A great omnichannel campaign offers relevant, varied and smooth experiences for your current and potential customers, encouraging them to take the next step forward. Whether you want them to learn more about a specific product or service, speak with one of your sales reps or make a purchase directly, a strong omnichannel campaign can support those efforts.
Let's look at a few core considerations that you need to address to give your omnichannel campaigns the best chance for success.
"A great omnichannel campaign offers relevant, varied and smooth experiences for your customers."
If your company has an omnichannel marketing process in place, it's very likely you already understand the need to build a seamless and intuitive environment for customers across many touchpoints. It's vital to recall and prioritize this requirement each time your marketing team or department crafts a new campaign. Identifying how each channel - ranging from social media to direct mail - is involved is a foundational concern. However, you must also determine how all of these parts will work together to provide a rich, supportive overall experience that builds off of each interaction a potential customer has.
Marketo suggested identifying existing marketing content that can be used as is or repurposed relatively easily early on in the process. You should make adjustments to existing collateral based not only on its suitability to the existing campaign, but the channel in which it will be deployed as well. For example, an email message can be tailored for use on social media, but needs to be changed - likely shortened and potentially rephrased to fit the the tone used on a given social network. From there it's easier to both develop new elements for the campaign and understand how to direct resources to make that change happen.
Because an omnichannel strategy is so strongly interconnected, it's only as strong as its least effective point. If the email component of your omnichannel outreach isn't connecting with customers, or if your social media content doesn't leverage the nature of the specific platform (like using stock imagery on Instagram instead of a more unique and thoughtful photo), the results may not be particularly positive. Make sure that each element of the campaign is thoughtfully designed and deployed to minimize the chance of creating a weak link in the omnichannel chain.
Another important consideration in the context of blind spots is understanding your customers. Omnichannel campaigns can benefit greatly from a strong grasp of the customers who are targeted by it, whether it's your entire consumer base or a very specific subset of it. Target Marketing's "The State of Omnichannel Marketing" report pointed out that the most common strategy for businesses looking to improve their customer experience is to delve deeper into, and do more with, data about shoppers. Following this trend allows your business to craft relevant and meaningful campaigns that might otherwise be out of reach.
Want to learn more about the benefits of creating a strong omnichannel campaign? Get in touch with Agile today to learn how we can help!