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<\/h2>\nImage source<\/span><\/i><\/a><\/p>\n <\/p>\n <\/p>\n As the contemporary consumer becomes more empowered, switched on and tuned in, it’s the responsibility of today’s brands and business to offer a seamless user experience across every marketing channel and touchpoint. \u00a0<\/span><\/p>\n At present, <\/span>72% of adults<\/span><\/a> prefer communication with companies in a digital context. Moreover, <\/span> 60% of millennials expect a consistent brand experience across all consumer touchpoints, whether in-store, online, or by phone.<\/span><\/p>\n That said, to engage your prospects on every level and at every stage of their journey, developing a cutting-edge omnichannel marketing campaign or initiative is vital. It\u2019s the way to survive, and indeed thrive, in a hyper-connected, highly competitive digital world.<\/span><\/p>\n To help you understand omnichannel marketing in a practical sense so that you can use these core principles to your advantage, we\u2019re going to explore four truly innovative campaigns and what makes them so effective.<\/span><\/p>\n But before that, let\u2019s consider what this ever-evolving marketing discipline is and what it means.<\/span><\/p>\n <\/p>\n <\/p>\n Fundamentally, omnichannel marketing is an extension or evolution of the multichannel marketing approach. While multichannel marketing is the implementation of a single strategy across a range of touchpoints from customized landing pages to social media, omnichannel marketing uses these various mediums to focus on a fully-integrated consumer experience.<\/span><\/p>\n As it’s now possible for consumers to engage with a company in a brick-and-mortar store, via a website, on a mobile application, through social media, or by using online chat services, brands must develop digital marketing campaigns that address their pain points and offer a consistent level of <\/span>customer experience<\/span><\/a> across the spectrum. To sum up, they need omnichannel marketing.<\/span><\/p>\n A particularly astute definition of the omnichannel marketing experience comes from John Bowden of Time Warner:<\/span><\/p>\n \u201cMultichannel is an operational view – how you allow the customer to complete transactions in each channel. Omnichannel, however, is viewing this experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omnichannel anticipates that customers may start at one channel and move to another as they progress to a resolution. Making these complex hand-offs between channels must be fluid for the customer. Simply put, omnichannel is multichannel done right.\u201d<\/span><\/i><\/p>\n <\/p>\n Innovative omnichannel marketing campaigns<\/b><\/p>\n It\u2019s clear that to engage your target audience in a way that will yield valuable long lasting relationships, taking an omnichannel approach is essential.<\/span><\/p>\n To put this notion into a more practical perspective, here are four innovative brands that are currently leading the way with their cohesive, forward-thinking, and evenly developed omnichannel marketing campaigns.<\/span><\/p>\n <\/p>\n Disney<\/b><\/p>\n Media mogul <\/span> Disney needs little introduction. With a successful career spanning decades, Walt Disney’s motion pictures continue to dazzle audiences today – and one of the biggest drivers of the brand’s success is its ability to adapt to change, remaining relevant and even innovative as a result. It\u2019s tourism-based omnichannel marketing experience is no exception.<\/span><\/p>\n As the anchor or lynchpin of its consumer offerings, Disney’s mobile-optimized site is responsive, intuitive, and performs just as efficiently as its desktop site with functionality that is specific to smartphone or tablet use. Along with this, Disney’s trip planning website also works seamlessly in smartphones, making it simple to conduct research and book tailored excursions while on the move.<\/span><\/p>\n What’s particularly unique about Disney Park’s omnichannel experience is that upon booking, it’s possible to use the My Disney desktop or mobile application to pre-plan the itinerary of your entire trip, from dining to queue jumper passes, with stats on each attraction from peak visiting periods to average wait times.<\/span><\/p>\n <\/p>\n https:\/\/www.youtube.com\/watch?v=ownCJSIbU9M<\/a><\/p>\n <\/p>\n Taking this concept into the physical realm, Disney\u2019s <\/span>Magic Band<\/span><\/a> sits on a visitor\u2019s wrist, acting as a customized room key, fast-track ride pass activation device, food ordering tool, photo storage facility, and more. A testament to the integrated possibilities of omnichannel marketing and how it’s possible to seamlessly bridge the gap between the digital and physical world.<\/span><\/p>\n <\/p>\n Chipotle<\/b><\/p>\n\u201cStop thinking of your customers in terms of \u201cX\u201d number of leads down the funnel. Treat them as real people and focus on personalizing each of their interactions and experiences with your brand.\u201d – Daniel Newman<\/span><\/i><\/h3>\n
What is omnichannel marketing?<\/b><\/h3>\n