Technology can take a marketing strategy only so far. Here are some crucial steps to keep up with consumer expectations and the changing tech landscape.
The idea of omnichannel remains simple at its core: a seamless, continuous, one-to-one, personalized shopping journey.
“The ‘omni’ in ‘omnichannel’ encompasses an ever-growing reality of diversifying touchpoints with customers — driven by the digital revolution,” says Katrin Ribant, cofounder and chief solutions officer at marketing analytics company Datorama. “And it’s about technology’s influence on customer behavior — in terms of both media consumption and expectations — in regard to interactions with brands.”
In other words, as more sophisticated tech tools have evolved, so have customers’ expectations for brands — and so have the sophistication and effectiveness of marketers’ omnichannel strategies. Technology, however, constantly changes. ROI can diminish quickly. But timely concepts, tested strategies, and defined marketing goals have a longer shelf life, are more pliable, and will evolve as technology advances. So marketers need to future-proof their omnichannel strategies as technology advances.
1. Redefine marketing in your organization
Marketing continues to change, but in many cases companies and organizations are slow to keep pace.
“There used to be this nice world where marketers could just put out brand-produced content, push it, and people would see it,” explains Jeff Soriano, senior director of demand generation at user-generated content platform Offerpop.
“But people are creating a lot of content now. Marketers aren’t just battling their competitors. They’re battling for attention from consumers,” he adds. “The technology advances that have changed consumer behavior have inherently changed marketing’s behavior because they have additional competitors now.”
Ribant adds that marketers who want to excel at omnichannel don’t just need the latest technology. They must be also willing to take on a number of different roles.
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Author: Digital Dealer
Digital Dealer exists to help dealers and their managers sell more vehicles more profitably by creating the best live events and media in the industry.