The proliferation of digital information has created a new buying environment. Most buyers do their own research on companies consider...
What is Omni-Channel Marketing?
Organizations today are undergoing a digital transformation, abandoning legacy analog technologies in favor of digital innovations that change the way they deliver value to customers. From a marketing standpoint, businesses are using technology to steer away from the traditional marketing channels (print media, television and radio advertisement, billboards, etc.) and towards personalized, one-to-one marketing interactions with customers and prospects through digital channels.
Digital technology is also having a strong effect on consumer behavior and the ways that consumers interact with brands. In 2019, there are 5.1 billion individual mobile subscribers in the world, but over 9 billion active connected mobile devices. Consumers are increasingly interacting with their brands through multiple channels (website, social media platforms, in-store) and multiple devices (laptop, smartphone, tablet) as part of the purchasing process.
Omni-channel marketing is an innovative approach to marketing in an era of consumers that use multiple devices to interact across multiple channels. The goal of an omnichannel marketing strategy is to seamlessly integrate the customer experience across marketing touchpoints, providing messaging that is consistent with each prospect’s movement through the marketing funnel.
Omni-channel marketing experts anticipate that customers will move between devices and touchpoints as they complete a transaction, so they implement technological tools and processes to make that process as seamless and integrated as possible from the customer’s point of view. This helps to reduce the effort associated with the purchase, increase operational efficiency, and drive sales while increasing customer satisfaction.