club catalyst. Consumer at centre of action

Like many marketers, we all have wondered in the last few years whether omni-channel marketing is just another marketing buzzword which will vanish soon. Even if the actual word may have become a buzzword, the reason for this discussion is because we are seeing a distinct shift in the nature of marketing today.

The first key shift is how our consumers have changed. We are seeing that consumers are not taking a straightforward path to purchase but a convoluted route. Which means, as marketers we are managing a far more complex and multi-dimensional consumer touch-point universe.

This has forced us as marketers to fast move away from ‘one-message fits all’ advertisements to personalised communication and experiences for consumers. Brands are gearing up to speak with consumers based on near individual preferences and behaviour, rather than bucketing consumers into broad segments. And the power of omnipresent data is making this possible.

The second shift is the gaining attention that customer experience is getting from C-Level executives to how the very definition of success of marketing functions is changing.

According to an Economist Intelligence Unit Survey in 2014, 97 per cent of CEOs surveyed felt that delivering a superior customer experience is essential to the success of their businesses. When also asked, in 3-5 years, who in the organisation will be leading change on customer experience, 50 per cent of respondents think it will be the marketing department.

Add to this, observations from a Forrester report about the convergence of brand, customer experience and marketing — both in terms of C level roles and the changing face of brand management to brand experiences.

Customer twists and turns But, to own customer experience and create seamless brand experiences, marketers need to think about marketing differently. They need to see things from the eyes of the consumer, consider every touch point, in any given order the consumer chooses and put the payoff for consumer as the lead key performance indicator (KPI), which eventually drives business.

Therefore, this movement of marketing from being about limited period campaigns to one consistent and continuous brand experience is at the core of omni-channel marketing.

But, before we talk of how we can work towards truly excellent omni-channel marketing, let’s also establish what omni-channel marketing is not. It is not multi-channel marketing, even though they sound similar. And why is that, you may ask.

The key point of differentiation is the perspective from which we view the seamless brand experience. Multi-channel marketing is essentially an operational view, talking to how brands will operationalise customer transactions at every point of interaction, whereas omni-channel takes a completely consumer-centred view of all marketing.

It begins from the understanding that consumers will no longer follow a set route across channels or devices when interacting with the brand. And therefore, orchestrates an experience as seen from the eyes of the consumer, to build a consumer experience which is seamless, consistent and fully integrated. This experience allows for consumer handoffs with least effort for consumer.

Now, for a few things which no marketer can afford to ignore when thinking or developing an omni-channel marketing approach.

Consumer perspective Get a clear view of your experience as seen by your consumer. Not just by asking them or observing them, but putting yourself through the experience as a consumer. Do this and do this often, so apparent misses in your own design of the experience will show up. If it annoys you, if it’s too hard, if it doesn’t add up, then you know, first-hand, how your consumer feels.

Data-driven personalisation The only way to deliver an experience that works for the almost unique journey of consumers is to know enough about each of them.

Measure everything, collect all permissible data points, and at every single brand touch point. This is your only route to a single, rich, individual view of consumers. And then personalise the experience to this individual, not just to vague groups of consumer types.

Continuous support Also, use this data to be there with a helping hand to consumers at various stages of their journey. Listen to what they say to you and about you at various touch points. Then provide relevant and timely input, whether it be in the form of content, customer support or post-purchase help.

Carpe diem!

TRIPTI LOCHAN, CHIEF EXECUTIVE OFFICER, VML

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