The practice of omnichannel is coming of age.
Driven in large part by the proliferation of customer data and the emergence of powerful new marketing technologies (and helped along by the learnings accrued over about 20 years of trial and-error), savvy marketers are finally seeing results from their efforts to deploy truly integrated marketing strategies across audiences of scale and vast complexity. Critically, those successes are finally putting to rest old misconceptions about the relative value of disparate marketing channels and helping brands fulfill a long-held promise: that their customers would ultimately reside at the center of their marketing efforts.
This white paper, developed in partnership with DMA and through the sponsorship of Acxiom Corporation, Criteo and SG360, aims to shine a light on those practices so as to help marketersacross all vertical industries apply a set of established best practices to the deployment of their own omnichannel programs. Based on an intensive research effort that included telephone and online surveys of more than 100 marketers and service providers, it will establish that successful omnichannel strategies are grounded in three universal ingredients:
Recognition: the persistent identification of individual audience members—including both customers and prospects—as they engage with various promotional and transactional touch points.
Engagement: the maintenance of a robust, fluid mix of customer-facing channels, to be deployed in such a way that delivers the best possible customer experience (while leveraging the inherent strengths of each channel)
Orchestration: the coordinated management of the promotional and transactional customer experience, leveraging a combination of data-driven insights and foundational infrastructure supporting optimal channel selection, messaging, cadence, personalization and fulfillment of all appropriate customer preferences.