How to do omnichannel marketing well? What is omnichannel marketing?

What do you mean by omnichannel? Omnichannel requires a lot of investment.

From the current point of view, there are really very few products that can really achieve omni-channel marketing, because from the characteristics of the product itself, applicability and other aspects, omni-channel coverage is wide, but the effect is definitely uneven, so in the end, including international brands such as Coca-Cola, will also choose to give priority to advertising in a certain channel, shrink or even cancel some ads with poor results.

Therefore, if you want all-round marketing, you should compare and screen various marketing channels, and finally choose the most suitable one for yourself, so as to reduce unnecessary investment and maximize results.

The data left by the same customer in different channels is very different, whether it is the content of the data, the amount of data, or the identity information contained in the data. DM Hub marketing cloud products have built-in automatic identity information recognition and automatic merging functions, which can effectively automatically summarize the omni-channel data of the same customer into the customer's global profile without manual steps in the process.

Today's customers will engage and interact with enterprises in all channels, and if companies only look at different channels in isolation, such as e-commerce platforms and WeChat as two unrelated channels, then the same customer may receive inconsistent communication information on different channels, which greatly disrupts the customer experience. The customer interaction management of marketing automation should include rich channels such as WeChat, targeted advertising, email, SMS, APP message push, Alipay life account, etc.

Omnichannel is a word that has emerged in recent years, and people's understanding of it is diverse, in general, it is understood as all distribution or sales channels, which evolved from single channel, multi-channel, and cross-channel. This understanding is no longer appropriate for today's marketing practice.

We need to expand the scope of the meaning of "omni-channel": not only all channels for the transfer of ownership of goods, but also all information channels, all production channels, all capital (payment) channels, all logistics channels, and even all customer movement channels.

Omni-channel marketing is a new concept, which is defined as: in order to achieve the goal, an individual or organization implements the decision of channel selection within the scope of all channels (commodity ownership transfer, information, product design and production, payment, logistics, passenger flow, etc.), and then implements targeted marketing positioning according to the different preferences of different target customers for channel types, and matches the combination strategy of marketing elements such as products and **. Omnichannel marketing management is the process of analyzing, planning and implementing omnichannel marketing.

Omni-channel retail means that in order to meet the needs of consumers to purchase at any time, anywhere and in any way, enterprises adopt the integration of physical channels, e-commerce channels and mobile e-commerce channels to sell goods or services and provide customers with an undifferentiated purchase experience.

Now channel marketing is different from channel marketing in the traditional sense, because with the development of the times, the market is extensive, enterprise products have a variety of marketing methods when marketing, such as the Internet, of course, in the specific marketing strategy, we also divide the marketing group and place, this will be because of the different commodities to choose the marketing plan, in short, channel marketing is to pass the goods to the final consumption of the hand. Following the development direction of the times, Boli took the lead in using the omni-channel distribution model, integrating all online and offline resources, accumulating fans and contacts for the settled merchants, and achieving a marketing explosion.

The first and most important element is commodities, which diversify the demand for commodities.

One of the main points of store operation is to attract people. It can attract people, and the depth of visits, conversion rate, and customer unit value will follow. In an omni-channel environment, we need to analyze the demographic characteristics of each channel and its impact on product display and recommendation.

Finally, it is the element of logistics, the multi-compound model of omni-channel marketing, which puts forward higher requirements for warehousing and logistics, so that the goods can reach customers safely and quickly, in order to complete the ultimate goal of marketing.