Article

Mike Owen
Mike Owen 9 November 2015
Categories

Omnichannel Marketing: Optimizing The Customer Experience

While many brands are adopting a positive multichannel approach how many of these can claim to offer a truly omnichannel experience?

Omnichannel strategy has been gathering pace (and column inches) as one of the most frequently-discussed topics among marketing executives over the past couple of years. And while most understand that it’s all about brands striving to create a seamless user experience across multiple channels, the path to achieving this goal remains murky.



Earlier this year, a survey by software provider Neustar found that 30% of companies believe omnichannel marketing is ‘critical’ to their business and 40% deemed it ‘important’, while just 14% said it isn’t a priority. However, while many brands are adopting a positive multichannel approach, deploying campaigns across websites, mobile apps, social media and traditional media, how many of these can claim to offer a truly omnichannel experience?


What differentiates a multichannel offering from an omnichannel one is the depth of integration. As HubSpot explains: "You can have amazing mobile marketing, engaging social media campaigns, and a well-designed website. But if they don’t work together, it’s not omnichannel."

“An omnichannel approach accounts for each platform and device a customer will use to interact with the company. That knowledge is then used to deliver an integrated experience. Companies using this technique align their messaging, goals, objectives, and design across each channel and device.”

Examining Best Practice

The British Airways 2013 Magic of Flying campaign is an excellent example of a genuinely omnichannel effort, seamlessly combining outdoor and digital elements. The campaign used interactive billboards to respond to planes flying overhead, and quietly encouraged audiences to look upwards using the hashtag #lookup, before displaying the plane’s destination. The hashtag was used to drive people to a branded website, generating over 75,000 unique visits and 1 million YouTube views.


Disney’s customer journey is another prime example of best practice, fully integrating the digital and real-world customer experience. Visitors can plan their trip via the My Disney Experience app, then book restaurant reservations and access attraction wait times and showtimes on the app once at the resort. The Magic Band device adds a wearable dimension to the experience: these waterproof wristbands for visitors act as a hotel room key, park admission pass, payment tool and FastPass+ check-in validator.

Overcoming Difficulties

Despite the clear benefits of an omnichannel marketing strategy, embedding this approach in business thinking is easier said than done. A 2014 survey from the CMO Club found that 85% of CMOs are struggling to implement omnichannel strategies due to lack of access to data, or inadequate tools and technology. In addition, 84.6% said they are either not measuring their crosschannel marketing performance at all, or are doing so using anecdotal or subjective criteria.


The key concern cited by CMOs was that customer data and customer interaction data is unavailable or spread across many different "data silos". Without this vital information, it’s impossible for businesses to develop a coherent omnichannel strategy that incorporates all touch points and serves customers’ needs effectively. The first step towards building an omnichannel strategy, therefore, is to find a software solution that aggregates all data sources into one accessible dashboard, providing a holistic view of the customer journey. Find out how censhare can help your business take that step with integrated data solutions.

Original Article

Read More About Omnichannel

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Infographic: 5 Key Findings from the Content Marketing Maturity Report

Infographic: 5 Key Findings from the Content Marketing Maturity Report

A new report from London Research and ContentCal explores how content marketing leaders are able to excel at this discipline, and reap the rewards. The infographic below summarises five of the key findings.

Linus Gregoriadis
Linus Gregoriadis 18 October 2021
Read more
New Research Reveals Content Marketers’ Biggest Battle

New Research Reveals Content Marketers’ Biggest Battle

A crucial step in the journey to content marketing maturity involves converting senior management enthusiasm into an in-depth understanding of the benefits of a strategic approach, and what is required to establish one.

Michael Nutley
Michael Nutley 27 September 2021
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more