Omnichannel_MarketingWhy creating the right experience and message for your customers is more important than utilising every channel

The evolution of marketing in the last decade has come a long way, mobile for example has completely changed the way in which we engage with our favourite brands.

Some of the main marketing channels that have developed in the last decade include in-app messages, chatbots and social memes. These have started to become of much more value than the campaigns of yesteryear – billboards, television or email campaigns. As technology continues to advance, more channels will be introduced – a recent example of this can be seen with voice assistants.

Utilising these new channels effectively to drive business value is something that many brands seem to be struggling with. It’s important to keep in mind that unless there are some solid business results to show from them, then even the best creative marketing campaigns are worthless.

We live in a mobile-first world, where people spend about 3 hours a day on average looking at their phones, because of this when it comes to reaching people on mobile – results matter. This is an area where every business needs to adapt if they haven’t already, otherwise they risk losing a huge amount of their audience. While it is important to engage with customers on all channels, mobile is a big area to focus on due to its importance in today’s world.

Omnichannel is obviously important but it shouldn’t be viewed as the cure all for all marketing issues. It’s the experiences that marketers create that matter more than the channel to customers.

Because of this, focusing solely on channels and ignoring the importance of content will more than likely result in a bad experience for customers, which is not something that any marketer wants. If the messages that are being sent out on every channel don’t drive any positive behaviour, it’s meaningless and a waste of time for both you and your customers.

Another thing that can underwhelm users is poorly timed, unhelpful messages sent via push, email or chat. A recent study by Martech found that over 50% of app users find push notifications annoying in general. The majority of push notifications are generic broadcast blasts and because of this it’s no surprise that a lack of relevance in these pushes play a major role in this perception.

The key to solving this issue with lack of relevance is data. Data can provide you with the proper level of insight for your channels, allowing you drive positive, personalised customer experiences for every action, or inaction you make to your channels.

The reality is that mobile is one of the key focuses for marketers, with people spending around 74 minutes each day in apps. This means getting it right is incredibly important for your business. But despite the benefits it can also be very unforgiving – because it allows for real-time, interactive communication with a customer, one irrelevant message can see customers begin to turn their back on you.

A better focus on results helps to make customers happy, foster growth, and make campaigns stronger – overall driving positive business results.

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