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Omni-Channel Marketing Automation: Path to Delivering Cohesive and Unified Customer Experiences

 

Omni-channel implies to a cross–channel content strategy that organizations have been using for years to improve their user experience. Omni channel Marketing put emphasis on the journey of the customers, and ensures that a brand is able to meet the customers at each touch point along that journey in real time. Omni-channel marketing automation simply is the act of automating this process. Rather than working independently, a variety of communication channels are involved in the process, and designed to provide a smooth, engaging and consistent experience to the customers across all the channels.

Delivering an unified customer experience 

An Omni-channel marketing strategy is meant to be interconnected, integrated and accommodating across all channels. These channels would be reflective of each other and respond to the actions of the customers in a cohesive manner, no matter which channels they use the most or have used at last.

For instance, if a customer is on a shopping spree on an ecommerce website but then abandons their cart, the mobile app of the brand will recognize this fact and carry out the next level of engagement automatically by sending a push message. Basically, omni-channel marketing automation enables customers to receive timely content in a personalized manner, based on where they exactly are in the customer journey. Its approach makes the customers feel that treated more like an actual person, rather being just a sales target.

All channels involved in an Omni-channel marketing strategy must convey its unique messaging, which is relative to the nature of the channel itself. Each message has to be consistent with the branding, to create a unified customer experience across all channels. Tools for automation meant for omini-channel marketing supports maximized engagement across all channels, including emails, WhatsApp, SMS, website, apps and more.

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