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CX Tech

5 Omnichannel Marketing Mistakes to Avoid

David Balaban
March 05, 2019

3 minute read

Omnichannel marketing has been the talk of the town among marketers and customer experience practitioners over the past decade. It designates a strategy where companies leverage a combination of multiple touchpoints, both online and offline, to spread the word about what they offer and build customer loyalty.

According to a study by Aberdeen Group, businesses following an omnichannel customer engagement logic retain 89% of their clients, versus 33% retention rate for companies with meager omnichannel practices.

What are the common mistakes that can cast a business down into the inferior category? Here are 5 top don’ts that can make your omnichannel marketing endeavors go down the drain.

Mistake #1: Rejecting the mobile-first approach

According to Google, 71% of shoppers who use mobile devices to research products online say their device is an important component of their in-store experience. As a marketer, bear in mind that your customers – existing or potential – hardly ever part with their smartphones, and the gadgets are a one-stop source of information for many of them.

Marketing optimized for mobile reaches the audience quickly and hits the sweet spot. An understanding of how customers interact with your company via mobile devices is half the battle. Adjusting your marketing strategy to this knowledge is the other half.

Mistake #2: Incohesive brand messaging

Commitment to specific values, attitude, and strategy is one of the fundamentals customers expect from your company. Contrary to that, volatility of your brand voice doesn’t get along with farsighted marketing tactics.

Be sure to maintain consistent messaging across all channels in your marketing portfolio. Do not deviate from your claims and promises so that the customer treats you as a dependable partner and feels comfortable with the interaction wherever your paths might overlap.

Mistake #3: Inability to evaluate results channel-wise

Employing a dozen marketing tactics doesn’t make much sense unless you can assess the performance of each one in the context of the whole campaign. Some businesses fail to evaluate cross channel performance. Companies that are able to measure return on investment and impact of one channel over another are better positioned to get the big picture and head in the right direction.

Mistake #4: Providing off-topic content

Customers will only stay tuned for your marketing information as long as you keep it useful, unique, and insightful. Therefore, congesting your brand messages with something beside the point will do you a disservice in the long run. It will cause the target audience to lose interest in your advertising and become disengaged.

Mistake #5: Neglecting the need to improve

This one is self-explanatory and sounds somewhat vanilla, yet many businesses don’t take it seriously enough. Being able to learn from mistakes, correct them and move on is the merit of successful businesses. Know your customer, figure out what needs to be fine-tuned in your marketing to satisfy the target audience, and act.

In summary, avoid these 5 pitfalls, understand your audience and goals, don’t fear experiments – and your brand’s marketing IQ will likely reach new heights.

David Balaban
David Balaban
David Balaban is a computer security researcher with over 15 years of experience in malware analysis and antivirus software evaluation. David runs the Privacy-PC.com project which presents expert opinions on contemporary information security matters, including social engineering, penetration testing, threat intelligence, online privacy and white hat hacking. David has a strong malware troubleshooting background, with the recent focus on ransomware countermeasures.
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