Omnichannel Personalization
Use personalized experiences to improve the user experience across every touchpoint.
Increase conversion rates, build loyalty, and improve customer engagement with an
always-on omnichannel personalization
strategy
An omnichannel approach to personalization helps improve the customer journey, reduces churn, and elevates your brand’s reputation. Listening to customers’ needs and responding appropriately leads to improved customer satisfaction and customer loyalty, while increasing customer lifetime value.
Exceed customer expectations
Improve customer interactions in real-time by enhancing personalization efforts that create a seamless experience across digital touchpoints.
Activate artificial intelligence
Take advantage of machine learning and artificial intelligence technologies to activate customer data more efficiently and accurately throughout a digital marketing organization.
Improve decision-making
Leverage real-time data to deliver multichannel contextual experiences that convert, loyalty programs that build trust, and recommendations that increase value.
Frequently asked questions
Omnichannel personalization is a powerful marketing strategy that can deliver a robust and seamless customer experience. It can help redefine customer journeys and execute on customer expectations to build loyalty and improve web traffic and conversion.
The 4 C's of omnichannel are customer, context, content, and collaboration.
Treating customers as people rather than segments means, in part, acknowledging that each visitor has unique needs. By offering the right content to the right person at the exact moment they are looking for it, brands can create deeper relationships with their customers. Omnichannel personalization also offers opportunities to address pain points immediately to ensure customer expectations are not just met but exceeded.
The first step in bringing any omnichannel experience to life is mapping the customer journey and exploring customer behavior. Understand who your customers are, what digital channels, mobile apps, and social media platforms they are using to interact with you, and what problems they are trying to solve. Be sure to differentiate between new customers and the existing customer base in this step as they will have different, unique needs. Customer acquisition and customer retention should have different customer profiles and marketing campaigns. The next step is defining your omnichannel strategy - understand where you are going to target your customers, how you are going to improve their experience, and what resources you will need to bring the strategy to life. You will then need to integrate this plan with your omnichannel marketing strategy.
Identify what personalization and automation tools you have in your tech stack and where the gaps are in facilitating cross-channel communication before moving forward. You may find that a customer data platform (CDP) or similar technology is needed to create the consistent experience you want to deliver. Make sure that you are measuring performance from the very beginning, and that you have defined what success will look like at each stage of implementation and attached the correct metrics to those benchmarks. Democratizing your data across your marketing teams will help drive improvements and avoid data silos.
Artificial intelligence technologies can help identify specific audience segments as well as suggest what types of content might appeal to those visitors. Understanding the specific use cases where AI can provide measurable impact can help brands decide which approach to take - auto-personalization, for example, is one aspect of AI that can simplify the data-heavy tasks so marketers can focus on strategy and content creation.