True omnichannel marketing requires thinking differently about people, processes and technologies. Do you have what it takes to be an omnichannel marketer? To find out, let’s examine critical success factors of strategy.
The reason to implement an omnichannel marketing strategy is customer driven; not because it’s trendy, looks good on the resume or because it’s what the competition is doing.
To identify which channels to put effort and expenditure into, which to ignore, and which to place on the long term roadmap, start with an assessment of existing channel use and resulting customer and business benefits.
A company needs to support this. When a customer is upset about receiving an offer immediately following a fullpriced purchase they don’t care that marketing is a separate business unit with its own budget.
Ensure the software can record and respond to the customer’s reaction, so that it is a conversation, not just a one-way communication.
