A challenge that most marketers face today is to engage and retain digital customers despite being armed with so many different tools and technologies. In our recent webinar, Nalin Goel, VP Product Development, and I discussed omni-channel marketing strategies and best practices that can help marketers drive growth in 2019.
If you missed joining us for the webinar, I've got you covered. Below is a summary of the webinar discussion, or you can access the webinar recording here.
Today’s consumers live in a hyper-connected world. They switch between mobiles, desktops, using multiple channels and platforms. According to a study, consumers switch between three to four screens before completing a task. This poses a challenge for brands as they have to cut through the noise to offer a seamless experience to their customers. It’s not just marketers who are looking at omni-channel engagement. 87% of customers believe that brands must invest in offering seamless customer experiences.
Omni-channel marketing enables brands to offer an integrated, consistent, and seamless experience across various customer touch-points. These channels cannot work in silos; they have to work in integration to bring back customers from where they had dropped-off.
With customers shifting from one channel to another, offering a uniform experience across every channel is important. To do this, marketers have to first understand their customers’ behavior, the channels they use, and the purpose for which it is used. This can be achieved by mapping customer journeys across touch-points and creating unified behavioral profiles.
Look at the customer one-view example below. This self-care app understands the user’s behavior, device, Lifetime Value (LTV), average order value, and top activities. It also utilizes past engagement through emails, SMS, and push notifications. This is a wealth of user information that can help the brand customize offerings and recommendations for John.
No matter what channel a customer chooses to make an enquiry, the response (in terms of speed, tone of voice and outcome) should be the same. Of course this can make things very complicated for brands. Consumers hop across various channels in order to carry out even the simplest of tasks, whether it’s buying products from an e-commerce website or checking the opening hours of that brand's retail shop. Also, within the same company these different channels might be managed by different teams with different goals and priorities. So it is highly likely that a customer hops across various brand channels and has a completely different experience within each one.
A sales funnel has four stages - Acquire, Activate, Retain, and Repeat. A successful omni-channel strategy will consider all these four stages and offer a seamless customer experience across all these stages using various touch-points.
For example, Oasis, a fashion retailer in U.K. combined their e-commerce site, mobile app and brick and mortar shop to offer a seamless shopping experience. When a customer walks into the retail store, the sales associates offer on-the-spot product information using their iPad. If the product is out of stock, they order it online and ship to the customer directly.
Similarly, Starbucks encourages customers to order coffee while standing in the line or earlier via an app. The customers can pick up their order when they reach the outlet. They can complete payments via Apple Pay or Google Pay and even track their reward points. This has reduced the wait-time during peak hours and has led to 29% growth in mobile payments in the U.S. for the brand.
MoEngage's platform is built for the mobile-first world and helps companies orchestrate campaigns across push notifications, emails, in-app messaging, web push, and SMS. We recently featured in Gartner’s Magic Quadrant for Mobile Marketing Platforms. Our platform helps companies create, visualize, and deploy omni-channel campaigns that reach users at the right time through the right channels, and with the right message.
One of Asia’s leading telecom service provider uses MoEngage to drive customer engagement across their self-care app funnel. Our platform helps them connect with users across different digital channels to drive self-care app adoption. This has helped the company grow its revenue by 20% and increased the number of active users in the app by 15%.
Similarly, we helped Tokopedia, Indonesia’s largest online marketplace create a series of integrated cross-channel campaigns that targets users with messages across owned and paid channels by using MoEngage Flows. The consistent and constructed nature of engagement improved customer retention by up to 60% and boost their first conversion rate by 20%.
How do technologies like AI and machine learning help marketers implement omni-channel engagement effectively? What are the best practices to follow as you implement omni-channel marketing for your company? We'll cover answers to these questions and some real-world examples in our next blog - stay tuned.
Meanwhile, take a look at this presentation about the nuances of omni-channel marketing in 2019.
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