Marketing Marketing Guides
Marketing
Key Concepts
Marketing
Related Topics
| |
Omnichannel is a marketing technique that integrates everything a firm knows about a customer across channels such as web, mobile apps, locations, telephone and automation such as bank machines. Multi-channel marketing is nothing new but the difference with omnichannel is the total integration of customer data. This complete and broad integration is commonly referred to as zero drop rate. The following are illustrative examples of omnichannel marketing.
RetailWhen a customer walks into a bank, associates can see that a customer clicked on one of the bank's advertisements for a special offer on mortgage rates. When the customer mentions it, the representative already has the details of the offer in front of them. This can be done in the context of thousands of different marketing offers for mortgages as it is based on the exact content the customer has viewed.MailA customer can scan a page in a catalog to bring up the product in the brand's app. When the customer visits a location, representatives can see a list of products that the customer has recently expressed interest in.
Personalized ServiceA customer calls an airline to complain about poor customer service. A customer service representative named Lucy apologizes and gives the customer miles on her loyalty card. The representative says that if the customer installs the airline's app, she need only press chat and messages will go directly to her next time she has a problem. The customer installs the app. On the train ride to her next flight she presses the chat button. She gets a hello from Lucy and asks if there is any chance for an upgrade. Lucy says that she can upgrade for the price of the miles she was awarded in their last interaction.
Ecommerce When a customer visits a shoe store representatives can order things through the ecommerce channel if they are out of stock. Remarketing When a customer leaves an auto dealer after a test drive they start to get ads for the car across a variety of digital channels.Customer PreferencesA customer requests extra hard pillows from a hotel chain once and gets the hard pillows every time they check in to any location from that point forward. They go to the website or app and can see the preference for hard pillows in their profile.
NegotiationNegotiations for a car fail to close. When the customer visits another location to negotiate anew, the salesperson can see the quotes from the first negotiation. They offer the customer a slightly better deal to give them a win.|
| Type | MarketingMarketing Technology | | Definition | Complete integration of all that is known about a customer across channels in order to improve customer experience and sales. | | Issues | Omnichannel marketing can go too far to the point that customers think you are creepy for watching them too closely. Good taste in using data to improve experiences is helpful.Compliance with privacy regulations.Giving customers an option not to be monitored is a good practice. | | Related Concepts | MarketingPrivacyRemarketing |
Marketing
This is the complete list of articles we have written about marketing.
If you enjoyed this page, please consider bookmarking Simplicable.
Categories or types of marketing technologies.
The common types of digital marketing.
An overview of common marketing problems.
A list of things that marketers do.
An overview of 20+ common branding techniques.
A list of common ways to measure marketing results.
An overview of common pricing strategies.
A definition of product positioning with examples.
Common types of brand storytelling.
The common types of cross-selling.
The common types of marketing campaign.
The common types of marketing automation.
The common types of target marketing.
TrendingThe most popular articles on Simplicable in the past day.
Recent posts or updates on Simplicable.
Site Map
© 2010-2023 Simplicable. All Rights Reserved. Reproduction of materials found on this site, in any form, without explicit permission is prohibited.
View credits & copyrights or citation information for this page.
|
