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BEST PRACTICES & STRATEGIES

Best practices for omnichannel marketing

Kentico Xperience, an award-winning digital omnichannel experiences. Companies must in-
experience platform that combines content vest in and develop new organizational structures,
management, digital marketing and commerce, marketing initiatives, business processes, roles for
summarizes in its whitepaper, Omnichannel their employees, and technology infrastructure,
marketing for customer-driven interactions, the and in ways that will allow for fluid movement be-
challenges companies are facing when tween channels, reflecting how customers want to
determining the most effective ways to connect interact.
to customers for omnichannel marketing and • Integrate strategies from the top down. For om-
selling.
nichannel marketing to work, upper management
According to the expert, digital marketing and market- must approach it with customer focused business
ing automation technologies are needed, as well as strategies. Then, related strategies are developed
digital experience platforms that are rich in content for marketing and sales, customer service and sup-
management and commerce capabilities to keep up port, product creation, and all other customer fac-
with omnichannel and customer demands. ing functions. All marketing efforts must be inte-
grated, including digital marketing, content market-
Not to mention that collecting customer data from multi- ing, mobile, and in store experiences.
ple sources and channels, and performing then ad-
vanced analytics, require sophisticated software for • Omnichannel marketing means omnichannel
continuous processing. To no surprise, mobile devices commerce. Omnichannel marketing doesn’t suc-
are rapidly becoming a core platform for technologies ceed if there isn’t an omnichannel commerce ap-
that connect customers across many channels. proach partnered with it. Omnichannel becomes a
business model for the companies that adopt it.
Besides all that, omnichannel marketing calls for robust
cybersecurity measures to protect vital customer data • Your colleagues are very important. And that
and to earn customer trust, the whitepaper states, and means all people, not just marketing teams. Omni-
provides the following tips: channel includes all customer facing functions. For
these people to do their jobs with a strong focus on
• Focus on what it takes to deliver harmonized the customer, they need to understand the strate-

18 August 2021: Omnichannel Marketing