Johannesburg, 01 Jul 2015
"Omni-channel marketing" is the latest buzzword. Just look at job ads being posted: "Searching for omni-channel marketing specialist" or looking for "superior cross-channel engagement officer". Every meeting you go to, every "informed exec", every marketing media source or blog or Twitter feed... and you stumble on numerous opinions and views about the importance of "omni-channel marketing", as well as its distinction from "cross- and multi-channel".
Effective Intelligence (EI) dismisses all these new terms as spin and just plain old bull$+!& People forget the premise of doing business, quite simply, is understanding people. Effective Intelligence doesn't intend to address the distinction between the terms, because it knows consumers don't think in terms of "channels". So why write another article about this?
Answer:
What is key for companies is having the "chutzpah" to be channel-agnostic - to be able to listen to customers, and then respond appropriately, now. Not within 24 hours. Then the moment is lost. Consumers have become weary of traditional marketing methods, so it's even harder to reach and engage them individually due to the profusion of digital touch points.
The reality is customers are people, and people like to discover, research, discuss, buy, advocate for products and services when and where they like.
What does this mean for you as a marketer, who already convinced yourself that being omni-channel is the way to go?
1. Stop thinking about channels: Out-think your customer by providing a seamless experience in an "omni-present way". This does not mean adding another "channel" to your existing multi-channel strategy.
2. Get back to basics: Start by re-igniting the relationship with your customer. Stop talking to them. Stop and listen to what they have to say.
3. Once you listened to what your customers say, you have the competitive advantage of adding value that transcends points, incentives and short-term rewards. You are now engaging with them.
4. The goal is not to provide enhanced marketing performance. Instead, it is formed by the realisation that "smarter marketing" and subsequent ROI is based on cues that the consumers (existing and potential) themselves provide.
It's time to stop the bull$+!&. It's time to listen and harmoniously orchestrate individual, real-time experiences that resonate and drive ROI. It's time to listen to Effective Intelligence and put the company to the challenge.
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