By Garry Lee, CEO, RedEye
Omni-channel is the next step in the evolution of multi-channel marketing. Omni-channel is a strategy that delivers a personalised, relevant and timely message to your customers which is echoed and consistent across every channel you use. RedEye’s CEO, Garry Lee, talks about the steps we need to take to achieve this and how to break the bad habits that will hold us back.
- Every company can take action to improve their communications with their customers
- All companies should have an ultimate aim to bring these advanced marketing automation skills in-house
- The basics must be in place before you can implement genuine omni-channel personalisation
Are the vast array of communication channels available to marketers giving consumers mixed messages and making the much vaunted omni-channel strategy a distant dream? The danger of these channels is that we focus so much on being multi-channel (having a presence, any presence, on every channel) we forget the most important goal of a consistent, personalised, relevant message regardless of channel. We need to get back to basics and focus first on the message, then the delivery.
To achieve this consistent message we need the customer data platform in place to do this. Data silos have to be eradicated. For the avoidance of doubt, data silos are where you’re holding different sections of information about your customers in different areas. So their in-store profile is held in one place, their browsing history in another and their purchase history somewhere else. Holding customer data like this will prevent you from ever having an accurate, single view of the customer. Without that you cannot hope to deliver a consistent message. The key is to start simple, get rid of your silos, find some low hanging fruit and get some early wins. You’ll need buy in from across the business to achieve your aims, so it’s important to prove the importance of an omni-channel approach early on.
Start with research, understand your data and where it is. From there you can build a phased plan, which should always involve testing and continual improvement. Utilise external expertise to get going, but with the long term goal of internal ownership, so always build training into your plans. Future proof your solution by staying flexible and continually close to the market place. Use external resource to keep you up to date, and go out of your way to ensure you’re continually testing new ideas and techniques.
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