The 10 Most Advanced QA & Testing Companies of 2019 QA & Testing-compressed | страница 36

Channel Marketing Insights
Find out how
MULTICHANNEL MARKETING
is evolved to
OMNICHANNEL
T
he multiple device lifestyles have become a regular
occurrence for consumers who are living in the
dynamically changing digital age. This change has
brought enormous possibilities as well as functions and
with those of consumers’ expectations on the table.
Nowadays, it is very easy for consumers to use Amazon,
eBay, or other digital e-Commerce stores to buy products
from these portals and receive an exceptional experience.
However, most of these buyers do not know about the
precise work behind the curtains to provide these
capabilities from the e-Commerce companies.
Their proficiency has been enhanced in recent times and the
companies can efficiently forecast the position of customers
in the sales cycles. By utilizing this information, companies
can provide better offers and estimate its buyers’ behavior.
All this exercise comes under “omnichannel” experience,
which is a step forward in the marketing practices, and
accepted as the new way of practice.
Multichannel: The Start of a Consumer-Oriented Era
Since the beginning of marketing in the modern world,
consumers started to find companies by multiple channels.
Earlier accomplished by print, billboards and driven
physically, but nowadays it is attained through websites.
This provides vital information to the enterprises that the
consumers have many paths to reach. If a business does not
fulfill these multichannel requirements, then they are
creating a vast vacuum which will be filled by their rivals
and would lead to disaster for their businesses. In fact, the
digital transformation is providing more fuel to the
emergence of new platforms and devices every day.
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Therefore, it is very important for companies to utilize
analytical data to understand customer behavior and their
favorite digital platforms. With this information, enterprises
can target frequently used multiple channels and become
more visible to the customers. If customers can find their
products or services, which they like, then they will build a
connection with those products, and ultimately will lead
them to become loyal to a specific brand.
The Age of Cross-Channel Marketing
Gaining customer loyalty is important to gain momentum
and growth in the business, but it is not as easy as it looks
like. Consumers of digital age expect more from e-
Commerce enterprises. They ask for more personalized web
experiences, specifically on mobile phones. Various reports
recently provided vital data of mobile users and conveyed
that the number of smartphone users is increasing year by
year and will continue to grow further in a significant way.
It also pinpoints that smartphone users are heavily
dependent on their devices and their perception is changing
about interaction, involvement, and business.
This makes consumers more aware of what they want and
how they want it. Most of the smartphone users expect
companies to provide their services through apps. These
users choose online platforms for shopping with the help of
the benchmarks set by them. Hence, a company should be
dependable when it comes to the company’s statement,
product information, pricing, and other facts, regardless of
consumer’s attitude towards them. This is where cross
channel marketing comes into the picture.