Omnichannel: it’s the latest marketing buzz word. Marketers are clamoring about reaching consumers using every available channel of communication, and brands are scrambling to put the strategy in place. Mobile apps are being built, web pages are being crafted more responsively, and social media outlets are being leveraged.
But is the content keeping up? Oh look, the local appliance store is having a 10% off sale…again. I’ve started ignoring those alerts like my friend’s Facebook posts after an episode of Breaking Bad (let me guess: it was AWESOME!!!!).
Whether you’re reaching across all channels or focusing on those that your customers use most, the content needs to be engaging. Promotions are a great way to catch someone’s attention, but your portfolio needs to be dynamic. The good news is there are a lot of promotional tools to choose from: rebates, coupons, and sweepstakes just to name a few. Mixing a few of these into your marketing strategy will help your communications break through the din and increase consumer engagement.
Here are some other important points to remember on the road to omnipresence:
- Be Consistent: If your mobile customer parks themselves in front of a laptop, make sure they’ll have access to the same information they’ve been getting on their phone.
- Be Responsive: Consistency is definitely important, but don’t make a mobile user have to pinch and swipe their way to presenting a coupon at the register.
- Make Buying Easy: You’ve got their attention. That’s great, but it’s fleeting. Don’t miss out on a sale because the consumer couldn’t figure out how to take advantage of a deal immediately.
John Deal, Director, Product Management