Omnichannel Experience

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Basics and Requirements
Basics and Requirements

Knowing your visitors across all channels.

Knowing your visitors across all channels.

Dhairya Gabhawala

Background

In last few years, there is major shift in marketing technologies and strategies employed by marketers across industries. In past, direct mail, email blasts and text messaging were powerful means of contacts. However, with the influx of devices and accessibility of all - brands and content on all networks, has made it vital to not only leverage all networks but link those experiences to build a customer journey that is impactful at all touchpoints.

Concepts you need to know

What is optimization?

Optimization is the process of testing and improving consumer experience on your digital properties. Often called A/B/N testing leveraging Optimization Platforms such as Adobe Target, Google Optimize, etc.

What is personalization?

Personalization is a data driven experience strategy to improve relevance of your digital content and media for your consumers. This will increase engagement and potentially leads.

What's next?

Omnichannel marketing is an approach of delivering a consistent message to consumers across all channels and at all brand touchpoints. This approach requires an integrated ecosystem of marketing and analytics platforms that will aid in:

Data Collection and Analysis,

Audience Identification and Segmentation, and

Orchestration capabilities for all major marketing channels - social, display, paid, and media.

It will also require access to a content delivery platform that will aid in serving multitude of impactful experiences to diverse audience segments.

What would it take?

Development and maintenance of an omnichannel experience program requires specialized resources and platforms. All of which comes with a price tag, which often begs the question...

Why this approach?

Because the possibilities unlocked by this approach are endless. We are in a market where touchpoints and screens are increasing more rapidly than ever imagined. No one will ever want their experience to be random, redundant or inconsistent. The investment you make today will set the stage for the future of marketing at your organization.

Platforms

Tag Management Platform

Tag Management Platform is designed to configure and deploy scripts, triggered by various events by the browser as well as your digital property. It is integral in deploying analytics, experience orchestration platform as well as any other data collection mechanism. Some of the popular platforms are Google Tag Manager and Adobe Launch (prior DTM).

Analytics Platform

Analytics Platform is designed to collect user behavior data tracked by tags implementation. It allows for analysis of the user engagement data to derive business learnings from it. Some of the popular platforms are Google Analytics and Adobe Analytics.

Data Management Platform

Data Management Platform is designed to build user profiles by collecting data from all engagement sources - online and offline, and stitching it together via a shared ID. This provides a holistic view of user actions better informing what phase of the conversion funnel they are in. Frequency, quality and medium of engagement can help better understand user preferences as well. Many more insights can be derived and strategies can be devised from DMP depending on the dataset. In addition to first party data, 3rd party data can also be purchased to enhance the known information about a visitor based on a globally unique identifier such as email address, etc. One of the most popular DMP is Adobe Audience Manager.

Digital Assets Management Platform

Digital Assets Management Platform is designed to house multitude of content resources for your organization. It will house all your marketing and digital creatives as well as image assets and text connect related to it in one place. This will act as the centralized source for all content to avoid duplication and reduce maintenance dependencies. This platform has integrations in your experience and marketing orchestration platform, and potentially your CMS. Some of the options for DAM are Adobe Experience Manager, AWS S3 with a custom system in foreground, etc.

Experience Orchestration Platform

Experience Orchestration Platform is designed to provide ability to create rules based activities to be delivered to specific audiences. These activities are designed to serve content accessed from the DAM or manually added to the platform which will augment the user experience on your digital properties. Some of the options are Adobe Target, Google Optimize, and Optimizely.

Marketing Orchestration Platform

Marketing Orchestration Platform is designed to integrate with all major social networks and paid search, display, and media vendors, to provide marketers a centralized location to create and manage all their marketing efforts. One of the option is Adobe Campaign.

Resources

An omnichannel marketing team includes a lot of different skillsets. The traditional marketing teams can still constitute this team, just need to approach it from a holistic experience perspective instead of a siloed view.

*Level of seniority, experience and size of a team is contextual.

Business Strategy Lead

Business Strategy Lead works with the leadership team keeping in mind the values and principles the brand stands for, to build messaging and marketing initiatives. Business objectives are usually recalibrated every quarter to ensure relevance.

Project Coordinator

Project Coordinator oversees all operations and works along side Business Strategy Lead to build project plans and ensures team alliance with timeline and direction of efforts. They also facilitate alignment and to ensure new campaigns and efforts are shared across various teams for a true omnichannel experience.

Paid Media Marketing Team

Paid Media Marketing Team consists of media experts who work with the content and creative team to produce assets for marketing on display and video networks such as Youtube, Google Display, etc. They build, activate and analyze ongoing efforts in paid media marketing.

Paid Social Marketing Team

Paid Social Marketing Team consists of social media experts who work with content and creative team to produce assets for marketing on social networks such as Facebook, Twitter, LinkedIn, Instagram, music and video streaming networks such as Spotify, Hulu, etc. They build, activate and analyze ongoing efforts in paid social marketing.

Paid Search Marketing Team

Paid Search Marketing Team consists of search experts who work closely with SEO team to coordinate efforts to reap the benefits of the organic ranking and keyword targeting of the relevant landing pages. They also work with content team to craft consistent and relevant content for search ads, identify link extensions, etc for search campaigns. They build, activate and analyze ongoing efforts in paid search marketing.

Technology Team

Technology Team consists of web developers, database experts and quality assurance engineers. Technology team helps in building web and mobile experiences, as well as kiosks, POS's and any other touchpoints available for a brand. They help consolidate all the data and organize it in a way that can be leveraged by various orchestration systems to drive targeted experiences. They are also responsible for working with stakeholders to validate and feature test the targeted experiences prior to releasing them.

Audience Management Team

Audience Management Team works closely with the technology team to build audiences that can be leveraged by various orchestration systems to drive targeted experiences. They strategize and guide the consolidation efforts of 1st Party and 3rd Party data to better inform based on visitor actions on and off your digital properties.

Analytics Team

Analytics Team consists of analytics architect and business analyst. Analytics architect works with the stakeholders to define the Key Performance Indicators (KPIs) and devise a measurement strategy that will address the KPIs in addition to various customer engagement metrics. Measurement strategy is then implemented and validated by the technology team. Business Analyst is responsible for on-going analysis of the engagement data collected to better refine future efforts. Business Analyst is responsible for creating a story around the analysis of the collected data and help business strategist identify pain points to better tailor experience in future.

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Strategic Approach →⁠

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Basics and RequirementsBasics and Requirements