnel may seem straightforward, its implementation is a nuanced process. Numerous marketing channels and distinct trigger points for users add complexity. However, with the assistance of a proficient digital marketing and IT services provider, successful implementation becomes achievable.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
What Skills do B2B Marketers Need to be Truly Effective in 2014?Klaxon
Presentation delivered by Andy Bargery of Klaxon at a conference in London called The Evidence, March 2014.
The conference was organised by B2B Marketing Magazine and revolved around entries into the B2B Marketing Awards in 2013. This presentation was based on the submissions to those awards.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Content marketing and omni channel marketing for brand curiosity
1. 1
Unit No – 4
Presented By,
Ms. Snehal Hole
Content Marketing
for Brand Curiosity
2. • In a nutshell, content marketing is a marketing approach
that involves creating, curating, distributing, and amplifying
content that is interesting, relevant, and useful to a clearly
defined audience group in order to create conversations
about the content.
• Content marketing is also considered to be another form of
brand journalism and brand publishing that creates deeper
connections between brands and customers.
Content Is the New Ad, #Hashtag Is the New
Tagline
3. • Content marketing shifts the role of marketers from brand
promoters to storytellers.
• Content marketing has been a buzzword in a recent years,
and it is being touted as the future of advertising in the
digital economy. The transparency brought by the internet
has indeed given birth to the idea of content marketing.
• An advertisement contains the information that brands
want to convey to help sell their products and services.
Content, on the other hand, contains information customers
want to use to achieve their own personal and professional
objectives.
5. Step 1: Goal Setting
Before embarking on a content-marketing journey, marketers should define their goals
clearly. Without proper objectives in place, marketers might become lost when they
dive deep into content creation and distribution. Their goals should be aligned with
their overall business objectives and translated into key metrics, against which the
content marketing will be evaluated.
• Content-marketing goals can be classified into two major categories. The first
category is sales-related goals; these include lead generation, sales closing, cross-
sell, up-sell, and sales referral.
• The second category is brand-related goals; these include brand awareness, brand
association, and brand loyalty/advocacy.
6. • Once the objectives have been clearly defined, marketers should determine
the audiences they want to focus on. Marketers cannot simply define the
audiences in broad terms such as “our customers,” “youth in general,” or
“decision makers.” Defining a specific audience subset will help marketers
create sharper and deeper content, which in turn contributes to the brand’s
effective storytelling.
• As with traditional segmentation, the audience perimeters can be
geographic, demographic, psychographic, and behavioral.
Step 2: Audience Mapping
7. • The next step is to find ideas about what content to create and
to perform proper planning. A combination of relevant themes,
suitable formats, and solid narratives ensures a successful
content-marketing campaign.
• In finding the right theme, marketers should consider two
things. First, great content has clear relevance to customers’
lives.
• With all the information clutter, content must mean something
to the audience to avoid being dismissed.
Step 3: Content Ideation and Planning
8. • All the activities that we have discussed lead to the most
important step, which is the content creation itself.
Successful content marketers know that content creation
is not a part-time job that can be done half-heartedly.
• Content creation requires enormous commitment in terms
of time and budget. If content is not high quality, original,
and rich, a content-marketing campaign becomes a waste
of time and sometimes backfires.
Step 4: Content Creation
9. •High-quality content is useless unless it reaches its
intended audience. In a sea of content, it is easy for a
particular content to get lost in transmission.
•Marketers need to ensure that their content can be
discovered by audiences through proper content
distribution.
•There are three major categories of media channels
that content marketers can use: owned, paid, and
earned media.
Step 5: Content Distribution
10. • The key to a strong earned media distribution is a content
amplification strategy. Not all audiences are created equal.
When the content reaches key influencers in the intended
audience group, that content is more likely to go viral. The first
step marketers should do is to identify these influencers.
• They are respected figures in their communities who have a
sizable group of engaged followers and audiences. They are
often content creators themselves who have built their
reputation over time with great viral content. They are
considered experts in their communities.
Step 6: Content Amplification
11. •Evaluation of content marketing success is an
important post-distribution step. It involves both the
strategic and the tactical performance measurements.
•Strategically, marketers should evaluate whether the
content-marketing strategy achieves the sales-related
and the brand related goals set in Step 1
Step 7: Content Marketing Evaluation
12. • In essence, marketers need to track content performance across the
customer path with the help of social listening and analytic tools. There
are five categories of metrics that measure whether the content is
visible (aware), relatable (appeal), searchable (ask), actionable (act), and
shareable (advocate).
13. • The key advantage of content marketing over traditional marketing is that it
is highly accountable; we can track performance by content theme, content
format, and distribution channel. Performance tracking is very useful for
analyzing and identifying opportunities for improvement at a very granular
level.
• This also means that content marketers can easily experiments with new
content themes, formats, and distribution channels.
Step 8: Content Marketing Improvement
14. Omni channel Marketing for
Brand Commitment
Integrating Traditional and Digital Media and Experiences
15. • Omni channel marketing—
The practice of integrating multiple channels to create a
seamless and consistent customer experience. It requires
organizations to break channel silos and unify their goals and
strategies. This will ensure a concerted effort across multiple
online and offline channels to drive customers into making the
commitment to purchase.
The Rise of Omni channel Marketing
16. • As customers become increasingly mobile and connected, time
becomes the scarcest resource in their lives. They choose
brands that provide the convenience of access and transaction.
• They expect companies to deliver instant solutions to their
needs without the hassles. The speed of delivery is often as
important as the products and services themselves. In the
“now” economy, real-time marketplaces—
Trend 1: Focusing on Mobile Commerce in the “Now”
Economy
17. •Mobile phones are arguably responsible for this. No
other channels beat mobile phones when it comes to
proximity to customers. Moreover, no other channels
are as personal and convenient as mobile phones.
Therefore, when start-ups flood the market with their
on demand services, the adoption level is
unprecedented.
18. • In brick-and-mortar stores, customers often face the daunting
task of browsing through a multitude of choices on the shelves
and making a purchase decision. Marketers need to assist
customers to discover and ultimately purchase their brands
amid the clutter and noise within stores.
• Sensor technologies (e.g., beacon, near field communication
(NFC), and radio frequency identification (RFID)) provide
solutions to this problem by bringing “webrooming” into the
stores.
Trend 2: Bringing “Webrooming” into Offline
Channels
19. • The approach of using machine-to-machine connectivity (the
internet of things) brings the simplicity and immediacy of the
“webrooming” experience into the offline shopping experience.
It allows offline channels to engage customers with relevant
digital content that facilitates purchase decisions, such as
product details and reviews from peer customers. It
significantly enhances the overall omnichannel experience and,
more importantly, helps marketers improve sales.
Trend 2: Bringing “Web rooming” into Offline
Channels
20. • In the digital era, customers can purchase products and services effortlessly
and instantly. They can also access a wealth of trustworthy content to
facilitate their decision making. But online channels will most likely never
completely replace offline channels.
• Offline shopping is about using the five senses to experience products and
services before committing to purchase. Moreover, brick-and-mortar
shopping is all about social lifestyle and status; people expect to see and to
be seen by other people when they shop offline. It is also about the human-
to-human connections that usually happen in offline channels.
Trend 3: Bringing “Showrooming” into Online
Channels
21. • In recent applications, “showrooming” and “webrooming” rely heavily on
mobile devices (phones and wearables) as the main interfaces for the
customer experience.
• Beyond their role as interfaces, mobile devices are also effective data-
capture tools.
• Mobile devices serve as the bridge that connects the digital world with the
offline world.
• Marketers are now able to view a seamless picture of customers navigating
across online and offline channels, something that was previously not
possible.
• The rich customer data that marketers can potentially capture include
customer demographics, customer journey patterns in offline channels,
browsing patterns in online channels, social media activities, product and
promotion preferences, and transaction records, among others.
Optimizing Omnichannel Experience with Big-
Data Analytics
22. • Capturing the data is extremely useful for marketers to optimize
channel operations. Knowing where customers walk and spend
their time inside a store allows marketers to optimize the store
layout and visual merchandising.
• Understanding which promotion works for each individual
customer allows marketers to tailor their messages accordingly
and avoid sending irrelevant spam. Being able to know exactly
where customers are located at any given time makes it
possible for marketers to engage them with real-time offers.
23. • Moreover, marketers can use collected data for predictive
analytics. Tracking historical transaction patterns helps marketers
predict what customers will buy next.
• It ultimately provides the opportunity for marketers to anticipate
future customer demands and manage their inventories.
24. • To develop a good omnichannel marketing strategy, marketers need t
view the customer path on a more granular level. Marketers need to
map all possible touchpoints and channels across the five A’s
Step-by-Step Omnichannel Marketing
25. • The first step in developing an omnichannel marketing strategy
is to map all possible touchpoints and channels across the five
A’s.
• A touchpoint is defined as every direct and indirect customer
interaction, online and offline, with a brand and/or other
customers in relation to the brand throughout the customer
path
• It is usually described as an actual action that customers take
when they are in each stage of the five A’s. For example, in the
aware stage, customer touchpoints include learning about a
product, whereas in the act stage customer touchpoints include
purchasing a product, using the product, and servicing it.
Step 1: Map All Possible Touchpoints and Channels across
the Customer Path
26.
27. Step 2: Identify the Most Critical Touchpoints and
Channels
Figure 10.2 Identifying the Most Popular Touchpoints and Channels
28. • The next step is to evaluate and improve the most important channels
across the most critical touchpoints, which will determine the success of
omnichannel marketing.
• Companies should also allocate additional financial resources to those
important elements.
• To deliver a truly omnichannel customer experience, companies should also
create an organizational structure that can operationalize the strategy
• Companies should break the organizational silos and connect the internal
teams responsible for different channels so that they can collaborate to
deliver that seamless and consistent experience
Step 3: Improve and Integrate the Most Critical Touchpoints
and Channels