We no longer live in a single-channel world. If you have ever checked Facebook while watching TV or scanned websites while shopping in a store, you’ve experienced our multichannel culture.
Research from Google shows that 98% of Americans switch between devices in the same day. But let’s be honest: Most people switch between devices within the hour, maneuvering from mobile device to desktop to tablet.
As a result, marketers must adapt their campaign strategies to be successful and grab consumer attention. There is no magic formula in omnichannel marketing, but marketers can adopt a few strategies to optimize campaigns and overall results.
1. Start by looking at your organizational structure.
We often see departments operating in silos, each managing disparate media verticals. For example, a company may have separate teams for direct mail and digital marketing, while outsourcing television and social media to an agency. It’s natural for there to be separate departments and agencies managing specific channels, but that means you must be tighter in synching up messaging, timing and targeting for campaigns, while simultaneously negotiating resources and budget.
2. Journey map the ideal experience for your consumers.
Understanding behavior, motivations and needs down to the individual is key to the success of any cross-channel marketing strategy. Is the consumer in the market to buy? Increasingly, there are data models that can indicate if individuals are shopping for big-ticket purchases like a vehicle, personal loan or mortgage. Marketers can, in turn, take these sweetened lists and fine-tune their outreach for prescreen campaigns, instead of guessing and sending it out to a mass list. In the case of consumers who are not actively shopping, marketers can still help form brand impressions by placing them in the consideration set for when a shopping moment is triggered. Thus, it’s important to have materials ready and staged for when consumers seek out information. Think web articles, reviews and word of mouth.