Brands tasked on omnichannel marketing investments

ANenterprise marketing technology company, Terragon, has tasked brands with more investments in omnichannel marketing strategy, saying it is a sure way to hold their customers in today’s dynamic market.

Chief Executive Officer of the company, Elo Umeh, in a chat with newsmen recently, advised brands to adopt an omnichannel strategy if they must continue to deliver topnotch customer experience.

Terragon employs the use of data and analytics to help companies connect at scale to their customers.

Omni- channel marketing strategy is a customer service approach that offers integrated engagement to a customer’s multi- channel activities.

The approach, according to Umeh, becomes necessary now that technology advances, and appears to have integrated more into people’s daily lives.

His opinion is that as the lines between what people do online and in real life begin to blur, and as people change their behaviors, businesses will need to react accordingly.

He said: “In the past, brands could easily define the message and pre- determine the pathway of the customer’s journey. However, with consumers’ embrace of multiple devices like mobile, email, web, POS, among others, as interaction points, the journey is now multi- dimensional, across multiple platforms. This means that customers can appear at any time online or offline. The reality is that the path to conversion is now completely owned by the customer.”

Umeh further explained that amidst the multiplicity of devices and platforms, the consumer also wants a seamless personalized experience across all platforms and devices.

For him, today’s consumer doesn’t want to interact with an Advert through SMS and still gets bombarded with that same Advert when he logs into his Facebook account on the web.