Digital marketing has changed everything for brands. What you used to depend on to draw people into your store time and time again—think direct mail coupons and billboard ads—isn’t nearly enough anymore. Traditional marketing certainly hasn’t gone out of style, but digital channels have exploded and set your marketing plans spinning, as it’s confusing to understand where to place your marketing investments. Figuring out where and how to allocate your marketing dollars to reach the right people at the right time at the right place with the right offers is enough to make anyone’s head spin, much less be strategic and efficient with marketing campaigns!
Here, we’ll give you some food for thought.
It’s An Omnichannel World Out There
Consumers are consuming everywhere: online and out in the real world. Consider these stats:
- 98% of Americans switch between devices in the same day (Google)
- Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel (Google)
- 87% of retailers agree that an omni-channel marketing strategy is critical or very important to their success (ResearchLive)
If you want to increase traffic (of both the foot and web variety) and build customer loyalty, you must treat customers to consistent and completely delightful experiences—whether they’re at your restaurant, placing an online order, enjoying a social media post, checking their email…you get the idea.
The Omnichannel Marketing Challenge
Even though omni means “all” or “everything,” you’ll waste a lot of valuable time and money if you press go on every single marketing channel under the sun and hope that something sticks. Indeed, your challenge is to approach omnichannel marketing with a sound strategy based on a firm understanding of your customers, their preferences and what drives their behavior as they relate to the products and services in your specific corner of the competitive marketplace.
As an omnichannel marketer, you need to meet your customers where they are. But in order to do so, you have to answer these two questions:
- Do you (really) know where your customers are spending their time?
- Do you (really) know who they are?
The digital technology that’s making omnichannel commerce a reality and omnichannel customer engagement a necessity in the first place is the same technology that helps you answer these questions. In other words, it comes down to data and using it to glean insights and inform action.
Ready to go?
Embracing the Omnichannel Marketing Opportunity
When you know who your customers are and how/where they are spending their time, you can establish a brand presence across key marketing channels so you don’t miss out on any opportunities to connect with both loyal and new customers. Your marketing dollars will find their rightful place, and ROI will follow.
To get to this point, you need to collect and crunch the right data. And this requires investing in a technology solution that can pull together your customer data from disparate sources, centralize it, and offer tools to analyze it, preferably in real-time. As soon as a clearer picture of your customers begins to emerge, you’ll start seeing how your customers can be segmented into groups based on demographics, purchase patterns, channel behavior and more.
From there, you can build an omnichannel marketing approach to drive loyalty and same-store sales. Ideally, the technology platform you’re using to manage your data will offer the capabilities to deploy digital campaigns that:
- Offer promotions tailored to their tastes
- Reach customers on their favorite marketing channels—at the right time
- Can be tracked, measured, and optimized for ongoing success
Contact us today or explore our website to learn how Punchh’s marketing platform sets your omnichannel marketing initiatives into motion and keeps results rolling in.