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Successful Omni-Channel Approach


Time to get serious about omni-channel marketing. It’s that time. We wake up to a new year full of possibility. We aspire to get better and we set our goals. It’s never too late to aim higher

Developing omni-channel marketing is on most marketers’ minds this year. Big data and new technologies are putting a more personalised, responsive customer experience within reach. Customers’ expectations for this kind of relationship are on the rise. A recent survey of marketing executives showed over 70% believed in the critical importance of omni-channel marketing (Source: Forester Research).

Implementation is much less robust, however. The same survey showed that only 35% were beginning to make good on this aspiration.

Why omni-channel?
So is it worth it? In today’s marketing environment, it’s becoming a necessity. Technology is changing fast. Customers are relying more and more frequently on the web and mobile devices – on average, adults in the U.S. have 4.3 connected devices (Source: Forester Research), and 70% have smart phones. Websites have become the most important customer touch point, with email and mobile close behind.

These technologies can benefit companies that take advantage of their interactive, personalised nature. 68% of companies are now prioritising personalised experiences for their customers. Two thirds put money into personalised websites and mobile apps in 2016 (Source: Forester Research). Websites, product recommendations, email offers, and apps are becoming more tailored to each customer’s preferences.

While the majority of marketing executives believe an omni-channel approach is critical, only a small percent are successfully implementing it. Omni-channel works well if done right.

Gain a deeper understanding of what makes an omni-channel approach tick and learn the guiding principles behind developing a winning strategy that will meet and exceed your company’s goals.
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