1. Strained Resources
2. Poor Personalization
For example, offering incentives such as loyalty points or coupon codes in exchange for participation in questionnaires or surveys is an excellent way to gather valuable first-person data. In fact, according to a recent survey, half of consumers say they’re willing to share personal info in exchange for perks such as free shipping, rewards points, or discounts and coupons codes.
3. Scaling Creative
4. Disconnected Customer Journeys
Take Starbucks, for example. The coffee giant’s rewards program kills it when it comes to customer engagement, due in large part to its masterful leveraging of omnichannel marketing. Whether program members decide to buy their java by app, online, or in-store, they’re able to access their rewards points and have updates to their accounts made in real-time across all channels. At the same time, the app streamlines the buying experience by connecting mobile and in-store experiences, allowing customers to place their orders ahead of time so they can bypass the line when they arrive at the store.
If putting together an omnichannel marketing strategy for your brand seems daunting, it’s important to remember that it’s not really about the number of channels you utilize. Rather, it’s about honing in on the platforms most important to your target audience and keeping the content relevant to each channel. As with personalization, you need robust data resources to do this effectively. The best way to start is to evaluate your channels by digging into behavioral data and determining where you should be focusing your efforts.