In order to develop an efficient omnichannel marketing strategy, it is necessary to follow the entire consumer journey. It is necessary to map all possible contact points and channels over the five As.
Step 1: Map all possible contact points and channels along the consumer’s path
The first step in the development of an omnichannel marketing strategy involves mapping all possible contact points and channels over the 5 As (attention, attraction, advice, action and advocacy).
A point of contact is defined as any direct or indirect consumer interaction, online or offline, with a brand.
A channel is one of the online or offline intermediaries used by consumers to interact with the brand. These can be of two types: communication channels and sales channels. The first are those that facilitate the transmission of information and content, such as television, the written press, content sites, among others. The seconds facilitate transactions, such as retail outlets, sales teams, e-commerce sites, among others.
Sometimes the communication and sales channels are interconnected without a clear definition of roles.
A contact point can involve one or more channels, just as a channel can serve different contact points. In this way, a contact center can become a channel for consumers to get to know a product or become a channel for consumers to place an order. This overlapping of the roles of contact points and channels is relevant to ensure that consumers live a continuous and coherent experience.
Step 2: Identify the most critical contact points and channels.
Consumers can choose a different combination of contact points on multiple channels in a certain sequence, which is called the consumer’s route.
There are multiple possible ways that can increase the difficulty of fulfilling omnichannel marketing and the focus should be on the most popular routes. Considering the Pareto principle: the main 20% of all possible scenarios are perhaps followed by 80% of consumers.
Thus, companies must invest in the creation and development of a continuous and consistent experience across the most important contact points and channels.
Step 3: Improve and integrate the most critical contact points and channels
The next step is to evaluate and improve the most relevant channels across the most critical touch points, which will determine the success of omnichannel marketing.
To provide consumers with an authentic omnichannel experience, companies must create an organizational structure that can operationalize the strategy, connecting the teams responsible for the different channels, collaborating to offer this continuous and consistent experience. When the merger happens, they work together in order to understand what is the best way to achieve their goals, despite of the channels.
The goal: to offer the consumer the best experience and obtain the most sales from omnichannel marketing.
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