Our consumers are more connected than ever – it seems like every year there is a new channel marketers have to master. First social media, and then mobile and tablet devices. Marketers scramble to utilize the most current channels because, as the logic goes, the newer the channel the more your audience will engage.
Unfortunately, the speed with which new content channels come into being can cause marketers to lose focus and miss out on a well-rounded content campaign.
In the ever increasing interconnectivity of our world our audience holds more and more power, don’t fight it, use it. Facilitate your audience’s ability to choose their own path.
The solution: Omni-Channel Marketing.
The Stats Behind Omni-Channel
A Deloitte case study found that one-in-three consumers use multiple channels while shopping. It also found that Omni-Channel results in higher average purchase value: 63% of consumers use multiple-channels when making purchases above $150.
Your consumers aren’t just powerful, they’re smart. Weekly online shoppers do 30% more research and account for 70% of all retail spending. They are going to research, and they are going to find the best avenue to engage and purchase. Don’t dictate, facilitate. Allow your audience to engage how, when, and where they want. This creates a much more organic interaction and a much more likely conversion.
Christopher S. Rollyson, leader of CSRA inc., discusses how marketing is “the interface between the brand and the customer,” but because of the proliferation of marketing channels and the power of the customer, this role has diminished. By the same token, the speed of innovation in digital tech enables a thoughtful, well-designed marketing campaign to exponentially increase a customer’s connection to a brand and therefore the power of the brand itself. It’s not a zero-sum game – the more power the consumer has the more power a brand can have.
The increasing number of channels gives your consumer more power to choose how they interact with your brand, but it also increases the quality of those interactions. There may be more channels to manage and track, but the more choices your consumer gets the more meaningful their engagement.
Omni-channel is a great way to add a dimension to your analytics that will give you a much clearer picture of your customers and their purchasing patterns. Instead of a linear journey, individuals will be navigating through your marketing campaign via different avenues and channels. This provides a rich ground for data collection. Capturing these complex buyer-journeys will empower you to adjust your content to fit the complexities of Omni-Channel engagement.
MillerCoors is being very proactive with their approach to omni-channel. They are testing branded content with 26 different tech companies, creating different content for different platforms and media and testing omni-channel combinations.
Omni-channel marketing itself is proactive. As we’ve said: our audiences are already powerful. Omni-Channel facilitates this power, allowing them to seamlessly move through their buyer-journey without the artificial interruptions of a classic marketing campaign. Omni-Channel follows a marketing shift that places the onus on the consumer to inform themselves, choose for themselves, and purchase for themselves. This may be an anxiety ridden shift for old-school marketers, but in an era of break-neck progress and consumer empowerment, content strategies continue to utilize these shifts to great success.