Automating the Omnichannel Opportunity

Multichannel was the new thing for a while. Customers could be engaged on various channels, and you could build a strong presence on every platform.

There was then a shift. Multichannel was gone as fast as it came. There was a new baby on the block. You’ll see a lot more of her; her name was Omni-channel.

Omni-channel, like his sister, requires multichannel engagement with clients and customers. Businesses must be available to customers in every format possible. There is, however, a distinction.

Multichannel marketing required marketers to engage customers on the key battlefields that were relevant to their field. This could include eCommerce, physical presence on high streets, social media marketing, and a telephone sales number.

Omni-channel is everything and more. Omni-channel is all of these levels of customer interaction, delivered as a concerted effort and as cohesive elements of one interactive whole.


This doesn’t sound very easy, but it’s not. To be effective in omnichannel engagement, you need a lot of resources. It doesn’t make it look good if we do something wrong.

A customer might hear about a great deal in your store by word of mouth. They can then view it online and reserve the item for collection in-store. To enhance their product experience, they can download an app and contact your telephone number when it is time for an upgrade. You have many points of contact on a variety of platforms.

The whole company must improve if customers feel they were treated poorly or received low-quality interaction at any stage. It is essential to provide a comprehensive experience across all channels. If you don’t, your competition will.

Here is the omni-dilemma: Do I do it all? Do I ask automation software for help to reduce the workload?

There is so much at stake, and such extensive orchestration is required to unify all your marketing and service efforts; it is risky to go alone. You have a platform to build on, and you can take on the omnichannel pioneers.

Serious understanding

With data, a company can survive. The more data we can gather, harness, and use, the better. Customers don’t like being interrogated, and their privacy is violated. This restricts the information we have to understand our market position better.

This is why it is so important to have good, quality interactions. These opportunities are a great way to learn about customers and our companies. Natural interaction is a way to make contact.

It can be hard to take advantage of these opportunities. We need a data storage system that can provide insight from data in many different formats and sources.

This system is, of course, a marketing automation system.

This is a great idea. This understanding is essential for success, not only in an omnichannel marketing campaign but in all aspects of your business. Business owners who need to recognize this trend and become more data-centric will lose out as organizations can harness the data’s advantages.

Customer segmentation

Which demographics are you targeting? What are the best ways to engage with each of them? Which channels are the most effective? These are the areas of marketing automation that can give you an advantage.

You can improve your customers’ experience by understanding their journeys and how they use your services. Your marketing automation platform can help you segment your customers and create targeted customer groups that can be targeted in different ways.

The buyer persona profile can give you and your team more insight into what approach to use. What is the age of the customer? Which is their preferred way of interacting? What are they most passionate about? What is their primary goal when they interact with you? Each person will have their own set of interactions. This can be easily defined and tracked with the right automation software.

The journey map

Identifying customer sets and their preferred interaction routes is easy, but what about the future? Technology evolves, market forces shift, customers change, and their behavior adapts. What then?

This question can be answered by tracking the journeys of your customers. You recently updated your app, and a report from several quarters back identified your mobile application as the primary point of contact for 18- to 25-year-olds. Although research showed that only a tiny percentage of your customers accessed your website via tablets, this is becoming more common as tablets are cheaper.

The consumer journey is changing faster than ever. It’s also becoming more complex. Marketing automation data can be used to monitor changes in customer behavior. You can rewrite or create buyer persona profiles in this process.

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