May 10, 2016

Moving beyond Omni-Channel Marketing to Omni-Interaction Engagement

Omni-Channel marketing is not new. For years, marketing organizations have been designing their strategy for campaigns to execute in every channel.  However there are challenges with Omni-Channel marketing that prevent organizations from truly delivering on their promise to their customers – a personalized customer experience. 

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Challenge #1: Vertically Focused Campaign Design

Organizations design campaigns focused on a product category or a line of business (LOB).  This is where mini marketing teams within the larger marketing organization develop their own strategy, then develop campaigns to execute against it.  For example, in retail there are category managers focused on marketing a specific group of products.  In healthcare, there may be a LOB model where pharmacy, clinical, and Medicare business units operate independent of each other when marketing to their members.

Challenge #2:  Single Segment, Single Offer Communication Strategy

Campaigns are developed with a single segment and offer to target across channels. Then within that segment, additional campaign “waves” are created to reach out to those that have not responded. All previous activity with the customer and the activity post campaign are not connected as part of the communication strategy, which may not be relevant.

Challenge #3: Campaigns Designed for Single Channels

Another common design is campaigns developed separately for each marketing channel. Typically, each channel is owned by a different person within the organization.  A very common example of this is between digital (web) and direct channels. Unfortunately, this model does not create an Omni-Channel experience.

These challenges create barriers towards becoming more customer-centric and personalized with our communications.  The marketing organization must leave traditional marketing approaches behind, including Omni-Channel, and shift to building around customer journeys and interactions that are focused on driving the experience.  Covalent Marketing calls this “Omni-Interaction Engagement” (OIE) and is defined as follows:

“Omni-interaction Engagement (OIE) is the management of marketing, sales, and service communications that are based on supporting a customer’s experience that extends beyond their direct relationship with a company and/or brand. Through the use of personas and customer journey maps, communications are built around messaging, offers, and content that support specific customer interactions rather than a singular campaign or channel.” 

With OIE, marketers can begin to transform the ways in which they communicate with their customers.  It allows the organization to think horizontally, where the focus is on the customer in their journey at that moment.  Marketers develop messaging, offers, and content to support customer behaviors for all interactions regardless of channel or device. Yet achieving OIE requires change; the organization must break down and separate the different components of their current campaigns and communication strategy.

Are you ready to take this next step in your marketing evolution?      

We will be at the IBM Amplify Conference in Tampa next week. Drop us a line and let us know if you will be there!