Given 90% of people with multiple devices switch between three devices on a daily basis to complete typical tasks and B2B buyers now use six different channels over the course of their decision-making journey, having a highly complex web of digital customer journeys has become the norm. With that in mind, businesses need to adopt a holistic approach to survive the new omnichannel age.
Although sometimes used interchangeably, there is a distinct difference between multichannel and omnichannel marketing. Whereas multichannel marketing describes the ability to communicate via several channels individually, omnichannel ensures that the channels work together to determine the right timing and frequency required to reach a specific customer. If a customer isn’t responsive in one channel, omnichannel orchestration makes it possible to use a different channel to deliver relevant content in real time.
As well as offering a seamless buying experience, omnichannel marketing can integrate analytics, which solves the problem of having fragmented and disjointed data from a variety of sources. With omnichannel, all channels are followed up simultaneously, bringing data streams together to develop a unified customer profile and a holistic view of campaigns and ROI (return on investment). With this information, intelligent events can be triggered to deliver valuable content to customers in the right place at the right time.
Omnichannel orchestration drives a richer customer experience because each marketing communication is more relevant. By determining the channels that perform best at a particular time, and what content receives the greatest response, marketers can adjust to capture these moments.
Overall, the secret to optimising the value from your omnichannel marketing is to leverage the right tools at the right time to the right person, via the right channel. Otherwise, it will be difficult to roll out successful campaigns, even with an experienced digital marketing team.