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Video: Marketing and Customer Experience in an Omnichannel World

Addressing the Who, What, Where, When and Why

Technology continues to bridge the offline and online world, making it easier for companies and consumers to seamlessly engage at any time and place across any device. That’s why it’s so important for brands to deliver a single, holistic approach across multiple channels. This is known as the omnichannel customer experience, and many companies are rushing to get this right. But even as companies invest heavily in technology to deliver a unified experience, so much more goes into perfecting an omnichannel approach.

“The omnichannel customer experience doesn’t start with technology,” explains Josh Mueller, Dun & Bradstreet’s former Chief Marketing Officer. “It starts with a really good marketing strategy and knowing what you’re trying to accomplish. And that needs to be driven by the data.”

Mueller believes too many marketers are focusing on the how before focusing on the who, what, when, where, and why. It’s important to get the following questions right before diving into the omnichannel customer experience:

Who are you trying to target? Are you fully confident with the way you determined this? Do you fully understand your target audience’s needs and how your company can help?

What are you trying to accomplish? Think about your business goals and how your marketing objectives ladder up to those.

When is the appropriate time to engage your audience and deliver the right message?

Why are you focusing on certain messages and tactics over others? How do you know they will resonate with your audience?

Where will it be most effective to your target audience? Understand where your prospects and customers are most likely to engage with your brand.

Mueller and Dun & Bradstreet’s  VP of Customer Analytics and Insights, Rachel Richter, sat down with industry analyst, Michael Krigsman, to discuss the importance of data and analytics in guiding the omnichannel customer experience.


Click here to read the full transcript.

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