Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to بازاریابی چندکاناله یکپارچه ( Omnichannel Marketing) چه تفاوت‌هایی با بازاریابی چندکاناله (Multichannel Marketing ) دارد؟ | مرتضی چرخ‌زرین
Similar to بازاریابی چندکاناله یکپارچه ( Omnichannel Marketing) چه تفاوت‌هایی با بازاریابی چندکاناله (Multichannel Marketing ) دارد؟ | مرتضی چرخ‌زرین (20)
More from Martech Academy
More from Martech Academy (11)
Recently uploaded
Recently uploaded (20)
بازاریابی چندکاناله یکپارچه ( Omnichannel Marketing) چه تفاوت‌هایی با بازاریابی چندکاناله (Multichannel Marketing ) دارد؟ | مرتضی چرخ‌زرین
- 2. Recently, I added a pair of shoes from ABCkala to my shopping cart, using my mobile phone at work. Later, I viewed the same shoes on my laptop at home, but didn’t purchase.
- 3. Finally, on a weekend afternoon, I got an email from ABCkala with the subject line “You snooze, You Lose”. Inside the email, the big bold header said “Don’t miss out!” There was an image of my shopping cart, the shoes, and a bright orange tag that said “Only 1 LEFT!” Needless to say, I bought the last pair of shoes.
- 4. Neal Mohan, Youtube Chief Product Officer: “Consumers are flitting back and forth among many devices, from smartphones to desktops, and from laptops to tablets to TVs. “90% of consumers start a task on one device and finish it on another,” he noted.
- 6. In-store buyers who also browse products on a retailer’s website tend to spend 14% more than those who do not conduct online research beforehand.
- 7. Omnipresent customers looking for omnichannel marketing!
- 8. Omnichannel marketing refers to creating your brand’s presence across multiple online (website, app, social media, email, SMS, WhatsApp) and offline (retail store, events, call-center) channels while ensuring a positive and seamless experience throughout the customer journey.
- 9. Omnichannel marketing is the seamless integration of branding, messaging, and online and offline touchpoints as consumers move down the marketing funnel, enabling a more impactful customer experience.
- 10. A touchpoint can be defined as any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication.
- 11. Marketing funnels are a useful tool to help you visualize the path customers take from first finding out about your brand to converting. Understanding them provides useful insight into why some customers convert — and some don’t.
- 12. The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.
- 20. In Multichannel Marketing; consumers have numerous options available to learn about products and services, including stores, websites, direct mail, email and social media.In a multichannel approach, each channel is essentially working in their own best interest rather than focusing on the consumer.
- 27. In Omnichannel Marketing; all of the brand's communications work together to educate and empower the consumer rather than working against each other to get "credit" for the sale. Direct Mail, in-store, email and social messaging are designed to optimize the consumer experience based on the consumer's preferences rather than the brand's preferred method of communication.
- 29. Unlike multichannel marketing, omnichannel marketing keeps the message relevant by having each channel update as the customer engages with your brand. Multichannel marketing has largely static messages across several channels and those channels don’t update and personalize with your customers’ needs.
- 30. Omnichannel Marketing Benefits ● A Better Customer Experience ● Cohesive Brand Strategy & Identity ● Increased Revenue ● Better Attribution Data
- 31. How to create a perfect omnichannel experience?
- 32. To create a perfect omnichannel experience, begin with understanding your customer deeply (probably more than their best friend).
- 33. 1. Data Collection & Unification Putting your customer at the center of your strategy means also putting their data at the center of your customer operations. Why? Because every member of your team can use that data to create a better experience for the customer.
- 34. 1. Customer Data Collection & Unification ● Marketers need that data to send the most relevant message to your customers at the right time ● Product needs the data for merchandising the products customers appreciate the most ● Customer success needs the data to keep a consistent conversation with customers
- 37. 2. Customer Data Analysis Without a team and platform that can translate all of this big data into actionable insights, it is useless. Brands need to deploy an analytics platform that can distill all of this data in near real-time so that teams can course-correct while campaigns run, to meet consumer needs in the moment.
- 38. 3. Customer Journey Mapping Before launching an omnichannel campaign, organizations should be sure to create customer journey maps for each of their audience segments. Outlining these maps allows brands to create more targeted campaigns by considering individual interests, the user experience and interface, and factors outside of the brand’s control that may impact the path to purchase, such as economic factors.
- 40. 4. Targeted Message Delivering it easier to send personalized messages by having smaller groups based on similar traits. These traits could include: ● Profile data: any information you might have on who your customer is, like demographics, age, gender, marital status, location, etc.
- 41. 4. Targeted Message Delivering ● Campaign engagement: how your customers interact with certain campaigns and channels ● Shopping behavior: where your customer is in their customer journey, how often they shop, when they purchased last, etc. You can even combine some of those segments to create even smaller, more precise segments.
- 42. 4. Test, Measure, and Test Again As with anything, your omnichannel marketing strategy will improve over time as you collect and analyze more customer data. However, this means you actively need to test different messages, headers/subject lines, images, times, etc.
- 43. Main Problem Matching shoppers across devices, unifying online and offline profiles, and connecting to the right media to deliver timely messages are nearly impossible for retailers and brands to do on their own.
- 46. Martech Solution