Page 6 - 2023 Omnichannel Marketing Handbook

Targeting with pinpoint accuracy Attributes add contextual intelligence that informs messaging and

offers based on critical factors such as demographics, property
Your omnichannel marketing performance often boils down to how ownership, financial profiles, spending patterns, and other charac-
well you can answer the age-old questions of who, what and when. teristics. Knowing where the consumer is at in their life journey is

also beneficial to determine if the message will resonate and what
Marketers aiming to create exceptional experiences for their cus-
tomers and prospects need to send the right message to the right channel is best to reach them.
person at the right time – all while operating with the highest level When: The right time
of data security and respect for the consumer’s privacy, prefer-
ences, and permissions. You can do everything else right in your omnichannel campaigns,
but if you miss on the timing, your good work may be in vain.
Who: The right person
Truly personalized marketing leverages in-market behavioral signals
While knowing the person behind any interaction is a critical first to trigger right-timed communications with those customers and
step to effective engagement, this level of familiarity has become prospects actively interested and/or in need of a product or service.
difficult to achieve as the privacy landscape evolves and third-party On the flip side, it prevents the waste (and potential irritation) asso-
cookies begin to disappear. Many marketers today struggle to cre- ciated with targeting those with little to no interest in your offer.
ate an accurate picture with disparate, incomplete consumer data
gathered in silos from their website, CRM, call-center, and outbound
channels.

Identity resolution, however, links these disparate consumer re-
cords and interactions and matches them to a persistent identifier,
offering a unified view of a consumer’s identity across the enterprise.

What: The right message

To send the most relevant messages – those that drive prospects
to action – you first need a detailed understanding of various attri-

butes for consumers and their households.

Omnichannel Marketing Handbook 6