Page 24 - AeM_Mar_2018

BEST PRACTICES & STRATEGIES

Striking omni-channel success

Marketers must meet today’s customers on their own As he compares different prices and styles, he may
terms, on the channels they prefer. Brands must discover a perfectly breathable t-shirt and some other
integrate a wide spectrum of offline and online for unexpected promotions. Then, it turns out the retailer
successful e-commerce and retail strategies. doesn’t have the color of shoes he wants, so he visits
another shop to find colors in stock—and then make the
According to Salesforce, it takes an average of 6-8 final purchase.
touch points before a user becomes a customer.
Within a group of potential buyers, there are people This entire process took several days and consisted of
who are more likely to convert when a brand’s multiple sales touch-points.
message reaches them wherever they are, wherever
they may be. Loyal clients need to hear from a brand As marketers and sales teams, we don’t often recognize
on their terms. the entirety of this journey. A “new pair of shoes” isn’t a
well-documented life goal. However, this shopper was
With these new expectations come opportunities to exposed to various brands at many points, all with
gain loyal brand advocates. But omni-channel different messages and different reactions.
marketing doesn’t work without a consistent and well-
thought-out strategy. At every stage, each brand had a chance to turn this
shopper into buyer. Touchpoints like outdoor
A purchasing decision is always a journey commercials, WoM marketing, discussion on web
forums, social media communication, outdoor events,
Imagine that a middle-aged male wants to change his customer support, email promotion or even pop-up
life habits and begin sports activities. As he searches merchandising at the gym are little steps that a brand
online for new sport shoes, many opinions, reviews can take to meet a customer.
and recommended will begin to influence his top-of-
mind thinking about which shoe to purchase—he may Each of these steps occur on different communication
even have gone to retail stores to try on few models. channels—a place where marketers can extend their
message and eventually reach people who need their
products and services.

24 March 2018 - Internet of Things (IoT) and Integrated Marketing