Do you want your brand to maintain its top-of-mind awareness among consumers and on all marketing platforms? Then you have to move to the omnichannel highway without losing your brand’s identity in the process.
In the olden days…
Once upon a time, our lives as marketing managers were much easier. The most invested advertising campaigns included several traditional media like press, radio and street signs and, sometimes, when the budget (or the ego) permitted, the brand got its own ad on television.
With the Internet, social media, smartphones and applications, we found ourselves in a multichannel world that forced us to advertise our brand on many platforms, and wait for the consumers to choose the most convenient one to contact us, at their leisure.
Omnichannel puts the customer in the center
In recent years, multichannel became omnichannel, and this approach is gaining momentum among companies thanks to advanced technologies that enable to identify and monitor the ‘digital body language’ of consumers.
“Omnichannel is an active, holistic approach that puts the customer in the center,” says Irit Keren, CEO of Contact Branding and Advertising. “This approach requires the enterprise to combine smart marketing strategies with marketing automation technologies and consumer insights to offer customers rich and relevant content in all the contact points they touch in their journey to a purchase.”
“Successful implementation of omnichannel technologies is based on an in-depth understanding of the consumer, and on how to maintain continuous contact with them and provide them with marketing offers, at the perfect time, over several synchronized platforms. Already today,” says Irit, “when we visit Amazon, for example, cookies are released to our browser and our behavior is analyzed in detail. The website identifies our conduct, where we spend time and what we skipped, learns our habits and areas of interest, and defines our maturity to buy. For example, if a user visits the professional page of a product, this means that that user exhibits a very high level of involvement. In this case, the user will receive very quickly a range of unique benefits to purchase the product they looked for, or other products that other users with similar characteristics were interested in. All this is done over a variety of platforms – retargeting over the Internet, ads in social media, text messages, newsletters, video clips and more.
How can you maintain your brand’s identity in an omnichannel market?
The omnichannel approach requires organizations to know consumers better, identify their needs, dreams and pain points via market research, map their behavior and empower their service experience. All this is done through ongoing interaction, which also includes ‘pushing’ information all the time, for example, recommendations, price comparisons, tips, professional surveys and other positive reinforcements.
The variety of platforms at our disposal, however, becomes a true challenge when it comes to maintaining the identity and values of the brand in each of the touch points with consumers. Irit Keren adds: “This is exactly where the knowledge and experience of brand experts come into play. Our role is to create a brand or manage an existing brand so that it talks the language of each platform where marketing activities are launched, both in the digital world and in the physical points of sale. We also know how to ideally synchronize these platforms, ensuring a unified and powerful brand experience on every touch point.”