Improving Omnichannel Marketing Efforts

2021-11-23 by Ronn Torossian

Most modern consumers tend to be impulsive in their purchases, which makes them unpredictable.   And with the many  ways that consumers can make purchases, they don’t have to pay a lot of attention in researching a product or a business. They also tend to expect brands to follow them around throughout their buying journey, instead of the other way around. That means companies have to anticipate the needs of consumers while also providing a positive experience throughout their  buying journey.

That’s where omnichannel marketing efforts become very beneficial to brands, as they give consumers positive experiences with the right messages at the right time in their buying journey. This allows for a personalized and seamless customer experience, and one of the best ways that companies can go about it is through marketing tech and automation.

Omnichannel marketing efforts are very dynamic, and let companies adjust their communications with consumers as well as their content on the go. It also allows companies to gain new insights on customers while doing this. These types of marketing efforts are able to both build and strengthen relationships with customers by putting the consumer first. A company that’s able to understand consumer sentiment and anticipate the needs of customers can generate more audience engagement, speed up the sales cycle, and increase consumer loyalty.

If a user is browsing posts on Instagram while they’re waiting in the checkout line in a story, they can see a sponsored post and open up the product from that post to learn more about it. While the page is loading, the customer gets their turn, which ends up stopping their digital buying journey.

However, from another device, that same user can later continue to research the same product once they get  home. Through omnichannel marketing, companies can recognize that it’s the same individual that’s researching the product as before, and then present relevant information that will pick up the journey right where the user last stopped. That way, the company can show that it cares about its customers and anticipate their needs, which results in the customers getting a positive experience with that brand.

Ronn Torossian is CEO of 5WPR.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities