Google sites, 71% of in-store shoppers who use smartphones for research say their device has become more important to their in-store experience. For the B2B consumer, the buyer journey is mirroring that same path of consumption. People are acting as their own salesperson, educating and comparing company products or services by analyzing websites, social media, and customer review platforms on their smartphones, iPads, or laptops before making a decision. This is the modern day Paul Revere telling you, “Omnichannel is coming, omnichannel is coming!” It’s not just coming, it’s here; and as marketers have figured out, there are many obstacles surrounding omnichannel marketing.
Because there are endless options when it comes to the way your prospects or customers digitally consume, one of the biggest obstacles is creating a seamless user experience. As a marketer, you may be putting all your time in one place and may miss the untapped potential of another platform. In order to effectively reach your audience in a seamless fashion, the marketer must understand every stage of the customer’s lifecycle. According to the RIS News Retail IQ Report Maturity Ladder for the omnichannel platform readiness, leading retailers in this field are shifting from targeting segments to engaging individual shoppers in a personalized way, and measuring customer engagement at different levels including tracking behavior across channels, social media, and participation with the brand.
Insight into a customer’s lifecycle allows you to pull tracking data to send more targeted communications to the right people at the right time. A lifecycle marketing tool can and should ideally identify and measure key metrics that reveal the consumers’ inclination to engage with the company, and develop strategies based on that data. The solution to achieve maximum success in this regard is automation.
Another common issue is appearing as one functional group rather than separate departments when customers interact with you on various channels. Lack of organization across departments leads to fragmented communication, making it difficult to see the full picture – which is frustrating for the user.
The key to omnichannel marketing is making sure all the platforms work together so that consumers can easily pickup where they left off on different devices. Genesys’ VP of Corporate Marketing, Keith Pearce says, “They [organizations] will have to break down the silos of departmental touchpoint and channels that have been offered to customers to create a more holistic or omnichannel approach where, as customers move from channel to channel, the context of their interactions is passed along so they can get the best service action that they need.”
Because the existence of the omnichannel user is here to stay, it’s vital to address the changing requirements of a new generation. A generation that wants a personalized experience and ongoing relationship beyond a one time purchase.
Want more? Be sure to check out, What is Omnichannel Marketing and why Should you Care?
