Time for some facts. 30% of consumers use three or more retail channels for any shopping transaction. 78% of smartphone owners use their phones while they shop. 92% of shoppers have more confidence in information sought online versus anything from a salesclerk or other source.
It's clear: the behavior of the consumer is multichannel. And the real challenge for marketers is to get engaged with their customers across all touch points.
The data and statements come from a keynote by conversion marketing guru Bryan Eisenberg, who presented them at an event in Antwerp, Belgium, where conversion marketing and interactive CRM software specialist Selligent was the lead partner.
Eisenberg stressed that customers want to see one brand across all touch points, what he called pervasive engagement. So, whether it's via online, mobile, social, sales or in-store experiences, the user experiences and conversion marketing efforts have to be valuable and consistent in all contact moments.
Eisenberg took it even further: "agile business leaders will optimize touch-points, not channels", he says.
The transition from a single-channel focus to a multichannel strategy in benefits
Conversion optimization should be a way of life, not a onetime push toward achieving goals. It's a must for the multichannel consumers and your business because it pays to be agile.
Indeed, Bryan Eisenberg showed a slide from Forrester, clearly indicating that the transition from a single-channel focus to a multichannel strategy has numerous positive effects on revenue, profit and customer satisfaction.
- 48% of those businesses saw an increase in online sales.
- 36% noticed an increased customer satisfaction or similar metrics.
- 28% decreased operating costs.
- 25% increased profitability.
- 25% decreased call center volume.
Furthermore, the transition to a multichannel strategy has an impact on offline sales and even employees!
- 20% increased offline sales.
- 16% noticed an increase in employee morale.
The data leave no room for interpretation as does the advice of Bryan Eisenberg: improve marketing conversion now, one step at a time and taking into account the customer touch points.
Beating your marketing conversion benchmarks requires five start culture traits, Eisenberg says:
- Customer intimacy.
- Being remarkable.
- Being authentic.
- Being nimble.
- A consistent and continuous test and tweak mentality.
Indeed, exactly what Selligent's conversion marketing solutions allow you to do.
View the presentation by Bryan Eisenberg below and start improving marketing conversion now.
Today's customer is cross-channel and he/she is at the centre of sales and marketing.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.
Discover why your business should move to an integrated marketing approach step by step and how.
Discover Selligent's integrated interactive marketing and conversion marketing solutions, offering you marketing automation features, integration with CRM and advanced reporting or contact us for more information.