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10 Omnichannel strategy
essentials for 2021
Dr Dave Chaffey
Co-founder Smart Insights
Digital Marketing Priorities brought to you by

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About Dave Chaffey and Smart Insights

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The
RACE
planning
framework
Source: Smart Insights digital marketing planning template

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All businesses should think Omnichannel
“Multichannel is an operational view – how you allow the customer to
complete transactions in each channel.
Omnichannel, however, is viewing the experience through the eyes of your
customer, orchestrating the customer experience across all channels so that it
is seamless, integrated, and consistent.
Omnichannel anticipates that customers may start in one channel and move
to another as they progress to a resolution. Making these complex ‘hand-
offs’ between channels must be fluid for the customer. Simply put, omni-
channel is multi-channel done right!”
John Bowden, Senior VP of Customer Care at Time Warner Cable

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1 Review new customer behaviours and preferences

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What it means? Set targets for adoption of your online services based on local research

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Retail example – digital participation pandemic growth

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Review value by persona / profile
Details need for an effective
persona:
• A. Characteristics
• B. Motivations and
Buyer behaviour
• C. Customer journey/
content mapping

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2 Review business and revenue models
Original: Strategyzer.com Designed by: The Business Model Foundry (www.businessmodelgeneration.com/canvas). PowerPoint implementation by: Neos Chronos Limited (https://neoschronos.com). License: CC BY-SA 3.0

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Review D2C / DTC options
Source: McKinsey: Should CPG manufacturers go direct to consumer—and, if so, how?

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Another omnichannel view and suggestion
The challenge of omnichannel
“Omnichannel marketing is about providing appropriate and relevant content
across different channels that ties together to create a unified message,
without becoming repetitive.
Many companies try but fail to build an omnichannel experience for every
channel and customer. Leaders should instead limit their focus to the top two
or three cross-channel customer interactions.”
McKinsey July 2020

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Source: Gartner

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Example - Optimizing a D2C Subscription offer

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Financial services switching example
Source: McKinsey – moving to a user-first omnichannel example

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3 ‘Humaning’ - Review brand fit to consumer expectations
Source: Mondelez (Cadbury, Oreo)

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3 ‘Humaning’ – Review brand tone/style
Source: Braze/Forrester : How human is your brand? The Bigger Picture – Think with Google

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Retail example – AI NLG used to personalize
communications on emotional response and empathy
Persado AI-based personalization study - findings based on language experiments using over 2000 unique words
included in more than 170,000 different message permutations across 6 billion messages served.

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4 Plan for digital marketing transformation

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Six pillars of effective omnichannel marketing
Planning and
Governance
Goals and
measurement
Media Content Experience Conversational
messaging
• Strategic initiatives
• Marketing integration
• Digital transformation
• Business and revenue
models
• Budgets and ROI
• Systems, structures
and processes
• Resources and skills
• Marketing technology
• Forecasts
• Digital KPIs
• Digital dashboards
• Customer profiles
• Attribution
• Paid media
• Owned media
• Earned media
• Content marketing
strategy
• Top-of-funnel
(TOFU)
• Middle-of-funnel
(MOFU)
• Bottom-of-funnel
(BOFU)
• Website customer
journeys
• Landing pages
• Multichannel path to
purchase
• Conversion Rate
Optimization
• Personalization
• Email marketing
• Mobile messaging
• Human-assisted chat
• Automation and CRM
The six pillars simplify digital marketing complexity from hundreds of tools and communications to potentially use.
Our research shows that many people invest time and money without a plan, goals or measurement. Madness!
Our pillars also highlight the key investment areas for which every organization, regardless of size or sector, needs to
decide their plans and priorities to interact and sell to consumers or businesses online.
We recommend these success factors are reviewed across each part of the RACE framework as the next slide shows.

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Smart Insights: Free digital marketing benchmark templates
How do your
capabilities
compare?

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Create an
omnichannel
marketing plan

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Source: Always-on customer lifecycle article
5 Plan always-on lifecycle tactics to support growth

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Tapping into
digital intermediaries

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6 REACH. Review search share
Source: Les Binet adam&eveDDB
What it means? Track brand intent through time for your products and services

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Fashion example – comparison of 4 brands
Source: ClickThrough Marketing

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7 ACT. Review Content strategy effectiveness
Source: Scott Brinker, The 4th Wave of Content Marketing
What it means? Ensure content assets are delivering ROI or rationalize

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Consumer example DVP with clear outcomes

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B2B example - map content across funnel
PLAN
Annual GTM and
communications plans based on six
pillars
REACH
Grow awareness using
inbound marketing
ACT
Generate website leads
using
content assets
CONVERT
Using offline sales touchpoints with
online content support
ENGAGE
Create loyalty
amongst customers
GOVERNANCE
Go To Market plan
Value proposition narratives. Customize
analytics, Dashboard, KPIs. Martech stack
• Acquisition plan and
budget
• Google Analytics lead
goals
• Contact strategy for lead nurture
• Bidding process
• CRO plan
• Retention plan
• Post-campaign review
GOALS AND MEASUREMENT
Improve lead volume,
quality, sales velocity and ABM
Improve awareness:
• Impression share
• Unique visitors
Improve MQLs:
• Database contacts
• Lead profile quality
Improve SQLs:
• Number of pitches and bids
Improve retention:
• Repeat contracts and
renewal size
CONTENT AND EXPERIENCE
Define content strategy to explain Value
Proposition
Improve customer journeys
Define personas with content mapping
TOFU Content:
• Demand gen blogs
• Infographics
• Analyst reports
MOFU Content:
• Products and solutions
pages – co-branded
• Landing pages
BOFU Content:
• TCO business-case whitepapers
• Case studies by application/industry
• Calculators
ROFU content:
• Customer support
• Community– user groups
MEDIA
Always-on and campaign-based media plan
Editorial calendar
Grow reach:
• Target keywords
• Organic search/social
• ABM advertising
Convert to lead:
• Webinars and roundtables
• Ad retargeting
• Influencer marketing
Nurture to sale:
• Ad retargeting
• Influencer marketing
Engage customers:
• Ad retargeting
• Social media advocacy
CONVERSATION MESSAGING
Multichannel contact strategy focusing on
email nurture
Improve data quality
Offline/offsite convos:
• Publisher and trade-show
emails and ads
• Event marketing
Initial interactions:
• Welcome emails
• Website live chat
• Website message bots
Nurture interactions:
• Email nurture and retargeting
• Website personalization and
• Website message bots
Customer interactions:
• Onboarding
• Newsletter
• Website personalization

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Source: Smart Insights E-commerce conversion rates compilation
For non E-commerce
businesses, lead generation
conversion rates vary
between 2.6 and 6.0%
8 CONVERT. Using structured testing to improve
revenue per visit

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Q. Do you have the agile mindset to improve
your results from digital marketing?
Source: Chris Goward - WiderFunnel
Recommendation: Include regular structured experiments in your 90-day plans

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B2B - Create segmented customer journeys

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Prioritizing your tests with PIE
• Potential: Uplift?
• Importance: Traffic
volume, value, quality
• Ease: Implementation?
Source: Improve digital experiences learning path module

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9 ENGAGE. Review conversational contact strategy

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Review the opportunity of AI and machine learning

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10 ENGAGE. Use Voice of Customer to review experience.

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CONCLUSION. BREAKING DOWN ORGANISATIONAL SILOS

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Learn more
about
Smart Insights
business
membership
offers and
industry sector
advice

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Q&A – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey