Omnichannel Experience for Smart Marketing

Consumer habits have, over time, been influencing the way brands communicate. Initially the interaction between the brand and the customer was made through a single point of contact – in the store; in the studio; at the hotel… designed by Single Channel strategy, was based on the optimization of results in the direct relationship with the customer. The sophistication of the markets and the massification of the offer went hand in hand with the development of the media and their communication channels: press, cinema, radio, tv, outdoor… allowing companies to create new contact points for their brands. With the advent of the internet and the evolution of information technologies, more channels have joined and the mix of offline and online channels, with points of sale or service as well as contact centers has become part of the offer, diversifying and improving the consumer experience.

And with new points of contact, companies have defined new business models, better suited to each channel and the market. From a Single Channel strategy, where there was only one point of contact, it evolved into a multichannel strategy: multiple channels - either selling or communicating. These strategies have proven to be more attractive and appealing, conveying modernity and greater diversity in the product / service approach!

The digitization of societies has led to a huge change in consumer habits and in 2 generations the world of market relations has radically changed. The steadily increasing preference for buying and searching for online information, dictated by the consumer, made the Multichannel model quickly become too simplistic. With so much information available, enthusiasm has grown in companies to create strategies that link different channels. Thus, channel complementarity would reward marketing efforts and, at the same time, more closely accompany consumers on their shopping funnel journey. This concept of presence in complementary channels led to a new type of strategy, called Crosschannel.

As they developed Crosschannel, companies began to realize the limitations of communication channels living in isolation, leading to very different experiences within the same brand. In addition, as new generations enter the market, the pressure of the "here and now" and the demand for "me" knowledge has pushed brands to the need to instantly integrate the information generated across channels, where social networks have taken a leading role. Only in this way could they meet these high expectations of their customers. To this end, technology allied with marketing, and solutions began to emerge to automatically do what was humanly impossible - cross-check and secure the information in order to be updated at any time, regardless of the channel that collected it. It began thus to define omnichannel strategies - are no longer the channels that make the experience, but the experience is the result of the combination of multiple channels.

We now have a 1st level of relevance - the overall brand experience; - and a 2nd level: the channel where it unfolds. The most effective Omnichannel strategy will then be one that can optimize the performance of each channel, crossing relevance with convenience. And always keeping in mind that it is the best experience in your brand's omnichannel relationship with your customer that will lead you to success in the medium and long term!