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Good, better, the best – Multi, cross, omni channel

Angelika Gmeiner | Angelika Gmeiner / September 20, 2018

Previously, we have already introduced multi and cross channel marketing. However, the wheel of marketing never comes to a halt. If you want to attract and bind users on a long-term base and get them excited for your products, you have to keep trying and provide them with an appealing user experience.Users utilise a variety of devices on a daily base, choosing the most convenient for respective circumstances. At home, we are using the desktop, switch to mobile while being on our way meanwhile preferring the tablet for longer trips or on the couch. Depending on the device and each channel, we automatically expect specific content and have different preferences for usage. With the ongoing digitalisation, a seamless transition between devices and channels is increasingly taken for granted.

By implementing omni channel marketing, you comply with these expectations and moreover provide your users with a rich user experience.

What is omni channel marketing?

Omni channel marketing is a logical progression from multi and cross channel marketing. Multi channel marketing mainly refers to marketing that is optimised for more than one channel. Cross channel marketing means that channels are additionally linked up. Omni channel marketing describes the third step of an approach featuring a multitude of channels, which goes hand in hand with the ongoing digitalisation.

When omni channel marketing is implemented, a user should not feel the transition between different channels but instead be able to move freely from one to the other without palpable interruption. This approach requires an optimised networking of all respective channels – they have to literally “melt together”. Media disruption has to vanish completely. Neither the switching of devices nor different methods of communication (analogue or digital) should interrupt the ideal user experience.

Which advantages does omni channel marketing offer?

The decisive advantage is obvious: providing an optimised user experience which does not interfere with a possible sales process in any way.

Here is an example: A customer is scanning the QR code of a product directly from a prospect and has immediate access to more information while browsing the online store on their smartphone, where they are able to put the item on their wish list. Later that day at home, they remember the product and use their desktop computer to put the item into the shopping basket to finally purchase it. Afterwards, the customer still has a question regarding the product and calls the customer service to discuss it. The service department is immediately able to access the order and all relevant data and reply to all enquiries.

If the customer sends more questions via e-mail later on, the customer service is able to reply without having to check previous conversations or issues.

With such a vast multitude of channels and diversity of communication at hand, it is important to remember that any transition needs to be optional for the customer at any time. Forced transitions are experienced as rather unpleasant. A personalised approach to any potential customer is also highly recommended when striving to provide a positive user experience. After all, any customer feels valued whenever they are being recognised and addressed directly.

In order to achieve all of this, the implementation of respective technology is absolutely necessary. This includes in particular a CRM (customer relationship management) as well as a PIM (product information management).
Read more: Content Marketing.

Tags: Content Marketing

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