Excelling in Omni-Channel Marketing

Excelling in Omni-Channel Marketing

Excelling in Omni-Channel Marketing

As the world of digital marketing continues to evolve, along with the morphing of the typical buying experience, businesses need to take a step back.

I recently bought a new Jeep and as you might know, Jeep has a very loyal fan base. In fact, this was my third one and I am already thinking about my forth. Jeep understands its brand and its place in the auto-world. They know their customers and they go to great lengths to create a consistent customer experience along the path to purchase.

What used to be a single channel sales experience has morphed into multi-channels that marketers need to consider to create a consistent customer experience. This is called Omni-channel marketing. Whether a customer is searching for product info online, talking to a customer service representative, using your app, or buying something in the store they expect the same brand experience at every touch point. Many marketing dollars go to waste when it is all poured into the creative advertising and not extended throughout the customer buying journey.

Back to the Jeep experience, when I was ready to buy a new car I did my research online, I paid attention to the radio and TV commercials, I flipped through glossy brochures and narrowed down my choices. Car makers are very good at creating brand specific experiences at all of these touch points but they can’t control the dealer experiences. Customers used to buy cars based on the best price they could find or negotiate but with the digital age prices are just about equal at every dealership. Good dealers know its about the in-store experience and focus on the customer expectations. In my case, when I went in to test drive my Jeep the sales person did an excellent job of telling me all about the features and why they mattered to me. He also asked a lot of questions about what I as looking for and tied that back to different models. He painted a picture of what it would be like to own (not just drive) my Jeep that resonated with the all the other touch points leading up to my purchase. While the other dealer of a brand I was considering threw me the keys and let me take it for a test drive. Not the same experience I had leading up to the test drive moment.

As the world of digital marketing continues to evolve, along with the morphing of the typical buying experience, businesses need to take a step back and really look at how their customer engage with their brand. Have you thought about every touch point along the path to purchase for your products? How are you optimizing each channel to create one omni-channel marketing strategy?

Understanding the experience across multi-channels and how the customers interacts at each touch point will allow you to develop better, targeted messaging and experiences that will drive customer purchases and repeat business.

Agency 128 can help you map out the path to purchase for your products and services and evaluate each touch point so you can optimize the buying journey for your customers. Connect with us today so you don’t miss out on sales.

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