Read the full article at Nielsen
Summary
- (from an article during the pandemic) In an omnichannel world, customer interest driven by one channel often transact on another
- COVID-19 fueled a 50% increase in U.S. omnichannel shopping
- Nielsen Annual Marketing Report suggests that marketers need to focus more on creating holistic experiences for consumers
- To succeed, every communication channel must serve a purpose in the journey
As a marketer, you know the importance of staying ahead in the game. In “It’s Time to Rethink Omnichannel Strategies,” the author reveals how the pandemic affected e-commerce adoption, emphasizing the need for marketers to focus on creating connected experiences for consumers. CMOs must start rethinking their omnichannel approach.
NielsenIQ’s research shows a 50% increase in US omnichannel shopping last year, but less than half of the activity resulted in online purchases. This means that omnichannel marketing strategies centered on e-commerce buying exclude a significant portion of consumers.
The author writes, “Omnichannel business and marketing strategies have grown increasingly important in recent years, but data collected for this year’s Nielsen Annual Marketing Report suggests that marketers need to focus more on creating holistic experiences for consumers.” Brands must realize that the customer journey goes beyond specific touchpoints and should invest in all steps to become successful omnichannel marketers. Measurement, however, poses a challenge, as marketers are under immense pressure to prove ROI across all channels.
Marketers must consider owned media, such as websites and email, as fundamental components of their strategies, and they should leverage the right data to personalize tactics. To effectively measure the impact of their efforts, marketers need to invest in the right tech while considering privacy and identity in their strategies. The original article, It’s Time to Rethink Omnichannel Strategies, is packed with valuable insights to help you adapt and thrive in this new era of marketing
“Omnichannel marketing strategies that fixate on e-commerce buying exclude a significant portion of consumers—those whose shopping touchpoints include, but don’t end in a digital one.
“It’s Time to Rethink Omnichannel Strategies.” Nielsen, 21 July 2022, https://www.nielsen.com/insights/2021/its-time-for-brands-to-rethink-their-omnichannel-strategies.
