Omnichannel Marketing: rocket science or piece of cake?
by Akhil Mohan
November 5, 2015
The need to be an omnichannel brand is, by itself, a given in this age of the omniscient consumer. But even a few years into this state, what most brands still struggle with is the ‘How’. How does one get his hands and head around the multitude of channels, diverse audiences and a range of communication devices? Is there any method to this madness?
To paint a simple analogy, imagine planning an evening out at the movies on a Wednesday. When you’ve decided on the movie, you’ll want to call some friends for company. Of the 100 odd buddies on your list, there are probably only 30 whom you know might succumb to the temptation of watching a mindless romcom. Of the 30, you know 5 are not in town, 5 have families they don’t usually part with on a weekday and another 5 workaholics who can’t part with their work. Of the 15 left, you don’t really feel like calling the same 5 you went out with the last week and so you’re left with 10. Since its Wednesday afternoon when you’ve got this movie itch that needs scratching, you’ve got to find out how many can turn up before you get those tickets. You probably start by sending them a WhatsApp. Then follow that up with a call to a couple who need a little persuasion and possibly some emails with the ticket details and location at the end.
When you think about it–you’ve vetted a list of contacts, derived a segment to target based on various parameters, blasted a communication to them using different channels, done some retargeting and then even measured your conversion. Whoa! Doesn’t that sound like omnichannel marketing?!!!
So, what’s stopping brands from just piling on this omnichannel train? Because the devil’s in the details. And in this case, that’s the data. When a list of 100 buddies burgeons to a few million friends and all you’re armed with is your mobile phone, we already know you’ll need help–unless you want to go alone to the movies or just randomly call up a few on the list, both of which might not get you the experience you really wanted.
For brands to realize the power of omnichannel marketing, they need to get a few ducks in a row:-
- Get that consumer data consolidated– you’ll know where to start
- Know enough about the consumers’ behaviour, psychographic and purchase details–you can now target whom you want to invite to the party
- Check how to connect and retarget them, based on their propensity-you can zero in on the channel and approach, to successfully move them through the funnel
Well, granted it’s really not rocket science. But, neither is it a piece of cake. It involves some heavy duty Big Data crunching, serious automation, accurate segmentation and flexible multichannel communication. You’ll have to work through some of this with some experts to get your Big Data foundation right. But, to really make a success of the automation, so it impacts your top-line revenue, leverage an omnichannel marketing automation platform. They’re available through affordable SaaS models that not only make your life easy but also open up new opportunities for brand marketing.