We all wish marketing was simple. I’m asked again and again, “What is the one thing that will make our marketing more successful?” In today’s fragmented media world, there is no “one thing.” What’s the one college class that will make you smarter? What’s the one drug that will cure all my ills? What’s the one food that will make me healthy? Why does it have to be diet and exercise, can’t I just do one?
We are finding with more and more data, that people are omni-shoppers who research products online, but then go to the store to buy them. It’s not just Amazon. They are also people who visit multiple websites and then visit the same websites multiple times to find the information and answers they want. This idea is leading to more omni-channel marketing efforts. Hubspot defines the omni-channel experience as “a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.”
If you want to see omni-channel experiences at work, study Disney or Starbucks. You’ll find seamless integration from mobile to web to print to in-store marketing.
Recent research from Criteo also found that in order to optimize your conversions in the omni-channel world you should start with your the big Vs of marketing–your visuals and video. Nearly 90% of shoppers said appealing photos can sway decisions while 77% say video can do the job. Strong visuals, compelling video and short, meaningful words will make all the difference in the omni-channel world facing us all.