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“Omnichannel” is a term that gets thrown around a lot. But it’s not just a buzzword. The best way to understand omnichannel is to compare it to the term “multichannel.” In a multichannel marketing strategy, you set up various marketing touchpoints which reinforce each other to ease a customer through their buying journey. For example, you may use social media as a channel to attract visitors to your website and email as a channel to nurture leads. Omnichannel is similar. But it’s more universal. The combining form, “Omni,” means “all,” “of all things,” or “in all ways or places.” Simply put, an omnichannel marketing strategy means you create marketing touchpoints that work together on every available channel. At the very least, you create consistent touchpoints on all the channels your customers use. Most businesses use social media, search, and email as marketing channels. Although social media is still the top digital marketing channel according to 81% of marketers according to a survey by Clutch, customers (especially consumers) aren’t just engaging with brands by commenting on Facebook posts.
A key trend in overall digital strategy development is the ongoing popularity of digital transformation programmes. A recent poll on a members’ webinar in digital transformation showed that a third of businesses are planning transformation within the next 12 months with a quarter already having embarked on them. This is similar to what we’ve seen in our more general surveys. Within digital marketing strategy, there is continued interest in developing integrated digital marketing strategies across multiple channels. Digital transformation programmes are a response to the challenges of digital silos in some companies where there has been a failure to integrate digital across a company. Instead, we recommend using a customer-centered approach to audit your approach for different personas across the lifecycle as shown below.
Chatbots will continue to be an important part of digital marketing in 2020. This AI-based technology uses instant messaging to chat in real-time, day or night, with your customers or site visitors. Many customers prefer interacting with chatbots as they are responsive 24/7, give answers promptly, accurately recall your entire buying history, and never lose patience. These virtual assistants offer outstanding customer service by meeting customers’ expectations and automating repetitive tasks – which means that you can focus on more important work. Many brands already use chatbot technology, including rideshare brand Lyft. You can request a ride from Lyft via chat (Facebook Messenger and Slack) or voice (Amazon Echo), and their chatbot will let you know the current location of your driver: Passengers can use the app to choose the type of ride, make a request, track the location of the car, send friends a time estimate of their arrival, and make payment.
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