Blog post By Paula Chiocchi on 2023-11-08
"Insanity is doing the same thing over and over and expecting different results.” There's some dispute over the source for that quote – some say it was Albert Einstein – but I wholeheartedly agree. As a data and marketing leader for over 25 years, I can tell you this: No two businesses are precisely the same. So why continue to resort to a one-size-fits-all omnichannel strategy – and expect different results every time?
In this data-driven age, every marketer needs to continuously look at and listen to the data and act accordingly. Begin by building each campaign around an ideal customer profile (ICP). You can determine your ICP by researching current and past customers, analyzing their profiles, and identifying common characteristics around industries, company size, decision-maker titles, and other factors. Diving into this data will allow you to uncover the people who are most likely to want or need what you have to offer.
For acquisition campaigns aimed at landing new customers, you will also need a customized roadmap for audience building, data sources, and media activation. More often than not, that roadmap is different every time, but it will always map to your ICP. (Our team has several innovative ideas about how to do that.)
To select the channels that best reach your target audiences, turn to specialized expertise that you can trust. And when it comes to omnichannel, remember that every campaign doesn't necessarily require visibility on every channel. Pick and choose and mix and match what will work best for your goals, your client, and your budget. More isn't always the answer.
Last but not least, creative should be designed in alignment with all other campaign elements – never in a silo.
If you're looking for some inspiration, here are three very different ways our team rocked omnichannel to deliver stellar results to clients:
In summary, while one size doesn't fit all, all successful campaigns have a few things in common, such as careful and strategic audience building and clean, accurate data for reaching that audience effectively. Our recent blog offers a checklist of three essential steps every omnichannel campaign must take to succeed – check it out!
Get in touch with our team for a consultation on improving your omnichannel strategy. We look forward to talking with you!
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.