Omni-Channel Customer Engagement

Organizations are recognizing that it’s not enough to rely solely on creating great content and allowing it to flow out through multiple channels anymore – Multi-channel engagement. Now you need to create engagement programs and campaigns that deliberately reach your audience through multiple channels simultaneously – Omni-channel engagement.

Imagine customers researching a product online, and subsequently leveraging mobile while in your store to scan a product QR code. That’s 3 channels of engagement. An Omni-Channel campaign is designed to engage with your audience wherever they want. With today’s consumer in charge of their own buying journey, it is imperative that you reach them in with the right content, at the right time, in the right channels.

Omni-Channel management defines which channels, and combinations of channels, are used for demand generation programs and campaigns, how they are measured and how they are optimized. An Omni-Channel customer engagement campaign takes advantage of the different channels in your arsenal, the personas and buying journeys you have developed, and the content you have available to maximize engagement with your target audience.

Moving From Multi Channel To Omni-Channel

Creating content in various formats and distributing content on different channels is not a new idea. Most companies have started a content marketing program creating and distributing content in various formats across a variety of platforms. Often, these are disparate, uncoordinated efforts.

Take your customer engagement strategy to the next level by leveraging persona development, your buyer journey, your knowledge of your target audience and where they hang out (channels), and their recent behavioral data to create an aligned user experience through all relevant channels. Doing this moves you from multi-channel content distribution to Omni-Channel engagement. Omni-Channel marketing allows your customer to stay in charge of their buyer journey, engage with you through the channels they want, all while challenging you to provide them with the right content they need along the way.

The Pedowitz Group (TPG) has a team of Demand Generation experts who work alongside you to develop buyer personas, map out your buyer journey, and create a content marketing strategy that incorporates it all.

A successful Omni-Channel approach will map out the content type and content channel associated for each stage of the buyer journey. Keep in mind, that each of your buyer personas may have their own unique buyer journey. It is critical to map out this process for each persona you want to target.

TPG can help you develop your personas, buyer journey, content marketing strategy, and help you design Omni-Channel customer engagement programs and campaigns to ensure you are driving the most engagement, and meeting prospects in the channels they prefer.

In Part 3 of the Center of Excellence White Paper you will learn the following about the Demand Generation Group:

Typical charter of a Demand Generation Group
Demand Generation organizational structure including key groups such as Campaign Management
Roles, necessary skill-sets and responsibilities for key group members
Benefits of an effective Demand Generation Group

Learn More

Omni-Channel Engagement

Moving From Multi Channel To Omni-Channel

White Paper: Revenue Marketing Center of Excellence – Demand Generation Group

Omni-Channel Engagement

Moving From Multi Channel To Omni-Channel

White Paper: Revenue Marketing Center of Excellence – Demand Generation Group

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