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How can you master omnichannel campaign management?

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Omnichannel campaign management is the art and science of delivering a consistent and personalized customer experience across multiple channels, devices, and touchpoints. It's not just about sending the same message to different platforms, but about creating a seamless and relevant journey that adapts to the customer's preferences, behavior, and context. Omnichannel campaign management can help you boost customer loyalty, retention, and revenue, but it also poses some challenges and requires some skills. Here are some tips on how to master omnichannel campaign management.

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Vivette Bradley

Must love people (dogs are good too)!
Alston D'Souza

Senior CRM Automation Manager - Loyalty Promotions at Global Hotel Alliance

1 Define your goals and metrics

Before you launch any omnichannel campaign, you need to have a clear vision of what you want to achieve and how you will measure it. You should align your goals with your business objectives, your customer segments, and your value proposition. You should also define the key performance indicators (KPIs) that will help you track and optimize your campaign performance. For example, you might want to measure customer satisfaction, engagement, conversion, retention, or lifetime value.

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Vivette Bradley

Must love people (dogs are good too)!
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One thing I've found helpful is asking customers the questions. How do they prefer to be communicated with? Do they prefer email? Do they prefer Facebook? Instagram? YouTube videos? A focus group is an authentic way to find out how customers view a brand and how they prefer to receive promotions and what best triggers dialogue with them.

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2 Map your customer journey

To create a successful omnichannel campaign, you need to understand your customer journey from start to finish. You should identify the different stages, channels, touchpoints, and actions that your customers go through before, during, and after making a purchase. You should also analyze the pain points, needs, and motivations of your customers at each stage, and how they differ across segments and personas. By mapping your customer journey, you can design a more relevant and personalized omnichannel campaign that meets your customers' expectations and delivers value.

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Vivette Bradley

Must love people (dogs are good too)!
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One of the most reliable ways to understand your customers' behaviour is website heat mapping. You can pinpoint any customer stress points on your website as well as which products or information is delivering successfully.

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adrian pratama

Principal CSM, Enterprise @ Braze
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When it comes to selecting the right channel, its important to understand that users behave very differently in each market. In non-western countries for example, email is not seen as the dominant channel.

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3 Choose your channels and tools

Once you have defined your goals and mapped your customer journey, you need to choose the best channels and tools to execute your omnichannel campaign. You should consider the advantages and disadvantages of each channel, such as email, social media, web, mobile, SMS, chatbots, or voice, and how they fit your goals, audience, and budget. You should also use the right tools to manage and integrate your channels, such as a marketing automation platform, a customer relationship management (CRM) system, or an omnichannel marketing software.

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Vivette Bradley

Must love people (dogs are good too)!
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One of the hardest things for marketers to embrace is customer networking. Some businesses thrive 80% or more on this aspect of marketing more than any level of social media channel marketing. Suffice to say, marketing becomes focused on targeting professional platforms like LinkedIn. Many face to face meetings result from LinkedIn networking, especially when both parties are local and able to mutually solve problems.

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4 Create and distribute your content

The next step is to create and distribute your content across your chosen channels. You should follow the best practices for each channel, such as using catchy headlines, clear calls to action, engaging visuals, and responsive design. You should also tailor your content to your customer segments, personas, and stages, and use personalization techniques, such as dynamic content, segmentation, or triggers, to deliver the right message to the right person at the right time. You should also test and optimize your content to improve your campaign performance.

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5 Monitor and analyze your results

The final step is to monitor and analyze your results and learn from them. You should use the metrics and KPIs that you defined earlier to measure the effectiveness and efficiency of your omnichannel campaign. You should also use analytics tools, such as dashboards, reports, or attribution models, to gain insights into your customer behavior, preferences, and feedback across channels. You should also use these insights to refine and improve your omnichannel campaign strategy and tactics.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Alston D'Souza

Senior CRM Automation Manager - Loyalty Promotions at Global Hotel Alliance
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These factors play a pivotal role in Omni channel campaign management. 1. Understanding of the product, customer & the market. 2. Clear definition of the desired Omni channel experience & the capability that needs to be created based on (1). 3. Designing & implementing the tech architecture with the flexibility to scale up and make foundational adjustments easily, eliminating band-aid fixes and their consequences. 4. Processes that churn complex data into a few practically relevant datapoints. Simplify. 5. Availability of these data points accurately & consistently across platforms. You may have a great content strategy, but without the above in place the delivery of it can be challenging. Simplification is the key

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How can you master omnichannel campaign management?

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3

4

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1 Define your goals and metrics

2 Map your customer journey

3 Choose your channels and tools

4 Create and distribute your content

5 Monitor and analyze your results

6 Here’s what else to consider

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