The Covid-19 pandemic has profoundly altered consumers’ needs. Specifically, customers who once settled for basic customer service now crave brands that make them feel valued, safe, and happier. Adjusting omnichannel marketing strategies to adapt to changing needs is always important, and now it is essential for building brand preference and loyalty. Companies that instinctively pivot to “now” are thriving.
As recently featured in MarketingTech, Why it's time to tailor your omnichannel marketing strategy to fit the now, written by Bruce McMeekin, Founder and CEO of BKM Marketing, highlights four ways in which marketers can update their omnichannel strategy to meet the ever-changing needs of consumers.
Four ways marketers can update their omnichannel strategies
1. Centralize your data - B2B businesses that embrace digital transformation are up to 15% more profitable than those that don’t. Centralizing your data on one database — ideally a CRM platform like Salesforce, HubSpot, Insightly, Microsoft Dynamics 365, or Zoho, — can help you keep up.
2. Measure attribution rates - Measuring attribution can show which of your omnichannel tactics are working best along your customers’ journeys. Determining which channels or messages had the biggest influence on their decision to take the next step allows you to focus on fruitful marketing avenues.
3. Compare past sales - Comparing sales data year-over-year can help marketers understand what has changed in your sales mix to help you meet the needs of your most profitable customers as well as potential customers.
4. Anticipate future needs - The pandemic will end, and smart marketers should start preparing for this much-anticipated moment. When the time comes, anticipate what your customers will need from your business using forecasting, testing and experimentation, and social listening.
Let us know your story in the comments or, better yet, connect with us to request a free consultation with Bruce and our team to discuss your upcoming project.