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The current online consumer moves easily through the different communication channels. They have a huge amount of information at their reach, which gives them a privileged position to demand brands’ attention; an attention that must be direct and personalized.

As companies, we have to be ready to answer users’ needs in any of the contact points we have with them. It’s all about offering a pleasant experience regardless of the chosen channel. We are talking about omni-channel.

Omni-channel is all about implementing a global marketing channel that takes into consideration the different communication channels, with the purpose of offering the user a unique and pleasant experience, at the same time as a coherent and consistent brand image.

Omni channel's benefits

It improves the client’s perception and brand image. Increases campaigns’ ROI. Multiplies the capture of users for the database, which at the same time favors a better community knowledge. Helps the achievement of three basic objectives for business: capture, generate loyalty and sell.

But... Should brands be present in every single communication channel?

Being present in every contact point requires a major strategic effort which makes it important to choose the most effective digital channels for our business.

A bad choice of media implies a direct loss of time, money and opportunities.

The key lies in knowing our client well, their habits and through which channels it is that they move. We will be wherever our client is.

With regards to Digital Marketing, Internet and new technologies have opened a wide range of opportunities, but also challenges. One of the challenges is knowing how to choose.

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What should we consider when it comes to choosing a digital channel?

Territory

Just like we said, in the first place we will have our clients into consideration. They are the ones who will mark our brand’s “territory.”

In this sense, we can’t lose sight of the major role that phones play nowadays. The user is mobile, hence Mobile Marketing should be integrated in the multichannel strategy.

The channel’s intrinsic characteristics

The channel’s characteristics: for example, the webpage is well different (more static and corporative) from Social Media (closer and more dynamic). Each channel will condition our brand’s behavior.

Reach

Obviously, the greater the reach, the better.

Social Media, e-mail or SMS marketing offer a wide reach; whereas other channels, such as chats, limit the conversation to one person only.

Segmentation and customization

The webpage shows the whole brand’s universe, but does not have the ability to segment nor customize.

Other marketing tools, like SMS, allow message personalization. It has been demonstrated that customizing messages increases the number of conversions.

Ability to revitalize other channels

One of the immediate benefits of a multichannel strategy is that some channels can reinforce others’ actions. In this sense, it’ll be very interesting for our business to work with these “driving” media.

So… Which channels do we choose?

Each media channel has its strengths and weaknesses.

The webpage enables the user to get a general view from the business, but there is no chance of segmenting the brand’s message.

In the same way, the Blog shows the company’s Know-How, favors its positioning, but is more of a static channel.

Social Media favors conversation with the community and has a wide reach, but requires constant exposition and work. Moreover, it can expose our strategy to the competition.

E-mail marketing is a channel directed to the user. You are able to segment and customize, and if you have a well structured database, it offers a wide scope. Nevertheless, it is a saturated channel and for this reason, it has a low percentage of reading rate.

Chats and customer service are interactive, but limited: you only reach one person.

Apps are highly effective for customer loyalty. However, an app’s life cycle is short and a limited number last more than 48 hours.

Paid Channels (SEM, Social Media, Ads…) work only to achieve short – term and determined objectives. But we, as companies, have to go deeper in our relationship with clients.

SMS Marketing is a direct and immediate channel, with a high opening percentage. It’s a channel that is minimally saturated and that enables customization of messages. It offers a great reach due to the fact that it doesn’t depend on data connection. Moreover, it is a great driving force for other channels since it includes a short URL in the text message.

Its limitation lies in the ignorance of its potential, since it is seen as an obsolete tool. However, this is changing and the number of companies integrating Text Marketing in their strategy is gradually higher.

Just take a look at how big companies use bulk sms.

The omni-channel phenomenon is not a trend, on the contrary it is now an essential requirement for brands. It’s the same case as that of Mobile Marketing. From this point, it’s all about you designing the map of channels in which you will have presence in. We remind you of the one you can’t miss: SMS Marketing.