You’ve decided to redecorate your living room. The sofa is creaky, the rug is stained and worn, and the curtains are faded. You start browsing the websites of some of your favorite furniture and department stores using your smartphone.
The customer journey is made up of the stages of interactions between your brand and the customer. Increasingly, the customer journey has become omnichannel, with customers moving between devices as they research products and services.
The rise of mobile has changed the face of marketing. Consumers increasingly use mobile to evaluate products and services and make purchasing decisions. An additional challenge has emerged to complicate the marketing landscape. Customers aren’t just using one type of device to make transactions.
As we head into the fourth quarter, marketers are (or should be) in full-on planning mode for 2016. This is where the rubber meets the road for questions of performance and ROI. And it looks like marketers are continuing to think outside the box when it comes to their projections and investments, which is fine as long as they’re not overlooking the basics.
According to a breakdown of Duke University’s recent CMO Survey, CMOs are expected to increase spending on social, mobile and analytics, despite difficulties in identifying ROI in those areas. Why is this?
The biggest problem with omnichannel marketing is the gulf between how many marketers think they’re doing it and the number of consumers experiencing it. As consumer expectations continue to increase around the integration of technology in the shopping experience, is your omnichannel strategy getting attention for the right reasons?
We live in a multi-channel world. Consumers not only use more than one channel to make a purchase, they often use those channels simultaneously (checking online prices in stores, watching TV while browsing on their laptops) There are many factors that affect the quality of the cross channel experience. Externally, messaging, visuals, and functionality are all critical while internally marketers need to button up things like offer optimization, attribution modeling, and analytics.