Understanding the requirements, needs, and Differences of Multi-Channel
The more technology advances, the more it’s integrated into our daily lives. Even as you read this article, I’d venture a guess that you have several internet-connected devices within arm’s reach. As we continue down these innovative pathways, we’ll continue to see technology become more important to our day-to-day living. The lines between what we do online and in real life will begin to blur. And as people change their behaviors, marketers, salespeople, and customer support reps will need to react. Instead of thinking of a desktop experience, a mobile experience, a tablet experience, and an Apple Watch experience, we’ll need to pursue one, holistic approach — an omni-channel experience that customers can use whenever they want.
So, what is omni-channel experience?
Omni-channel experience is a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.
At its core, omni-channel is defined as a multi-channel sales approach that provides the customer with an integrated customer experience. The customer can be shopping online from a desktop or mobile device, or by telephone, or in a bricks and mortar store and the experience would be seamless.
It’s important here to distinguish an omni-channel experience from a multi-channel experience. Essentially, it comes down to the depth of the integration.
All omni-channel experiences will use multiple channels, but not all multi-channel experiences are omni-channel.
Remember that. 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 omni-channel.
The multi-channel experience is what most businesses invest in today. They have a website, blog, Facebook, and Twitter. They use each of these platforms to engage and connect with customers. However, in most cases, the customer still lacks a seamless experience and consistent messaging across each of these channels.
An omni-channel experience, on the other hand, accounts for each platform and device a customer will use to interact with the company. That knowledge is then used to deliver them an integrated experience. Companies using this technique align their messaging, goals, objectives, and design across each channel and device.
By aligning these factors together, companies can use these related channels to enhance their marketing and service efforts. Omni-channel marketing can be a valuable asset for businesses that are looking to deliver a better customer experience.
Omni-channel marketing seamlessly integrates the different communication channels that businesses use to communicate with customers. This approach uses the customers’ perspectives and interests to optimize the consistency of the company’s marketing messages. By uniting the strengths of each communication channel, marketing teams can use omni-channel marketing to deliver a more consistent and effective brand message.
To learn how to start implementing an omni-channel experience into your company, keep on reading. We’ll even highlight some inspiring brands that are already making moves to create experiences that are more omni-channel.
How to Build an Omnichannel Marketing Campaign
Every company must develop its own unique omni-channel experience infrastructure, and you’ll need to work closely with several departments in your company to develop this strong strategy. While building your own program, look to the following stakeholders.
- Customer Support
- Customer Success
Once everyone understands the goals and objectives of your omni-channel initiative, you can start planning your transition to this model. Including these departments early on will make it easier as you try to shift into an omni-channel way of doing things — it’s less of a headache down the road when you get people excited in the beginning.
Omnichannel Marketing Strategies
- Virgin Atlantic
- Bank of America
- Benefits Cosmetics
Ultimately, your strategy should consist of a strategic plan to build a coherent, aligned experience across multiple platforms, which may include existing and new channels such as Mobile, Kiosk/Interactive Touch & Digital Signage.
Because this is still a relatively new emerging concept, there’s still time to start small and expand in the future. And if you need some inspiration, you can find plenty of companies that have already implemented fantastic omni-channel user experiences. If you would like more information on these company strategies, please reach out happy to help and guide you on the Omnichannel and Interactive Experiences. [email protected]