Last year, a journalist from Retail Detail asked me about my vision on the marketing trends for 2018. At that time, I answered wholeheartedly: “omnichannel planning will be the most important challenge”. And, as it turns out in practice: the customer is completely ready for it. He or she thinks, acts, lives omnichannel. They want the same message and experience on every channel where they experience your brand message or communication.
What about the marketer? He or she thinks - in 2019 - at most ... 'multimedially'. In this article I zoom in on the differences between the two disciplines, I focus on the weaknesses but also give tips to make your marketing team omnichannel.
Countless books have been written and numerous conferences held about multimedia marketing. Every marketeer has come to understand that a customer can no longer be reached via only one platform. But does this mean that they are omnichannel? Not really. In multimedia marketing, a diversity of channels are used to reach the customer, but this does not ensure that the customer receives the same message and experience through each channel. In omnichannel marketing, customers receive the same message and experience via every communication channel. Every channel is no more than a contact point within something that they see as a large, continuous whole.
The basic principle behind a typical omnichannel campaign is a specific message or experience that is subsequently communicated on various channels. The result: the customer or prospect – regardless of the channel – always receives the same message or experience.
Generally speaking: not yet. And that's a pity because the customer or consumer lives omnichannel. He or she is frustrated if a message on the website does not link to the sales point, or if a salesperson at a trade fair looks confused at him or her when a promotional offer on social media is mentioned. But why is the transition to omnichannel so difficult within marketing teams?
Three major reasons:
Based on the previous:
The marketing team organisation chart is ready to be recast. In the diagram below you will see how a traditional marketing team (with silos) designs its organisational chart or organisation. The result is a team with partitions, where every sub-team or marketer bases their activities on their own organisation and draws up their plans based on a separate budget. This makes it virtually impossible to launch campaigns based on a single brand message or experience. The omnichannel mentality is hardly present here.
To evolve into an omnichannel marketing team hardly requires a revolution. The only change: putting the customer and the customer journey first and using this as a starting point for developing your omnichannel campaigns, in which all sub-teams or marketers communicate the same message for experience via their channel(s).
Now, to get down to the nitty-gritty. How do you change from a traditional marketing team towards an omnichannel marketing team? Consider this an evolutionary process, or you will risk blocking changes in your organisation. After all, not every marketer will be overjoyed by having to work with a new process. Here is an outline of the most ideal step-by-step plan:
Below you'll find an example of omnichannel planning for the "Back to school" campaign. First the basic design, then a more extensive design in Excel.
Implementing an omnichannel strategy in a digital marketing planner like Husky offers many advantages:
There you are! That was a fascinating challenge, wasn't it? But also a very urgent one, because the customer does not wait. After all, today's customer is fully omnichannel.
Are you interested to find out how your omnichannel strategy fits into the Husky digital marketing plan? I will be happy to show you. Make an appointment now.
Do you want to know why Husky can be an asset to all your communication?
Read more about marketing communication here or book an online demo.