Your Target Customers Are Everywhere, Are You?

There are many various advantages to today’s digital-first world. Your customers are everywhere and its easier for them as well as you as a brand to have instant connections with them across the multiple channels they are active on.

With every positive there comes a negative though, the drawback here can include facing challenges when it comes to creating a sense of deeper meaning through every one of these (multiple!) online interactions while maintaining an omnichannel, consistent message across these mediums.

A good omnipresent marketing strategy helps build more meaningful customer relationships in today’s crowded digital landscape.

The right method and best practices here can enable marketers to drive actual business revenue over time.

For marketers who still often face foundational challenges when it comes to driving their omnichannel goals, here are few pointers to help stay ahead of the curve:

Knowing the difference between multichannel, omnichannel and omnipresent

A multichannel marketing approach serves a slightly different purpose, this is done with the aim to use various (and the most relevant) online channels to meet your target customers. A multichannel marketing mix can comprise of different in-store, online, social, email and other touchpoints to reach customers at different stages of their buying journey.

But in many cases, these channels can be run separately, independent of each other.

An omnichannel marketing approach on the other hand serves to provide a more integrated messaging across the many channels that a brand uses to stay connected to their target audience and existing customers.

The goal in omnichannel refers to aligning marketing messaging and building unified experiences.

To take things a step further, omnipresent marketing is a concept where marketers aim to be where their customers are most active or where they prefer to be reached out to (email versus social media, for instance). Customers across different industries have a variety of buying preferences. While many millennial customers have often been known to prefer email as a place for brands to reach them, younger audiences may prefer a variety of instant channels across social media.

An omnipresent marketing approach can help drive deeper personalization and improve the overall customer experience.

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Common Customer Expectations To Understand in Omnipresent Marketing

Your target audience today is in all likelihood a digital-first prospect or customer. The only variation among them lies in which channels they are most active on and which channels they prefer the brands they interact with regularly to reach them.

Knowing that your prospect and customer is ‘’always-on’’ eventually means that:

• -Brand marketers need to reduce silos among their internal teams to strive for a more unified and meaningful omnichannel-backed omnipresent marketing
• -Brand marketers have to build integrated systems that showcase a unified database to understand more on which accounts sales teams are chasing, which existing customers the customer support or customer success teams are talking to and why while collating data on which accounts and profiles the central marketing teams are nurturing to handover to sales eventually

A unified view of the prospect allows these teams to stay on the same page, avoid discrepancies in campaigns while ensuring more impactful messaging is used to drive purchase decisions.

But in most cases, teams face challenges when it comes to collating data, cleaning their data, mapping the customer journey and ensuring all of the above fits their general marketing cadence.

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A Few Things That Can Help

Data is meant to drive every modern-day marketing goal. Actionable data and customer insights allow brands to personalize messaging and tailor-make campaigns to suit individual customers.

A data driven approach can lead to better engagement and ROI.

Some of the martech and additional tools that can help push this experience further include:

Web and and similar analytics systems: using recommendations and personalization to suggest new products and services based on a customer’s past buying behavior and interest helps drive the customer journey. For marketers in B2B tech, using email analytics, history of website views can provide signals on intent and interest to dovetail future campaigns.

Pulling relevant data from CRMs and CDPs: marketers and salespeople have a ton of data to look at, at any given time. Pulling data from existing systems can allow them to review where missing opportunities lie and this can fuel future campaigns with the goal to align better on them. This is where segmenting databases can come handy.

Using other social channels: A B2B tech marketer or sales person will never doubt the significance of capitalizing on a channel like LinkedIn to pursue their goals. Understanding which channel a prospect or prospects from a key target account are most active on based on their own preferences and industry can help drive omnichannel backed omnipresent marketing goals. Some B2B tech prospects who have a combination of being LinkedIn friendly but also Tweet-heavy give marketers the opportunity to also use Twitter to build a connect with them for instance. Plugging in the right tools to drive this unified vision is crucial to enhancing this part of the marketing experience.

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End Note

Your prospects are everywhere. As a brand, you need to be where they are. Understanding their online behaviors and buying habits are part of the modern-day marketing cycle, using this data to then build omnichannel backed omnipresent marketing experiences is becoming fundamental in modern-day marketing. Not only does this help drive customer-centricity, it can meet evolving needs of dynamic target customers as well.