When it comes to walking today’s potential consumers through the purchasing journey, it is no longer a luxury to meet them at different points along the way…it is a necessity. In 2012, Mashable reported that 72% of consumers prefer a marketing approach that is integrated across multiple channels. This percentage is certain to rise among buyers. Still, today many businesses remain hesitant to fully dive into cross-channel marketing.
The time to act is now. Your business requires multiple marketing efforts and these campaigns need be integrated across all channels.
Why is this important?
Simple. In order to succeed, your business needs to position itself wherever consumers are for optimal visibility every step of the way. Now more than ever, consumers are not satisfied unless they have had multiple touch points of authentic validation, whether they are fully aware of it or not.
As a marketer, you’ll want to understand how to balance a seamless campaign that delivers the right messages at the right times through the right channels. Here are four tips to make your marketing channels harmonize like a beautiful chorus of voices.
1. Know Your Customers
Information is key. Establish who your customers are and how they vary by channel. It is essential that you understand the differences in behavior at each stage of their journey, and how this potentially impacts each piece of media. Gaining a better understanding of this information will allow you to paint a bigger picture of your customer base rather than several smaller ones. It may help to establish a centralized marketing data mart that consolidates all customer data in one place, while always noting the referral source.
2. Integrate Your Workflow
Implement the processes and technology which support segmentation, workflow creation, and execution all on one platform. This will make it much easier when it comes time to analyze the data about your customers and it will help you to understand your consumers’ tendencies at every turn.
Consider including content management capabilities so that you have full control over the information you are serving. One dead giveaway for a non-integrated campaign is delivering a verbatim message to the same consumer through different channels. A content management tool can help you prevent this from occurring.
3. Don’t Forget About Paper
Even though it may go against all your basic instincts, don’t ignore traditional mediums. Make sure your digital assets play off your print pieces and vice versa. Direct mail can anchor the correct campaign, and in the right circumstances, boost the overall effectiveness.
4. Consistency is Key
Finally, the most important tip to remember is to remain dedicated to fluidity. This means maintaining a consistent customer experience across all channels. Establish a reliable brand message that your consumer base can expect from you at every point along the way, and you will stay ahead of your competition.
In fact, consistency is equally as important as the quality of the experience itself. That’s because your customers experience your brand as a whole, whether their interactions with you are online, in a store, over the phone, or any combination of these.
Once your efforts are flowing seamlessly from one medium to the next, it is vital to track interactions so that you can predict behavior and make it easier for buyers to move along the purchase journey. This data is also needed to ensure your efforts are successful and can be leveraged when adapting a current marketing campaign, or when launching a new one.
Remember, delivering the right message to the right audience isn’t enough. Not only must your customers receive your message, but they must be attentive, receptive, and willing to act.
It can feel overwhelming to harness your multitude of mediums, but there are plenty of online tools to help in the process. It’s no easy task, but it’s essential and it will pay off.
To see the benefits of a harmonious marketing campaign, contact the omnichannel experts at Rebuild Group.