We try to stay away from using buzz words to get our message across, but lately we’ve seen a term emerge that gets to the core of what Sales Renewal is all about. Omni-channel marketing – removing silos, putting the customer front and center, approaching ROI from an integrated perspective – describes a shift in how businesses are trying to maximize performance and consistency across all marketing channels to create a unified experience for their customers.

From Multi- to Omni-Channel Marketing

The concept of omni-channel marketing has come about due to a convergence of technology in the hands of the consumer and the availability of Big Data (sorry, another buzz word) for marketers. Today, prospects and customers have more and more control over how they interact with businesses – from online to in store purchases, from website to email to social media sites, on a smartphone or on a desktop. And businesses have more and more access to data that allows them to connect with prospects and customers with customized messaging, from marketing automation to dynamic website content to SMS messages to social media interactions. And omni-channel marketing is what connects all these experiences together.

The following articles offer more insights about omni-channel marketing:

The Omni-Channel Experience: Marketing Meets Ubiquity (Forbes): The article sums up omni-channel as: “a reflection of the choice that consumers have in how they engage a brand, and therefore is best represented as how brands enable their clients and consumers to use these channels to engage with them.”

The Definition of Omni-Channel Marketing – Plus 7 Tips (Marketo): “We’re moving away from mass, “push”-based marketing, and towards more personalized, 1:1 communication with consumers, through the many channels and on the many devices they use…Unfortunately, when it comes to omni-channel, multi-device marketing, consumers today are way ahead of most marketers.”

Multi-channel vs. Omni-channel Marketing: Is There a Difference, and What Does It Mean to You? (eContent): “More [technology] options mean more opportunities for marketers to connect with and engage their markets. But it also means a great deal more complexity. Keeping interactions consistent across multiple channels and ensuring a seamless experience for consumers is the new challenge.”

If you’re a JointSouring customer, then rest assured we are committed to offering your prospects and customers a unified, “omni-channel” experience. If you’re interested in finding out more, please contact us.