Businesses should leverage customer data platforms to create relevant omnichannel experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 05, 2020, 3:01 PM GMT+0

65% of consumers are expected to increasingly use digital shopping channels in the future.

Marketers should consider the distinct phases of the sales funnel– awareness, interest, consideration and decision/purchase, post-purchase and re-purchase – while creating marketing strategies. They should also create content to address specific consumer queries in each stage of sales funnel.

Businesses should take an innovative approach towards content creation as around 47% of customers prefer to shop with digitally innovative brands. For instance, Levi’s launched a “ShopNow” program on TikTok to let consumers shop online while their brick-and-mortar stores were closed due to the pandemic.

To operate effectively across all channels and minimise attrition rates, organisations should effectively leverage customer data. Using a Customer Data Platform (CDP) can help brands aggregate data and have a singular view of the customer journey. It can help businesses deliver the right content through the platform at the right moment.

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