3 Ways To Use Omnichannel Marketing Automation
Every brand faces marketing challenges. Inconsistent brand messaging, poor-quality data, and a lack of consistent, personalized customer interactions are just a few of the daily struggles businesses face.
Monitoring and understanding what customers want and need is a marketing activity that creates opportunity and challenge.
Considering almost three-quarters of consumers expect businesses to know their purchase history regardless of the channel used, omnichannel marketing automation can create a seamless and continuous customer journey across all touchpoints–eliminating friction or gaps.
Understand how your customers and prospects want to be served based on different situations—from solving a problem and getting product information to making an informed buying decision.
Learn what omnichannel marketing automation is and what it isn’t. Find out how omnichannel marketing automation supports a customer-centric approach–improving operational efficiency and productivity.
THE BENEFITS OF OMNICHANNEL MARKETING AUTOMATION
Considering that only 16% of businesses have the right tools to manage their digital assets, finding a solution to automate omnipresence activity and reduce time to market in the most efficient way is essential.
Why?
Because the last thing customers want to do is jump through hoops to get what they want. Customers want to find what they need—fast.
Customers want information based on buying intentions, preferences, and previous purchases. Imagine getting a stream of emails and SMS messaging about taking a holiday when looking for a new car. Pointless and frustrating. Software like Digizuite DAM facilitates and optimizes omnichannel activities as well as creates a seamless and integrated buyer experience across multiple channels.
They do this by:
Connecting and integrating various marketing channels. Email, social media, mobile, website, and offline communications can make offering consistent customer messaging challenging. Omnichannel automation offers unified branding and customer experiences across all channels.
Mapping out the entire customer journey. Understand the customer journey across various touchpoints and channels. Automation of interactions and triggers based on customer actions, such as sending abandoned cart reminders, can encourage customers to complete a purchase.
Making customers feel valued. Automated post-purchase follow-up messages to thank them for their purchase can keep customers engaged and satisfied with their buying experience.
Omnichannel marketing automation gives greater control. With DAM, get a consistent, accurate representation of brand identity across all projects, initiatives, and digital channels.
Take it from Stewart Atkins, Head of Digital Strategy, BMA, who says, “The ability to have one single source of brand-compliant images means that everyone within the organization can access the brand elements from Word documents or PowerPoint presentations.”
“The compliance in terms of brand guidelines empowers us to maintain the quality control of the look and feel of what we produce.”
Still not convinced? We’ll let the data speak for itself.
On average, companies with omnichannel customer engagement strategies, like offering a cross-channel experience, retain 89% of their customers.
Almost half of businesses use some form of email automation. The more valuable the information customers and prospects receive, the more likely those interactions will convert.
Automations like push notifications are essential to keep customers engaged with your brand in real-time. Some four in ten customers interact with push notifications within one hour of receiving them.
Almost all (99%) of marketers say personalization helps advance customer relationships. Omnichannel marketing automation understands customer preferences, behavior, and purchase history, allowing targeted interactions.
Some 81% of customers say a positive customer service experience increases their likelihood of purchasing another. Tailored messaging offers specific recommendations about suitable products or services across all channels.
3 WAYS TO USE OMNICHANNEL MARKETING AUTOMATION
Digital technology, such as DAM, makes it easy for brands to manage all their omnichannel marketing strategy functions. The centralized platform, or single source of truth, has various automation features that meet the customer at every step of the journey with relevant, timely digital content.
But with so many different channels, how can you expand into the omnichannel to reach your customers everywhere? And more importantly, know what marketing activity and channel is working.
That’s where automation software, like DAM, comes into its own.
UNDERSTAND CUSTOMER BEHAVIOUR
Data and insights about customer behavior guide brands in crafting effective marketing strategies.
By understanding customer touchpoints, whether through email, social media, or other channels, brands can tailor their engagement tactics to maximize response rates and participation.
Improve cross-selling and up-selling opportunities. Use data to track purchase history, website activity, and product interests across every channel and create highly detailed customer segments and campaigns, increasing the likelihood of a sale.
Understand how customers think, act, and make purchasing decisions–increase satisfaction, repeat purchases, and positive word-of-mouth.
Solve omnichannel marketing challenges and optimize each stage of the journey to deliver a seamless and positive experience.
Make sure the customer is placed at the centre of the strategies and influences your omnichannel marketing decisions.
AUTOMATE PERSONALIZED MESSAGING
Customers want personalized interactions. It’s why message personalization is the number one tactic email marketers use to increase customer engagement rates. And remember, almost all marketers said personalization helps enhance customer relationships.
What’s more, customers with positive and tailored experiences are likelier to share their experiences with others.
Turn customers into brand advocates by:
Sending a customer a voucher code to use for their next purchase
Responding to a customer from survey results. Send a personalized email to say thank you for completing a survey
Giving customers information about similar products they may be interested in based on previous buying habits
Sending SMS updates about their order. Once the product is delivered, automate a personalized email to find out how they got on with your product. At the same time, customers can be invited to leave a review using a link embedded in the email.
Digizuite DAM can help you optimize and scale personalization efforts—saving time, enhancing customer satisfaction, and boosting revenue.
GET EVERYONE WORKING TOGETHER
Communication and collaboration tools, like DAM, have project management features. Real-time messaging platforms, for example, allow team members to communicate, share updates, collaborate on tasks, and stay aligned on projects, fostering better teamwork and coordination.
Customizable workflows allow teams to work smarter and faster - removing silos and reducing duplication. Delegate tasks and set deadlines for marketing campaigns or digital asset approval. Monitor progress, and ensure that work is distributed evenly and completed on time–promoting transparency, accountability, and collaboration with everyone.
Let’s look at Etex Group, the international corporation that provides innovative construction products and building solutions across the globe. With a workforce of around 15,000 employees spanning 42 countries, collaborative working was challenging, and the team needed help to achieve global reach.
The group implemented Digizuite DAM to integrate with its Optimizely Content Cloud.
A comprehensive media library for digital assets, such as product information and technical documents, allows thousands of employees to collaborate through one central platform.
“We are in a world where people expect one-to-one information. I expect a brand to talk to me, not to me as a group of individuals, [and] the demands of our customers have increased. [Previously,] our relationship had been with the retailer. We have these connections with the end users that we never had before. It allows us to start communicating the right messages to the right people at the right time – an opportunity we’ve never had before.”
– Olivier Guilmain, Head of Digital Marketing & Ecommerce, Etex Group
Digizuite’s DAM can support your omnichannel marketing automation with pre-built workflows. From asset approval and publishing to channels to usage approval and end-of-life processes, use DAM automation features to build omnipresence into your marketing strategy.
CONCLUSION
Choose a robust marketing automation platform that supports omnichannel capabilities. DAM can streamline processes, deliver personalized experiences, and optimize customer interactions across multiple channels.
Identify critical interactions and opportunities for customer engagement. Map out the customer journey across various touchpoints and channels–gathering critical data to provide the best customer experience.
Interested in learning more about how Digizuite DAM automates omnichannel marketing activities for your organization? Book a demo today.
