Before we look onwards towards 2019 about omnichannel marketing, it’s important to cultivate a seamless consumer experience, contact centers must integrate all various channels of communications thoroughly.
A dialogue exchanged between the contact center and the consumer on the website must translate to a voice conversation without compelling the customer to repeat the full dialogue from scratch.
Creating this seamless integration of multiple technologies is called omnichannel, and can often be a significant undertaking.
The following are best practices encouraged when undertaking omnichannel strategy.
Integrate Your Data Analytics
Research from Datanami indicates that only 12% of data is analyzed amongst most companies. Regardless of size, companies constantly struggled with applying their data in the appropriate way.
In order to get the most out of its data, Walmart launched Walmart Labs in 2011.
This allowed Walmart to witness a 20 per cent jump in the users who completed a purchase after a search. Getting the most out of data allowed Walmart to tailor an easy-to-navigate eCommerce site, and this insight resulted in success.
You may not have access to the same resources but your digital marketing team would be able to gather insights from consumer data that would enable you to, at the least, ensure adequate inventory is available for order fulfillment, and at the most, customize your consumer experience.
Become More Customer Centric
It is encouraged that the content of your communications is specified and tailored to the individual behaviour of a customer. Visualise by drawing a timeline of your consumer’s journey, delineating their decision points along that journey.
For each navigational decision that the consumer makes and could potentially make, endeavour to create content to suit that decision. Do so by considering personalities, demographics and micro-segments that you glean from your analytics.
Strive to link content with customer analytics, by utilising a marketing automation tool. Marketing automation tools can review your customer’s behaviour at each identified decision point, and will then send specified content to the customer in response to that. This will ultimately nurture leads and trigger sales.
Web Pages Must Be Responsive
Pinch and zoom can become cumbersome. No matter the size of the screen, it needs to display well, since customers are accessing your brand’s content across all your devices and channels.
It’s an important factor that all web pages are designed responsively, especially your landing pages, which visitors will be prompt to input their information in a form with their thumbs.
Test, Test & Test Again!
The only way to ensure a seamless customer experience is to test it out internally first.
This involves functional, regression, and performance testing to provide an optimal customer experience from the warehouse to the retail floor, ensuring that the right inventory is available to customers in the most intuitive place in the store so that they can actually find what they are looking for.
Limiting yourself to one or two platforms and lacking the seamless integration you’ve seen here can be detrimental to your long-term growth.
We recommend having a read of successful tips for developing an Omnichannel strategy to also give you a jumping start and to implement into your marketing strategy.