Digital Marketing Strategy & Planning Trends

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A key trend in overall digital strategy development is the ongoing popularity of digital transformation programmes. A recent poll on a members’ webinar in digital transformation showed that a third of businesses are planning transformation within the next 12 months with a quarter already having embarked on them. This is similar to what we’ve seen in our more general surveys.

Within digital marketing strategy, there is continued interest in developing integrated digital marketing strategies across multiple channels. Digital transformation programmes are a response to the challenges of digital silos in some companies where there has been a failure to integrate digital across a company.

Instead, we recommend using a customer-centered approach to audit your approach for different personas across the lifecycle as shown below. For more details click SEO Company London.

In today’s omnichannel marketing world there are many marketing techniques across paid, owned and earned media that we advise reviewing across the customer lifecycle.

From digital marketing to multichannel to omnichannel marketing

This visual highlights a broader trend in marketing, which is the wider use of ‘omnichannel communications’ centered around the customer to describe marketing strategies outside the retail and travel sector where the omnichannel term originated.

If you’re wondering ‘why omnichannel’, Omni, based on the Latin Omnis meaning ‘all, every, the whole, of every kind’ emphasizes the importance of seeking to reach and interact with customers across touchpoints in all channels. It shows a more forensic approach to reaching target audiences, but should recognize that budget needs to be prioritized for the most effective channels.

This quote from John Bowden, Senior VP of Customer Care at Time Warner Cable explains how omnichannel strategies are more customer-centric. For more details on SEO Services visit mpculture.in

“Multichannel is an operational view – how you allow the customer to complete transactions in each channel.

Omnichannel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent.

Omnichannel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”

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