ComScore recently reported that 67 percent of consumers start shopping on one device, but complete the purchase elsewhere. In another survey conducted by TapAd and Forrester, more than 70 percent of consumers reported using three or more devices during their purchase journey.
In a world where consumers have so many choices and access to endless information, marketers must organize brand experiences so that they are tailored to the omnichannel customer.
Rome Wasn't Built in a Day
Most retailers have taken the first steps towards omnichannel marketing by implementing digital strategies alongside more traditional forms of selling products and reaching audiences. But before marketers can begin to address big hurdles such as cross device brand experiences, personal marketing and ensuring information related to inventory and products are relevant and updated in real time, they must ensure that their multichannel strategy is sound and in place.
Multichannel marketing can serve as the foundation for taking your brand omnichannel, but using so many channels in unison effectively is a tough nut to crack. Most retailers simply don’t have the software and data infrastructure to power awareness across channels in a manner where nearly every consumer touch point connects to another. It’s best to start small and evolve your marketing to be omnichannel over time.
Build a Digital Foundation
Digital is the channel in which retailers engage and remain connected with consumers, so your online storefront -- be it mobile web or website -- should be optimized. This includes testing the conversion path, optimizing landing pages and creating a social strategy that supports traffic and engagement to these environments.
Once your landing pages are in place, start with search engine marketing. GE Capital Retail Bank’s second annual Major Purchase Shopper Study showed that 81 percent of consumers go online before making a purchase. Judging from my own experience, consumers are asking marketers to respond to their searches.
Search strategies can help drive more visits to your website or store and influence consumers at the beginning of their purchasing cycle. While many tend to consider organic search before paid search, they significantly affect one another and should go hand in hand.
Activate Display Advertising with Intent Data
If consumers are searching for your product and visiting your website, use those website visits and your entire CRM database to kick-start your retargeting efforts. Site retargeting enables brands to re-approach customers by reaching them with ads related to their on-site behaviors.