| | MAY 20218CIOReviewCustomer behaviors have been evolving for quite some time, and the utilization of "digital" has been accelerated by the pandemic. Even though digital channels have enabled the health care industry many 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 experience that's designed to deliver the right message, at the right time, through whatever channel our customers prefer. In other words, customer centricity is the key when building an Omni-Channel game plan.So, what exactly is Omni-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.USING OMNI-CHANNEL MARKETING TO DRIVE YOUR CUSTOMER CENTRIC MINDSETBy Ray Gomez, Head, Worldwide Digital Marketing - Channel & Content Strategy at BDIN MY OPINION
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