Many brands opt for omnichannel marketing because it helps them provide their consumers with a seamless and consistent content experience across the consumer’s journey and beyond. However, going omnichannel alone is often insufficient in the long run.
As it implies, omnichannel, derived from “omni” meaning “all” or “in all places,” is the idea of using multiple channels to create one, unified experience for your customers. Omnichannel marketing involves creating marketing messages that are shared across all digital channels, traditional channels, point-of-sale, in-store, and other online experiences. As excellent as it might sound, leveraging on omnichannel marketing might result in creating poor experiences for your clients.
The reason being consumers are more willing to accept personalized messages rather than mass-market tailored messages. “Just because your marketing and messaging are omnichannel does not mean your experience is good,” said Tony Lanni, head of marketing at Appetize.
It is essential to avoid generalization and create opportunities for personalized experiences with your consumers. The consumer already expects the brand to be visible and active across all channels as it is a baseline expectation of modern brands. A better brand should, rather than focusing on that alone, invest in creating a great consumer experience.
Brands need to consider the various ways that their consumers are willing to interact with their brand and support them in those ways asides the channels being operated.
Like Tony Lanni added, “understanding these types of experiences will paint a clear picture of where you need to invest and make improvements in customer experience.”