Master in Digital Marketing Management – UPF-BSM, Acquire specialized knowledge to manage the digital marketing of your organization. Master in Digital Marketing Management – UPF-BSM
Acquire specialized knowledge to manage the digital marketing of your organization. A little over a couple of years ago, the word mobility was timidly looming in the jargon of digital marketing. Today it is a reality overwhelmed by the daily practice of consumers. Omnichannel is another word that seems to follow the same inexorable sense of what will very soon be a constant, with enough arguments to think that it will become the relevant way to connect with consumers.
When we listen to the new song of our favorite Malaysia Email List we go to the live concert and the song doesn’t sound the same, we are very disappointed. The same disenchantment arises when a shopping experience, customer service response, and other touchpoints with a brand, product, or service are not congruent. I am going to give as an example a common fact from my experience as a consumer. As I was walking through a shopping center, I saw the promotion of a well-known sportswear brand on my mobile, on the Facebook wall. Upon arrival at the store, neither the seller nor the store manager were fully aware of the promotion and doubts arose about its scope. The shopping experience was interrupted. Which is to say that there was noise on the channel or that there was no consistency in the message.
According to a study by the Digital Economy Forum, consumers increasingly aspire to be able to complete a shopping experience through any channel and at any time. The data reinforces this statement, if we take into account that 67% of users start their purchases using an electronic device, but continue and finish them in a different one, according to a Google study on the use of devices in life everyday. Another study by the consulting firm AT Kearney states that 95% of retail purchases end in physical stores. It is easy to deduce why omnichannel is becoming more and more relevant.
If we add to this that mobile and physical commerce tend to converge, studies suggest that 75% of shoppers use their mobile devices in the store, omnichannel is even more relevant.A guiding word that guides us in this regard is ¨convergence¨. What was multiple before, now tends to become unique. The user experience between physical sales and the Internet, and within this universe in the various channels, demands a message, which, although it must be correctly adapted to the various languages, can no longer be divergent. This is because the Consumer Journey , the journey of our consumer’s decisions, passes through a multiplicity of contact points.
But omnichannel not only responds to a marketing strategy, but to a different work methodology and company culture. This Virgin Atlantic “customer service” anecdote is telling about it. Robert has a conflict with the company, frustrated he launches a tweet that is immediately answered in a personalized way, to find a direct communication channel. Here is the call from Dan, a collaborator of the social media team, who, although he cannot give an immediate solution, gives Robert a range of real possibilities and not that typical menu of robotic options that makes us lose a whole morning.