People often think of omnichannel as being about selecting the right blend of channels for delivering products and service, says Keith Brannan, CMO for Austin, Texas-based Kasasa. In action, omnichannel is also about selecting the right channels for delivering your brand messages.
“But don’t pick your channels first,” advises Brannan. “Instead, pick how the consumer wants to be in contact with you. For most, it’s mobile, now viewed as a commoditized function by the consumer.”
A strong omnichannel presence allows you to offer a continuous stream of relevant products when the consumer needs them—and to get your brand out there effectively.
“The goal is to grab people’s attention with comprehensive, consumer research-based messaging,” explains Brannan. “This makes it easy for people to learn about who you are, what you’re about, and what you can do for them. These messages, when delivered effectively, compel people to action in a way that provides member value.”
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