Omnipresent Marketing: The Importance Of Being Everywhere Customers Are
Omnipresent Marketing: The Need For Brands And Retailers To Be Everywhere Their Customers Go.
Omnipresent marketing is really like a sales and branding superpower. It’s the ability for a brand or retailer, and its sales channels and marketing content, to be everywhere and anywhere its customers are – instantly and perpetually.
Thanks to the rise of the digital age, we live in a world of instant gratification. A world where we can connect with friends, family and business associates in the space of a click or a tap. For the retail industry, this ability to instantly reach out and connect has revolutionized the shopping experience. Purchasing goods and services is no longer just about paying a visit to your favorite brick-and-mortar store. It’s also not solely about doing all your shopping in your pajamas online.
If you’re like most of today’s modern retail customers, you want to shop in whatever way works best for you. This can change day by day, moment by moment. However, brands and retailers better be ready to connect with you on your terms. That means being ready the moment you are with the right information, prices, and products whether you’re strolling through an aisle, surfing the web, or chatting it up on social media.
Why Is Achieving Omnipresence So Important?
It might seem a little counterintuitive at first, however, one of the most important reasons for omnipresent marketing is the simple fact that we are all living in a state of information overload. As a society, we are bombarded with more messages than ever before – whether marketing messages from a retailer or brand, stories from a news outlet, banner ads popping up on our web browser, posts on our social media channels – we’re all actively swimming in a sea of content, and here’s the catch.
As a brand or retailer, if you’re not available in all the places that your customers find themselves, you’re going to miss out on that opportunity to connect and sell. In a bit of retail irony, achieving omnipresence in your sales and marketing functions is necessary to compete in a world where consumers are already suffering from information overload.
So how do you do it? How do you effectively spread your message across multiple channels and engage customers when, where, and how they want to be engaged? Here are a few tips.
Omnipresent Marketing: A Few Tips On Being “Everywhere”
1. Look at Omnipresence As An Ongoing Process
You don’t simply fire off a few emails or blast out a few catchy banner ads or upload a couple of video posts and suddenly join the omnipresent marketing club. A good omnipresent marketing strategy never really ends. In fact, it’s as ongoing as the information superhighway we’re all navigating. This means, as a brand or retailer, your marketing and content strategy must continue to evolve. What’s important to consumers today, may change entirely tomorrow. Keep abreast of your market and your audience to create content that matters and that resonates.
2. Be Consistent
While it’s important to continually reexamine your marketing messaging and content, it’s also important to make sure whatever you’re saying is consistent across all your sales and marketing channels. It’s hard enough to stand out among all the messages your customers are receiving. It’s even harder if you’re sending them conflicting or inconsistent messages yourself.
3. Don’t Be Afraid To Be Unique
We’ve already established that people are sent a barrage of messages every day. In fact, according to a post by Forbes, digital marketing experts estimate that most Americans are exposed to between 4,000 and 10,000 ads per day. This isn’t just astonishing. It’s the very reason your brand messaging and content should be as unique and compelling as possible. Being creative and different probably sounds like Marketing 101, but with the pace of information these days many companies just don’t invest the time and energy it takes to truly distinguish their brand from the competition. Other companies are too timid to think out of the box, instead, they rely on marketing strategies and executions that are just “safe” enough not to ruffle any feathers. Unfortunately, they’re also just safe enough not to get noticed. Do your brand a favor. Try something different. Sure, being bold always comes with some risk. However, the alternative might be finding yourself invisible out there.
4. Have A Thick Skin. Criticism Could Mean You’re Doing Something Right.
Remember, achieving omnipresence means putting your brand or company out there in an impactful way across all your sales and marketing channels. While it’s only natural to want everyone to love you and your products, that’s just not a realistic goal for any brand, particularly one that’s making sure it’s being seen everywhere.
Look at it this way. If you’re receiving criticism, it means people know who you are, which, in turn, means your marketing and content are breaking through the clutter. In an information age dominated by social media, everyone has an opinion. If you’re going to be an omnipresent company, you have to be willing to take the good with the bad. At least, you’ll know you’re getting noticed.
5. Understand Your Sales and Marketing Channels
You can’t leverage today’s multichannel retail environment unless you’re proficient in how they operate. Do you know how to effectively deploy Google Search Ads? Is your website an e-commerce friendly experience for customers? Do you have a regular and measurable email marketing program in place? Are influencers and brand ambassadors touting you across relevant social media platforms like Facebook, Instagram, Twitter, and YouTube? Are your physical store locations and your online shopping channels seamlessly linked so that customers can do things like order a product online and pick it up at a store location? The better you know your sales and marketing channels, the more effectively you can make them work for your brand.
6. Take Advantage of Retail Technology
Advancements in retail software and digital solutions are helping to drive the trend toward omnipresence. For example, intelligent data capture solutions are giving brands and retailers unmatched visibility into their sales channels, customer preferences, purchasing patterns, merchandising effectiveness, inventory control, competitive set, marketing programs, and much more. These data solutions provide detailed insights into the sales process, allowing brands and retailers to connect with customers across every digital and physical sales channel with much greater efficiency and impact.
Brands and retailers are also using incredible new advancements like VIBA, a customer engagement solution introduced by The Revenue Optimization Companies (T-ROC) in partnership with key technology leaders.
VIBA stands for Virtual Interactive Brand Assistant and it leverages the latest in virtual reality, artificial intelligence, live video chatting, live streaming, video demonstrations, and on-demand content to engage customers with true omnichannel dazzle.
“VIBA is really an answer to today’s retail environment,” says Eddie Maza, Vice President of Marketing at T-ROC. “We’ve all seen how the COVID-19 pandemic has fast-tracked the need for contactless engagement. At the same time, we also know that customers still want entertaining and helpful experiences, even as stores face staffing shortages and online sales channels fail to provide any sort of personal touch. VIBA gives brands and retailers the power to engage customers individually wherever they are shopping with informative and entertaining experiences. It’s a true omnipresent sales engine,” says Maza.
“Customers can engage with VIBA by walking up to one of our in-store digital totems. They can engage online over a brand’s website. Or, they can scan QR codes on any item, sign, or display using their smartphones and mobile devices to instantly access everything they need to know about a product or service. Customers can choose to speak with Valerie, our virtual brand ambassador, or connect immediately to a remote live agent. Either way, they get instant answers to any questions they have, plus they can pull up product demos, videos, and other rich media content,” adds Maza.
VIBA is a great example of how the retail industry as a whole is moving towards a more omnipresent sales and marketing philosophy. If you’d like to learn more about VIBA and what this breakthrough engagement platform can mean for your business, contact The Revenue Optimization Companies.
What Will You Get Out Of Being Omnipresent?
First and foremost, you’ll get what all the companies who are not omnipresent will be missing out on – most notably steady sales growth across any number of channels. Here are three reasons why a strong omnipresent marketing strategy usually leads to increased sales and revenue.
The biggest advantage of being seen and heard everywhere is that elusive marketing gem every company desires – brand awareness. A good omnipresent marketing strategy makes you top-of-mind among customers. For example, what kind of cell phone do you have? It’s probably an Apple or Samsung. That’s because they’ve done a great job of generating omnipresence through their marketing and branding. They are top-of-mind when it comes to smartphones.
Being omnipresent doesn’t automatically earn your company credibility. But engaging customers over social media and having real users and brand ambassadors interacting with your market – not as salespeople but as fans and advocates of the brand – goes a long way toward building credibility. Used correctly, omnipresent marketing does more than sell products. It strikes up meaningful, two-way conversations with customers.
Connect with customers by providing the information they need, when they need it, where they need it, and how they need it – they will take notice. You’ll convert new customers because people will appreciate the fact that you are engaging with them on their terms.
Brands and retailers who want to build sustainable sales growth must move toward an omnipresent marketing and sales strategy. Today’s customers are more demanding than ever before. They don’t have the patience for brands and retailers who are unwilling to bring them shopping experiences that are easy, convenient, and personal. In other words, they’re not coming to you unless they feel like you’re making the effort to reach out to them – anywhere that happens to find themselves.
TROC is the leading provider of premier staffing outsource, software, managed technology services, and consumer insights for the top global brands, retailers, manufacturers, service providers, and distributors. The company’s distinctive solutions address the entire lifecycle of brick and mortar brand and retail operations by combining retail expertise, best practices, and technology to help its customers achieve sales and operational excellence as well as a sustainable competitive advantage. As a Retail 4.0 thought leader, T-ROC enables companies with high-value products in the physical world to thrive through the digitalization of the physical shopping experience. To learn more about T-ROC, visit www.trocglobal.com.