Are You Ready to Make the Switch to Omni Channel Marketing?

For marketers, omni channel marketing may sound like what we have been doing for years—reaching customers on multiple channels and devices. But omni channel marketing means moving those channels and audiences out of siloes. However, omni channel marketing requires an exceptional understanding of your customers, as well as the means to reach the same audience across multiple channels. Continue reading to learn how to get started with omni channel marketing.

Getting started with omni channel marketing

Omni channel marketing is about reaching the same people across multiple channels, such as email, social media, and display ads, and making the transition between those channels as seamless as possible. Inconsistent messaging between channels, different audiences between channels, and only targeting prospects during a narrow part of their lives are all antithetical to omni channel marketing. The following are a few ways to make your next campaign an omni channel campaign:

  • Use consistent messaging across every channel.
  • Target the same audience on every channel.
  • Target your audience at home and at work.
  • Find ways to make channels work together, such as setting up a digital retargeting campaign for people who opened an email.
  • Tailor your messaging and delivery to the context in which prospects will see you ad.

While some of these would have been difficult in the past, advances in data are making it easier than ever to make the switch.  

Using advanced datasets makes omni channel marketing easy

Omni channel marketing runs on the kind of advanced data that has become available in the last few years. One example is life-event trigger data. Life-event trigger datasets consist of people who are undergoing major life events, and often include newly engaged couples, newlyweds, new movers, and new business owners. Knowing who is undergoing these life events will help you understand the context in which your customers interact with your ads. Not only does that improve targeting, but it also helps you find out if certain life events correlate with improved conversions. For example, you may learn that your customers who are also new business owners prefer messaging with facts rather than emotional appeals.

Using Linked B2B data is another way you can build an omni channel campaign. Some data companies have been able to connect their B2B and B2C databases, enabling marketers to target B2C prospects at work or B2B prospects at home. That kind of flexibility removes audiences from B2B and B2C siloes and helps marketers reach the same audience everywhere.

Conclusion

Omni channel marketing is evolutionary—it builds off what marketers have been doing for years and improves it with better targeting and more advanced data. The resulting campaigns drive conversions by targeting a single audience with consistent messaging across interconnected channels. If you are interested in transitioning to omni channel marketing, life-event trigger data, or linked B2B data, contact Stirista to get started.

About the author

Stirista began as an ambitious project from an apartment in San Francisco. But as office space expanded, so did our client base. After a few short years, we have worked with the largest healthcare insurance provider in the world, the biggest telecommunication company in the US, and some of the most prestigious universities in the country. We are on the preferred vendor list for a handful of Fortune 500 companies, with three of the ten largest companies in the world turning to us for...


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