Omnichannel Marketing Automation: The Next Step to Building a Customer Relationship
More traditional marketing teaches us to segment the target market between B2C and B2B and suggests that we imagine the customer journey of a typical customer as a linear process that goes from the knowledge phase to the purchase phase ( awareness , familiarity , consideration , purchase and loyalty ). The advent sale leads, armenia email address of digital, the growing amount of information that consumers come into contact with and the multiplication of touch points with brands have however made the scenario more complex : it is increasingly difficult to be able to know the weight of each contact phase in the final purchase choice, just as it is increasingly difficult for marketers to predict the consumer's behaviors themselves.
In this context, adopting an omnichannel strategy supported by marketing automation activities represents the step forward to create a real relationship with your customers aimed at their loyalty .
From the possibility of generating interest by communicating the right message at the right time, to that of using flows to transform the contact into a lead , to nurturing strategies to lead the contact to transform into a real customer, to the possibility of managing and personalising all post-sales communications for real loyalty strategies , all regardless of the channel and the touch point between brand and consumer: if marketing automation platforms simplify the activities of marketers by allowing them to manage all the activities for the customer journey of their customers and prospects from a single tool , what is fundamental , upstream, is the creation of a real omnichannel strategy .
Omnichannel customer experience: the power of data
Knowing your customers thoroughly, making them feel unique and always being able to surprise them: if for retail and e-commerce the challenge is played on the ability to create omnichannel customer experiences , we cannot help but start from the awareness that doing so requires being able to manage all the data and information within a single platform , which is technically identified as the DMP (data management platform). This is precisely the case of Blendee, which among the various marketing automation features , offers its users the integration, normalization and processing of data from the various off-line and on-line channels. From the e-commerce site to the CRM , without forgetting cash management systems, loyalty systems, ERP, APP and social media: all the data , which concern personal information, interests, browsing and purchasing behaviors of customers and potential customers, are aggregated, providing marketers with a powerful information base for the creation of effective and efficient marketing strategies .
