| | DECEMBER 20208CIOReviewBy Ray Gomez, Head, Worldwide Digital Marketing - Channel & Content Strategy at BDUSING OMNI-CHANNEL MARKETING TO DRIVE YOUR CUSTOMER CENTRIC MINDSETCustomerbehaviors havebeen evolving for quite some time, and the utilization of "digital" has been accelerated by the pandemic. Even though digital channels haveenabled the health care industrymany opportunities to engage remotely, it also can create many challenges if we are not in tune with our customers ever-changing needs.Companies such as Nike, Starbucks and Apple, have mastered Omni-Channel Marketing by catering to their customer's "always on" expectations, and utilize different channels to engage with them, such as: mobile, web, social, retail and videos, to name a few.To remain competitive, we need to evolve our marketing and sales strategies to be customer-centric, ensuring an orchestrated customer experiencethat's designed to deliver the right message, at the right time, through whatever channel our customers prefer. In other words, customer centricity is key when building an Omni-Channel game plan.So, what exactly isOmni-Channel Marketing? Omni-Channel is a fully integrated and seamless buying experience with a brand across all channels and devices.The big difference here is that we are meeting our customers on their preferred channel. Even though in today's day and age it's most digital, a true Omni-Channel experience is the convergence of non-personal promotional channel (digital) as well as personal promotion (face-to-face).When carefully orchestrated, our campaigns will: drive more impact, increase frequency and expand reach with customers that we may not have access to today.Developing an Omni-Channel GameplanStep 1 - Generating insightsGreat campaigns start with knowing your customer as well as their preferences. When gathering insights make sure to have clear business imperatives, customer segmentation, personas, competition insights as well as the desired behavior that you would like to impact. Also, what's the value proposition that will make your product or servicestand out from the competition? Once you know as much about your customer as possible, then you will be able to begin to realize what your leakage and/or leverage points are. These insights will be the foundation of your Omni-Channel strategy.Step 2 - Building a winning strategySuccinct messaging: As you start to formulate your campaign, this is when you will craft a clear message that will cut through the clutter and get your customer's attention. The message needs to be memorable and have clear focus areas that will address IN MY OPINION
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