It is DEFINITELY hard to be one brand across every channel, yet be everything to everyone.

Instead, you want to be in front of a select group of people, and be everywhere around them. Who you are to prospects, at whatever touchpoint they happen to see your marketing, is going to determine who you are to them when it comes time to make a purchase, and whether or not you even get the chance to build a customer relationship.

That’s why it’s essential to extend the idea of omni-channel customer experience (CX) to your marketing and pre-customer relationship. This video discusses how omni-channel marketing goes hand-in-hand with a good CX, and what it takes to do it right.

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This "A-ha! Videos" series is hosted by Propelo Media. We are a data-first, growth hacking marketing agency. How? First, we take advantage of today’s data-rich environment to help you get in front of the right people. Then, we integrate the power of direct mail with email, social, and digital display into a coherent, awesome, and results-busting campaign. Last, we analyze the campaign and spot opportunities to optimize it even more. Why? Ultimately, we want to propel you and your business by targeting the right people in the channels they already listen to.

Here’s a 90-sec video summarizing what we do best: [ Ссылка ]
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TRANSCRIPT:
Hello folks, I don’t know if you’ve heard this term ‘omni-channel’ before… it is a trendy buzzword all over the Internet, but not many really know the meaning behind the jargon, and those who do, have varying definitions around the word… so much so that I’d like to take the time today to discuss it a little bit with you.

Today I hear the phrase omni-channel used to talk about customer experience design (or “CX”) more than true, outbound, marketing for customer acquisition. Remarketing is a great example… How they keep seeing your ads after visiting your website, how marketing automation keeps you updated after you make your first purchase, and so forth.

Look… delivering great omni-channel customer experiences is important, but your brand will never grow if you don’t extend that to customer acquisition, prospecting, and lead generation.

That’s where Omni-Channel MARKETING comes in.

Omni-channel marketing is taking the ideas behind omni-channel customer experience design and applying them to customer acquisition and lead generation. Simple, right? Yes and no.

You do that by turning the ideas of omni-channel as most people know it today, inside-out. Here are three examples of what I mean:

FIRST, YOU MAY HAVE HEARD THAT: Omni-channel customer experience design is about enabling customers to interact with you through any channel they choose.
BUT: Omni-channel MARKETING turns that around to interact with them, proactively, on the channels, they’re already using.

SECOND, YOU MAY HAVE HEARD THAT: Omni-channel CX puts the customer first by using what you know about them — i.e. customer data — to provide a tailored experience wherever they interact with you.
BUT: Omni-channel MARKETING puts your prospective customers first by using what you know about them to optimize outbound messaging to highly targeted audiences.

LASTLY, YOU MAY HAVE HEARD THAT: Omni-channel CX aims to remove obstacles to the purchase by giving customers exactly what they want exactly when they want it.
BUT: Omni-channel MARKETING uses that same idea to attract new customers by putting exactly what they want exactly they’ll find it.

Most Omni-channel CXhappens on channels you own, like your website or social posts, and it mostly engages existing customers or late-funnel prospects who want to become customers.

To do omni-channel marketing, you need to be able to identify traits in your existing customers, because they will likely appear on your next customers. This is sometimes called look-a-like modeling, and it takes some deep analytics to get it right.

If you are in charge of marketing, you must’ve seen this on Facebook or Google. You may think, OK, if they already offer it, I’m good, right? Sure… but understand that their network is what’s called a walled garden - it is essentially their private list. And your options are limited.

As you can imagine, this is all about data. As much browsing info you think they are collecting on everyone, their data is still somewhat limited to online behaviors they observed inside their platforms.

When you put the person at the center of the omni-channel experience you build — a person’s life is more than just their online activities.

It’s not easy, but those are exactly the kind of marketing experiences Propelo Media is here to help you design. Get in touch with us when you want to know more about how we do omni, or if you are ready to take your omni-channel marketing to the next level.

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