Page 4 - 2023 Omnichannel Marketing Handbook

Ensuring Consistency Across Channels

Omnichannel marketing creates a seamless, flowing experience for
consumers across all possible points of engagement. To get there,
you first need to know who your consumers and prospects are,
how they behave, and what they want.

In other words, you need complete and accurate consumer
identity data.

You’ve likely collected a trove of valuable information about your
best consumers from their transactions, web visits, and every single
engagement. Your own data, completed and augmented by a third-
party data partner, allows you to build accurate buyer personas that
shape more effective omnichannel marketing campaigns.

Specifically, buyer personas allow you to better understand the
characteristics of your top customers and prospects. You can cre-
ate personas to reflect:

• Where they are in their buyer’s journey (e.g., starting to browse,
ready to buy) based on demographics and behavioral data

• Their preferences and attributes
• How they typically respond to marketing across different channels

When building your personas, keep in mind that their journey is not
necessarily a straight line. In fact, many customers engage with a
brand multiple times across different platforms before making a
decision to buy. This is especially true for large-ticket items such as

houses and vehicles or considered purchase items like insurance.

Omnichannel Marketing Handbook 4