Multi-Channel Marketing is no longer enough!

So you have created multiple channels to help reach customers during their purchase journey and you’re just now got the hang of it. Then you notice that it’s not as effective as you thought it would be. Email campaign metrics are starting to slide, CTR is declining on most campaigns, and your audience is migrating to only one channel. The lack of channel integration and personalized customer experience creates a disconnect and decrease of effectiveness from all of the channels you worked so hard to create.

The new question is “how do we make it more effective?” The answer is turn your multi-channel to omni-channel. Omni-channel retailers have to build strategies that will seamlessly reach shoppers wherever they are with a memorable, seamless experience at every touch point.

With the path to purchase often zigzagging across multiple channels and devices, from desktop to smartphones and tablets, e-commerce sites to mobile apps and even brick-and-mortar stores, marketers are being forced analyze, re-evaluate and adjust their marketing tactics.

The guiding principle of omni-channel marketing is that it’s shopper-based, not channel-based. This ensures…