Reinventing customer acquisition for the omnichannel age
As new channels proliferate and as customer expectations continue to rise, the meaning and scope of customer acquisition are changing—fast.
In an omnichannel world defined by continuous interactions and seamless customer journeys across channels and touchpoint, customer acquisition is no longer measured in discrete clicks and visits.
Customer acquisition today is a holistic process that requires strategy, intelligence, and marketing solutions before, after, and beyond each interaction between the brand and the individual customer.
So, what does this mean for brands?
For starters, they need to tackle data. Customers expect individually tailored experiences. Hampered by outdated systems and siloed data sources, it’s not hard to see why some brands struggle. They are shackled by data that is inconsistent, incomplete, or inconstant, sometimes all at once.
Brands need to consolidate, integrate, and utilize of the wealth of data available today to achieve a unified customer view, one that encompasses not just demographic and geographic attributes, but transactional history, intents, preferences, sentiments, and more.
It’s not enough to embrace new channels. While there is a justifiable jostle for effective acquisition tactics on social media and emerging interactive mediums, an omnichannel acquisition strategy must encompass all relevant channels, which doesn’t necessarily mean that an “always-on” approach is a necessary—or even wise—idea.
Rather, brands should not only map out customer movements across channels but deliver individualized interactions through the right channel, at the right time. Every interaction must facilitate the individual customer’s journey from the first contact to acquisition and more.
Developing and executing on omnichannel acquisition strategies can be daunting, an exercise in managing multiple advanced marketing challenges at once. However, a robust marketing automation solution can make unleashing the full potential of omnichannel acquisition a lot easier.