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BizReport : Advertising archives : July 16, 2014


The 3 questions that should guide omnichannel paths

Channels are irrelevant to a growing number of online consumers. That is the takeaway from a new SDL report, in which researchers found more than half (58%) of Millennials 'will engage' with brands at the time and on the device of their choosing.

by Kristina Knight

According to a new SDL report Millennials consumers are 'touching' their mobile devices more than 40 times in a day while one-third say they 'touch' at least 4 devices in any 24 hour period. This is why SDL experts are advising brands to ditch channel-based marketing and instead focus on their core consumers - where they are, what they want and how they react to ads, content and social media.

"Consumers have drastically changed the way they engage and interact with companies, altering expectations and making it imperative for brands to quickly adapt," said Paige O'Neill, chief marketing officer at SDL. "To keep pace, marketers should focus on the experiences customers want throughout the customer journey, and adjust company strategies to coincide. If you change the way you engage customers on one channel, it may only be one step in an overall strategy. It is vital for organizations to ensure channels are so connected that they become irrelevant, placing the focus on delivering true omnichannel engagement."

SDL says there are three questions brands should ask that should guide their non-channel based engagements:

• Are you tracking where and how customers interact with brand? - If not, they say, you should begin.
• Is your customer experience consistent across screens and channels? - If not, find ways to make that experience consistent.
• How can brands connect internal silos to engage that critical data? - This means leveraging data and staying up to date with emerging channels.






Image via Shutterstock

Tags: advertising, channel based marketing, omnichannel ads, SDL








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