Post by nadinenadine on Mar 6, 2024 3:50:43 GMT
We hear a lot about omnichannel. Even just by similarity, it is obvious that it is an approach to communication and sales channels, but what does it actually entail and why is it so important for companies to move in this direction? The reason is to be found in the changed market conditions and in the new habits and needs of consumers, very different from those of even just ten years ago. Let's see what the omnichannel approach consists of and how we can support it with digital tools. Omnichannel and multichannel In this digital age it is easy to feel confused around terms that continually enter the marketing universe, bringing new evolutions to already known concepts. An example in this sense is omnichannel vs multichannel . The disorientation is understandable, but delving into the specifics of the individual concept can help develop effective strategies and identify the right tools to fully exploit these trends. Considering that the channels through which the buyer can come into contact with our company are different (website, social networks, apps, etc.) multi -channel is the first step: the brand, in fact, is not only present in one channel but in numerous .
However, these contact points are not connected to each other: in multi-channel information is managed in silos, often with different suppliers, without a common database and an integrated experience for the user. The meaning of omnichannel is precisely to be found in these shortcomings to which a solution has been given. The omnichannel approach, in fact, sees the communication channels interconnected with each other and orchestrated with a coherent content strategy . In this way the interested person can not only come into contact with the company through different channels, but also Loan Phone Number List live the same experience on all touchpoints, without perceiving any interruption and ideally being able to start the action in one channel and complete it in another . Touchpoints and customer journeys Consumers today are omnichannel by nature . Just think about how each of us makes our purchases. Let's reflect on a hypothetical customer journey: we start exploring possible products that meet our needs on Google, then do a search on Amazon, go to the official website of the product we are interested in, view the social channels, and then perhaps compare the price on other marketplaces, and decide only at the end whether and where to make the purchase.
This is an example path but there can be many others, different in type and number of channels, order of use of the individual channels and time duration. With the advent of digital, the contact points in which our potential customer could view the product, the famous touchpoints, have multiplied . Having the smartphone always in your pocket, access to online channels becomes constant and immediate, as is expected to be the identification of the information needed to make the purchase decision. Each consumer evaluates at their own pace, in the place they prefer, in the channels they deem appropriate. Predicting the exact path and channels in which the user will find out about the product and make the purchase has proven to be very complicated. Precisely for this reason it has become essential for companies to apply an omnichannel strategy , so as to be present in a strong and coherent manner in whatever touchpoint the user decides to learn about the brand.
However, these contact points are not connected to each other: in multi-channel information is managed in silos, often with different suppliers, without a common database and an integrated experience for the user. The meaning of omnichannel is precisely to be found in these shortcomings to which a solution has been given. The omnichannel approach, in fact, sees the communication channels interconnected with each other and orchestrated with a coherent content strategy . In this way the interested person can not only come into contact with the company through different channels, but also Loan Phone Number List live the same experience on all touchpoints, without perceiving any interruption and ideally being able to start the action in one channel and complete it in another . Touchpoints and customer journeys Consumers today are omnichannel by nature . Just think about how each of us makes our purchases. Let's reflect on a hypothetical customer journey: we start exploring possible products that meet our needs on Google, then do a search on Amazon, go to the official website of the product we are interested in, view the social channels, and then perhaps compare the price on other marketplaces, and decide only at the end whether and where to make the purchase.
This is an example path but there can be many others, different in type and number of channels, order of use of the individual channels and time duration. With the advent of digital, the contact points in which our potential customer could view the product, the famous touchpoints, have multiplied . Having the smartphone always in your pocket, access to online channels becomes constant and immediate, as is expected to be the identification of the information needed to make the purchase decision. Each consumer evaluates at their own pace, in the place they prefer, in the channels they deem appropriate. Predicting the exact path and channels in which the user will find out about the product and make the purchase has proven to be very complicated. Precisely for this reason it has become essential for companies to apply an omnichannel strategy , so as to be present in a strong and coherent manner in whatever touchpoint the user decides to learn about the brand.