{"id":22636,"date":"2023-12-15T14:36:49","date_gmt":"2022-12-06T19:15:00","guid":{"rendered":"https:\/\/www.bloomreach.com\/library\/how-to-get-started-with-omnichannel-marketing-automation"},"modified":"2024-09-17T10:17:30","modified_gmt":"2024-09-17T10:17:30","slug":"create-your-own-fully-automated-omni-channel-customer-experience","status":"publish","type":"library","link":"https:\/\/www.bloomreach.com\/en\/blog\/create-your-own-fully-automated-omni-channel-customer-experience","title":{"rendered":"How To Get Started With Omnichannel Marketing Automation"},"content":{"rendered":"

Customers want personalized interactions with your brand, and they want it on whichever channel is most convenient at the moment. In response, companies are investing in omnichannel marketing automation.<\/strong> By finding the right marketing automation tools, they can connect with potential and current customers and lead them to the next stage of the buying journey.<\/p>\n

Read on to learn more about bringing automation to your omnichannel marketing strategy. <\/p>\n

Shifting to a Customer-centric Model<\/h2>\n

As customer relationship managers, you can no longer think that everything revolves around individual channels. Customers interact with brands on various channels now, and you\u2019ll find that your business model becomes much simpler and more effective when the right subject (aka customer) is placed in the center.<\/p>\n

The key to making a fully customer-centric model possible is a single customer view<\/a> (SCV): a collection of individual customer profiles that act as a central data hub for all customer information. A true SCV database is scalable, flexible, and updated in real time; the customer data is always current, regardless of what channel (or channels) the customer uses. Beyond up-to-date communication, you can use the data to track customer behavior (purchase history, site activity, product interests) across every channel, using it to create highly detailed customer segments and campaigns.<\/p>\n

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Having a single customer view in place is crucial in driving customer engagement and online purchases.<\/p>\n

The Importance of Omnichannel Marketing<\/h2>\n

Next, we need to consider why omnichannel marketing matters. Omnichannel commerce<\/a> is all about providing relevant, seamless customer experiences \u2014 whether the customer\u2019s on a laptop, mobile phone, or in a physical store. What\u2019s more, it\u2019s called \u201comnichannel\u201d for a reason \u2014 unlike multichannel marketing, an omnichannel approach connects all channels (instead of just some of them). <\/p>\n

The last thing modern shoppers want is to have to jump through hoops to find what they want or complete a purchase. With so many options at their fingertips, your customers will simply go to a competitor if they don\u2019t feel like they\u2019re getting a great experience. So, being able to deliver personalized messaging to any channel and at any point in the customer journey is how you\u2019ll create loyal customers that stick with your brand for years to come. <\/p>\n

But with so many different channels to work with, how can you scale up your omnichannel strategy to reach all your customers everywhere? That\u2019s where automation comes in. <\/p>\n

Setting the Scene for Automation<\/h2>\n

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\nAutomation can take your customer relationships to new heights. Using SCV-enabled software, it\u2019s possible to track behavior and deliver the right messages to your target audience at just the right time. Unfortunately, many companies are either unaware of the benefits of automation software, are unable to organize their data well enough to use it, or are unable to commit to the investment in such software. Fully customer-centric automation is the gold standard, but we will also discuss alternative options in this piece.<\/p>\n

This article will focus on common scenarios companies face, comparing the possible solutions across three levels of investment in automation:<\/p>\n