Articles

Omnichannel Marketing - an Overview

by David Jones Digital Marketor

Let’s talk about customer experience (CX), right? It determines the success of your business and sets you apart from the rest. It also happens to be an integral part of overall channel marketing.

Unlike multi-channel marketing, in-channel marketing can best be described as an integrated and comprehensive sales method that reaches prospects anywhere. Instead of targeting social platforms separately, overall channel marketing takes into account both online and offline channels to align messages, patterns, and goals to provide a seamless customer experience. This explains why you need to be present as a brand everywhere on the buyer’s journey.

The world of B2B marketing is mostly a return on investment, but given the limited budget compared to B2C, it becomes a little more complicated than usual. Most B2B companies invest time and money in multi-channel marketing; however, they seem to lack consistency and a smooth customer experience. Implementing in-channel marketing for the B2B industry means that manufacturers, wholesalers, and distributors need to optimize their sales channels to reach their goals, engage them, and meet the needs of their target customers.

Problems arise when B2B marketers try to integrate their own channel marketing offerings. Brandon Spear, CEO of MSTS, a global provider of B2B payment and credit solutions, says: “If you buy from a reseller with a B2B channel from their e-commerce platform, then visit a physical store or maybe call them to order - how does that reseller continue to maintain their omnichannel solution for you to they know who you are and interact with you in the same way, whether you're online, on the phone or in a physical store? It's a challenge. "

But having said that, MSTS was able to announce the launch of the Credit-as-a-service (CaaS) solution, a full-channel suite of applications that allows B2B vendors to manage all aspects of their customer relationships. In this way, they get to focus on improving the customer experience in the long run.

Because customers don’t interact with the brand on just one channel, multi-channel marketing can integrate their experience across all channels. Take Centro, for example, it is a company that combines software advertising software with purchasing, media planning, analysis and reporting tools. Jared Rosenbloom, Head of Media Strategy and Operations at Centro, says: "In multi-channel marketing, the goal is to get as many points of contact as possible - you want to send your message to as many people as possible. It's cheaper because you don't have to coordinate your efforts. we understand an individual’s buying path and how we can talk to them at different points in the path. ”

All in all, it’s only a matter of time before every B2B marketer out there moves to their own channel marketing. Through technological advancement, it not only provides a seamless customer experience, but also strengthens and increases the customer’s lifetime value to existing customers.


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About David Jones Committed   Digital Marketor

612 connections, 24 recommendations, 1,480 honor points.
Joined APSense since, October 6th, 2020, From La Jolla, United States.

Created on Mar 24th 2021 07:56. Viewed 334 times.

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