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Omnichannel Marketing for Brand Commitment


The Rise of Omnichannel Marketing

There are 3 identified trends. One is to focus mobile commerce in the "now economy". Time is the scarcest resource so the customer chooses brands that provide convenience of access and transaction.

The second trend is to bring "webrooming" into offline that is to say maximize use of sensor technologies like beacon (use of Bluetooth) , NFC (near field communciation), RFID (radio frequency ID). An example of "webrooming" is a customer learns from online banner ads then searches for more information about the product on social media with a smartphone afterwards social media posts lead to customer product comparison sites then browses through and finally decide its the best therefore the customer looks for the nearest store that carries the brand and buys it.

The third trend is bringing "showrooming" into online channels. Offline shopping uses the five senses (sight,smell,touch,taste,hear) brick-and-mortar shopping is about social lifestyle and status. "Showrooming" example is a customer sees a TV ad then goes to the store to experience the product afterwards compares it with other products and consults the store attendant then finally decides its the best so they search online and buy for a better price.

Step-by-Step Omnichannel Marketing

STEP 1 Map all possible touchpoints and channels across the customer path

Touchpoint is defined to be every direct and indirect customer interaction with a brand or other customers in relation to brand through the customer path. The important question is "Which of the following did customers go through when they bought the item?"

Channel is defined as the communication platform and/or channel used by customers to interact with the brand whether TV, social media, call center, e-commerce, exhibition. Channels with which they interact it could be communication or sales channel. Communication channels are responsible for transmission of information and content. Sales channels facilitate transactions such as retail, sales force, e-commerce site, telesales agents and sales exhibitions.

STEP 2 Identify the most critical touchpoints and channels

STEP 3 Improve and integrate the most critical touchpoints and channels.

 

Summary: Integrating the Best of Online and Offline Channels

Q: [endif]What are the most important customer touchpoints and channels for your business?

I've recently learned these touchpoints and channels are specific on the item we're promoting this is to say a product varies from an event . Consistently the call center is present to both as well as the dealer, referrals and agents then for events there's a magazine component, as well as the Facebook page as social media for another specific product it's the website or landing site including the payment centers at stores.

Q: [endif]Have you aligned the channels to support a seamless and consistent experience?

This is a tough question because this is currently a work-in-progress. I actually identified the role of what certain channels will do versus the others so that I am consciously aware that even if there'll be overlapping expectations on the customer path - I'm focusing on the Pareto principle and creating a habit to only those that are actually very critical to the customer journey. I'm excited to implement in the balance year to understand if there's an improvement although these kinds of efforts are well measured over time.

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