Marketing Automation
Speaking of the omnichannel customer journey , we have already anticipated the need to implement omnichannel marketing strategies, capable of intervening in the user's life cycle, recognizing them and offering them a unique experience across all channels.
To do this, some strategic and design guidance is needed.
What is omnichannel marketing?
Omnichannel digital marketing involves the ability to orchestrate customer interactions with the brand in a single direction, automating interactions through all available contact channels: online stores and physical stores, direct marketing through social media, email, SMS, apps. To implement an omnichannel marketing strategy, therefore, technology is needed, but above all internal exit cell phone numbers coordination within the company that is based on objectives shared by the various divisions: a fundamental element of what is today defined as digital transformation .
A study conducted by Forrester on behalf of Accenture and Hybris attempted to describe the complex landscape of omnichannel marketing from both a consumer and business perspective .
The goal is to find insights for retailers who want to break down some of the technological and organizational barriers to investing in an omnichannel experience.
This describes a world of players who are not yet fully aligned with a customer who, on the contrary, has quickly adapted to the comfortable experiences offered by some large players. The result is that what is for many retailers great efforts, is experienced by people as well as by goods.
The omnichannel experience is therefore a strong differentiator of brand perception.