1) Ensure your customer data is correct and up to date
Recency of data is of the utmost importance and it should be factual, not inferred if you want to ensure your communications are fully on point.
2) Make your content relevant
Ensure communications are contextually relevant in terms of both timing and messaging to optimise their impact.
3) Understand your customer journey
In omnichannel the consumer journey is no longer linear so you need an understanding of where your customers are so that you reach them in the right way.
4) Have a 360° view of your customers
Take an holistic view of your customers rather than looking at what they are doing in isolation. Only then can you make fully informed decisions about offer, messaging and timing.
5) Don’t be creepy!
Data enables us to gain a rich understanding of the people we are targeting, but be careful how you use it. The approach will depend on the brand and the product/service being promoted. A Homemover will undoubtedly be in the market for new furniture, carpets or DIY products and will be grateful for the communication. However, make sure you use your knowledge to be relevant with a tone that is not intrusive. For instance, we would never advocate saying ‘we know you are having a baby’!
Click here to read the full article, Paul Hickey from life event marketing company TwentyCi on omnichannel, published recently in Social Media Portal.
To find out more about how TwentyCi can help you prepare for some of these challenges and opportunities, including putting the consumer into context with our homemover data, please call 01908 829300 or email enquiries@twentyci.co.uk