Omnichannel Marketing: The Customer Connection

Omnichannel Marketing: The Customer Connection

Insight

The customer connection

An ‘Always Addressable Consumer’* correctly targeted with an Omnichannel strategy will remain a Loyal Brand Advocate. They will purchase and recommend your product for as long as they feel the experience enriches their lives.

Point forward one size fits all

One size does not fit all

null

Maximise the brand experience

null

Take advantage of all platforms

Create the connection

An Omnichannel approach strategically tracks, measures and rewards behaviour throughout the customer experience.

The End Goal

is creating Brand Advocates, achieved through a mix of coordinated cross-channel engagements including personalised communication which delivers a meaningful and relevant brand experience.

Why Brand Advocates?

because they become your loyal customer base and contribute to your overall strategy through referrals, recommendations and reviews of their experiences.

The question now is, to whom, when and how to deliver the messaging?

Big Data

The key to an Omnichannel approach is interpreting data and serving the right offer at the right time.

According to an IBM study, only 10% of data collected is being effectively utilised, meaning that 90% of data is misinterpreted and become lost opportunities.

Big Data, is a generic term used to describe large data sets comprised from continuous sources (i.e. purchases, blogs, websites, surveys, email, tweets and likes etc.)

  • Data

  • Analytics

  • Insights

  • Actions

Where to look

Finding your next Brand Advocate can be tricky.

How to spot an ‘Always Addressable Consumer’*

null

Multiple Devices

A consumer who owns three or more devices
null

Frequent Access

A consumer who goes online multiple times a day
null

Multiple locations

A consumer who accesses the internet from multiple locations

Making contact

null

Mobile Devices

have become a necessity in every day life, including developing markets. The advanced technology of these devices enhances day-to-day activities of the user as well as provide endless opportunities for brands to reach their customers.
null

Social Media

integration into everyday life has made this channel a powerful marketing tool. Be sure to focus your brand activity on suitable platforms and to use relevant content, don’t saturate your consumers with content.
null

SEO, SEM and Retargeting

direct customers to specific locations, sites and stores. Data regarding frequent visits to a specific location can also be used to create tailored vouchers to reward the consumer for loyalty.
null

Proximity Detection

allows for a two metre communication sharing radius alerting the consumer of nearby product promotion. Near Field Communication provides a platform to replace traditional loyalty cards, leading to a more convenient and easier customer experience. Data can also be collated for future communication strategy.

*Source: Kobie Marketing

mm
Point Forward
pointforward@pointgroup.biz

Point Forward is a thought leadership article intended to spark conversation and explore new ideas, technologies and trends in the world of marketing collateral. At Point, we actively encourage collaboration, problem-solving and reimagination because innovation is ingrained in our culture and mindset. There is always a better way to approach design, business, technology, and everything in-between, and Point is committed to finding it within ourselves, partners, suppliers and clients.