According to Adweek, 71% of millennials say their mobile device is their preferred way to shop. From wearables, such as smartwatches, fitness trackers, and health monitors, to smart speakers and connected home appliances, we now know more about consumers, their habits, and when they are most likely to buy than ever before. The good news is that smarter marketing is now actually easier thanks to the abundance of smart devices, the big data being collected from these devices, and the influx of artificial intelligence and robotic process automation (RPA) being used to analyze and implement marketing best practices. The rise of omni-channel communication systems calls for smarter marketing practices that take into account all the new touch points brought about by digitization. Smart devices call for smarter marketing across all available platforms If businesses don’t adapt, they will find themselves on the same sinking ship as Sears and JCPenney. The success of Amazon is the best example that the way people want to shop and interact with companies has changed. You can even walk into certain Amazon-owned Whole Foods locations and experience seamless “no-checkout” shopping, where every item is digitized and automatically charged to your smartphone app. They can also stream Amazon original content along with other movies and television shows on any mobile device or smart TV. Amazon’s omni-friendly platform allows users to shop online, through their mobile app, or by simply giving a verbal command to their Alexa smart speaker. As proof, just consider the fact that the last few years have seen well-known anchor stores such as Sears and JCPenney struggle to survive, as they weren’t prepared to handle the new way consumers want to shop.Īmazon, on the other hand, is so good at omni-channel communication that its monthly subscription “Prime” members refer to themselves as “addicted” and part of a shopping cult. In fact, most people would consider Amazon the “great disruptor” when it comes to retail.
No other industry has experienced greater disruption by digitization than retail, and no company has benefited from this trend more than Amazon. To be honest, these two things have changed how we do practically everything. The introduction of wireless technology combined with the massive adoption of mobile devices has revolutionized how we communicate. Marketing and communication practices now must be completely focused on user experience, provide the utmost convenience, and be increasingly omni-present, allowing consumers the ability to interact with brands on numerous different channels and devices at any time and place they choose.Ĭonsumers now hold all the power, and they hold it in the palm of their hand and in the confines of their smart homes.
#Omnipresence marketing how to
In order to be truly successful in this Internet of Things/always connected digital age, today’s marketers have to figure out how to reach their audience with the right message at the right time across all available channels. And we’re doing all of this on different devices, from mobile phones and tablets to laptops and even voice-activated smart speakers.
#Omnipresence marketing tv
We now stream our favorite TV shows commercial-free, pay a premium to subscribe to non-interrupted music services and podcasts and go online to read magazines and get our news. It used to be easy to interrupt a captive audience by advertising during a television show, radio program, or with print ads in magazines and newspapers.ĭigitalization has completely disrupted all of these traditional methods of marketing. The way in which businesses market to consumers has been forced to change rapidly and repeatedly since the dawn of the internet.
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