Create a Seamless Customer Journey with Omnichannel Marketing

Colleen Preisner

3 minute read

Managing the customer journey is one of the most important slices of your business’s operations. Knowing how your customers buy, what engages them, and what ticks them off is the ultimate knowledge. Why? Because competition is stiff and good customer service is what’s going to set you apart. Think about it: If you want to buy a simple t-shirt from the mall, how many store options do you have? Probably more than you can count. And of those stores, each has a creative and enticing way to get you into their store to buy. It’s even harder in a digital world where you don’t have the smiling face of a sales associate at the door, but you do have copious amounts of information and product reviews. This large amount of information can be extremely overwhelming for someone looking to buy–especially when they’re dishing out a big sum when they complete the purchase. Understanding your customer’s journey can help you make touchpoints at the right time to the correct people. It doesn’t take many actions, but it takes insightful ones.

The customer journey wasn’t always so difficult. Starting in the early 2000s, companies began to focus on customer journey mapping as a part of a larger interactive design in the digital space. It was more about how customers navigated the individual website and less about how they navigated the online space as a whole. Luckily, in the past couple of decades, researchers and marketers alike have begun to notice these buying patterns and interactions with online content and have worked to compile patterns and databases full of customer journey mapping!

If you were sleeping under a rock that whole time, there’s one big tidbit we’d like to share with you: The internet is vast. It’s so vast that companies and individuals sometime can’t keep up. That’s why staying on top of the evolving online space and eroding technologies is key. Use tools like Google Alerts, Twitter, or RSS feeds to get updates on the latest and greatest technology available to marketers. Seriously, we’re lost without them.

So, customer journey you say. How do we do it? It’s simple: Build a kick-ass Omnichannel Marketing strategy.

How many pieces of technology do you own? I bet it’s more than the one you’re reading this awesome blog post on. The problem is that some marketing content you receive may not be versatile across all of your devices, and the risk of being turned off from a specific brand or company’s content may grow. That’s why companies need to adopt an omnichannel marketing strategy–the overall holistic approach to all other amending marketing strategies. We’re going to show you in a couple easy steps (some call it the ABC’s) how you can build your own omnichannel marketing strategy to better engage your customers and evolve your technology to work flawlessly across more channels.

Our recommendation is similar to other digital marketing strategies: Use data to build innovative strategies–move forward and predict the future instead of looking at data from the past. omnichannel marketing is about knowing the ways technology is advancing and catering strategy to those data points. There are 3 main areas you should focus on when crafting your strategy. Here are the ABC’s of omnichannel marketing:


If you haven’t started, you need to start advertising on digital and social media. Not only will it help with brand awareness–which creates loyalty, easier market penetration, and familiarity–but it may also be what sets you apart from your competition. Get creative with your copy based on your offerings, and try different CTAs. You can bring CTAs to your website and landing pages for optimal conversion!

Behavioral Campaigns

Whether you choose a drip campaign or trigger-based emails, you need to have behavioral-based marketing campaigns in place. These campaigns reward an action rather than create an action from a reward.

Campaign Segments

Profiling your customers into groups based on common interests will help you sell. If you’ve learned one thing from this post, let this be it! Having ads, landing pages, and messaging targeted to these groups of customers will help you get more personalized and will help you strengthen your messaging and web copy.

As we mentioned above, it’s important to understand your customers’ buying processes. Where do they hang out? How do they interact with your content (share, comment, like, skim, read in-depth, etc.)? This is where you can find out how to spend your time and resources. Don’t serve up ads on Google when all your customers are searching on Bing. This is just one small example of a much larger picture.

The overall goal of this strategy is to create a seamless experience across all channels. Monitor and measure your current customers journeys and how they were onboarded. Learning from your current processes can help you build stronger ones for the future. Sometimes it’s not about learning new industry standards or researching new data at all.ather, it’s about looking at your internal processes to create a stronger strategy for the future.

So, if you haven’t already started an omnichannel strategy, you better put a ring on it.

Trendline Interactive

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About the Author(s)

Colleen Preisner

Two decades of experience in the financial services industry. Fanatic of insight-based marketing strategy, having worked in nearly every marketing discipline. She leads Trendline’s Client Services teams across North America. Follow Colleen on LinkedIn

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