What is multi-channel personalization?
What do we mean by “looking in all the right places?” Well, you may have poured time and resources into that marketing strategy, and that’s great – you’re ready to interact with your potential customers, convert them, and continue to delight them with your product, service, or brand. But have you focused all your marketing, sales, and service efforts on a single channel?
If you have, then tracking and enhancing your efforts would be much easier, but that’s not reality. If you don’t connect and engage with potential clients on your website, blog, Facebook, Twitter, and any other channel they might be using, you could be missing out on a large portion of them. This is multi-channel personalization – being consistent, yet personal across all channels when connecting with your target audience. It allows you to form a more prolonged and more profound connection with them.
So, what channels should you consider for delivering personalized experiences?
Most digital marketers consider the website as the main channel and personalizing your site as critical, whether you aim to sell merchandise, promote content, generate leads, or anything else.
- Web App
Marketers can personalize a logged-in environment to recognize opportunities to upsell, spot churn risks, guide users to the most relevant resources, drive them to leverage features that will help get them the most value, and more.
While email is probably the most personalized channel, consumers complain that their cluttered inboxes indicate that marketers are misfiring. Use personalization to include content updated for every recipient as they open an email and send very targeted one-off emails prompted by specific visitor actions.
As with websites, you can target diverse individuals or segments with personalized content on mobile devices; however, the smaller screen ups the importance of showing each person something relevant. This technique pertains to mobile apps and mobile websites.
Leverage your on-site search by showing visitors the most appropriate items with as little effort (and few clicks) as possible. Show search results that are sorted and selected for every person, based on their intentions and affinities.
- Digital Advertising
Maximize use of the same thorough data you use to reveal a person’s affinities and intent to deliver more targeted and relevant digital advertising throughout the internet.
Personalization also extends beyond digital channels. B2B sales teams, chat or call center agents, in-store employees, and customer success or support teams should all use in-depth data to deliver personalized human interactions.
Bottom line, anybody who has tried to reach a specific quota of customers or leads can confirm that if you only market in a single channel, you will miss out on a major share of your target audience. In fact, concentrating on a single channel can result in poor customer experiences and stop you from effectively cultivating your leads.
Matching channel with message/experience type
Using personalization means providing every visitor with tailored content that suits the context of their engagement, what they are engaged with, and the actions they have or haven’t taken. In other words, you need to consider what type of message format and experience to use across different channels. For most channels, experiences should be unobtrusive and seamless and consistent with the rest of the content (such as digital ads, search, emails). However, on mobile, websites, and web apps, interruptive messages can also be appropriate – such as callouts, info bars, and pop-ups.
Here are examples of seamless and interruptive experiences:
- Inline content – blocks of dynamic content used in a site, app, or email that appears based on the visitor’s behavior or intent (personalized).
- In-Page Edits – an experience created by swapping parts of an email, app, or web page – like images or text – with personalized and relevant content.
- Info bars – a message presented in a constant, but non-invasive header or footer bar, classically used to convey important notifications or time-sensitive info.
- Pop-ups – messages that overlay content on an app or site to interrupt the user, for example, with a lightbox, usually to trigger a vital action or to push pertinent content.
- Callouts – a message tied to small segments of content, displayed on click or hover, typically used to emphasize important features or content on an app or website to drive engagement.
From Multi- to Omni-Channel
Most businesses are investing in multi-channel personalization. They have a blog, website, Twitter, and Facebook. They connect and engage with customers on each of these platforms, and that’s excellent, however, in general, customers still lack consistent messaging and a seamless experience across each of these channels.
This is where the omnichannel experience comes into the picture. Yes, implement a multi-channel approach to selling, marketing, and serving your customers, but do so in a way that creates a cohesive and integrated customer experience regardless of where or how a customer reaches out. In other words, whether a customer is shopping by telephone, at a brick-and-mortar store, or online from a handheld or desktop, their experience should be smooth, integrated, and seamless.
Omni-channel marketing effortlessly assimilates different communication channels used to communicate with customers. It allows companies to use customers’ interests and perspectives to enhance the constancy and effectiveness of their marketing messages.
Takeaway? Engage directly with customers in a seamless manner — no matter what they’re doing, where they are, or what device they’re using.