What every marketer needs to know about creating an omnichannel experience
Partnerships Marketing Lead
Posted Jan 10, 2019
The way consumers engage with your brand has changed.
86% of shoppers are regularly channel-hopping: they interact with your brand through websites, mobile apps, social media platforms, offline stores, and a slew of other channels.
And as consumer behavior changes, their expectations change too.
They expect to start their experience on one platform and continue it on another seamlessly. With consumers becoming omnipresent, you need to begin to adapt and evolve your engagement strategies to account for user behavior across devices and platforms if you haven’t already.
How to create a successful omnichannel customer experience
As consumers have ample options for the same offering, superior customer experience can be a key differentiator. And to create engagement campaigns that win, you should have the most up-to-date user information and be able to apply it to build memorable customer experiences.
How? Omnichannel marketing.
Omnichannel is all about giving users a seamless experience with common marketing messaging across mediums. Be it via your customer support lines, app, website, comments on social platforms, or the in-store experience, omnichannel marketing delivers a consistent and coherent experience to your users.
Five omnichannel marketing tips
While it can be overwhelming to create a fully integrated omnichannel marketing experience from scratch, here are a few steps to get you started:
1. Eliminate data silos
You need a single source of truth.
Data is at the heart of all smart marketing strategies. It works best to have a single platform for collecting data from different sources: mobile apps, websites, CRMs, call centers, brick and mortar stores, etc. The more tools or Excel sheets you maintain, the more time and resources you waste trying to validate and make sense of combined data.
2. Gather data
Now that you have all customer data coming in from different sources, collate this user information into a database to create rich user profiles. This will be your hub for understanding what your customers are doing across channels and devices. Useful data includes the install source, user activity, lifecycle stage, and anything else that is relevant to your business.
3. Understand user behavior
Find out the number of times a user views an item before purchasing it, on which platforms, and how frequently. You can monitor the behavior for each session and understand how it contributes to the overall progress in the user's purchase journey.
The way users navigate your UI, adopt new features, and engage with your messaging campaigns might help you uncover a ton of crucial hidden insights to improve your platform.
4. Segment and classify
Different users are at different stages in the customer journey. One strategy won't work for all of them.
Create user groups or cohorts based on user intent and attributes to find your power users and the users who need immediate attention. Monitor these user groups over time to spot spikes and drops in segment sizes and understand their transition from one segment to the other.
5. Drive personalized engagement
Personalize your engagement campaigns based on the user's name, behavior, lifecycle stage, and other attributes and in-app actions. It's important to engage users on different channels - whether SMS, push notifications, in-app notifications, email or web pop-ups - to catch them on their preferred one.
From there, chart out the engagement experience you want to give users on each channel as they flow from web to mobile and back.
Next steps for a bulletproof omnichannel marketing strategy
Creating an omnichannel experience is imperative. Creating a superior omnichannel experience is what will give you an edge over your competitors. Try to follow these steps to master the omnichannel experience:
● Set up marketing automation to scale
Modern marketers have access to an unprecedented amount of data. To keep up, you need an analytics tool that can make sense of all that user data and deliver sophisticated engagement campaigns. Your platform should support automated omnichannel marketing campaigns that scale with you, whether you have hundreds of users or millions.
● Detailed reporting to measure ROI
How many clicks are coming from in-app users vs. users on a mobile website? Which channel should you double down on to activate users? Which channel is leading to the most uninstalls?
To understand the impact of your marketing efforts, you need detailed reports for each engagement channel you're targeting. Monitor these daily, weekly, and monthly to optimize your strategy.
● Automatically segment users With AI/ML
Artificial intelligence and machine learning are completely changing the marketing game. AI allows marketers to uncover nuanced associations between user data points and offers deeper insights into what makes your consumers tick.
Marketing platforms with AI and machine learning capabilities can segment users automatically based on their behavior: new users, power users, loyal users, or about-to-lose users, so you can focus on tailoring your omnichannel experiences for each user segment.
With consumers turning omnipresent, omnichannel marketing strategies are a must. You need to build experiences that keep the consumer at the center, not the channel.
Combine behavioral user data along with platform-specific patterns to build engagement strategies that win and drive long-term user retention.