The buyer’s journey is never linear: Get ready to zig and zag with your customers
The traditional buyer’s journey may seem so simple and straightforward. The buyer moves from Step 1 to Step 2 to Step 3, and your marketing just needs to coax them through the funnel.
The modern-day buyer’s journey is far more complex, however. It’s not always linear, and there are multiple paths from awareness to consideration to purchase that your prospective buyers can take. That’s why you need omni-channel strategies to keep up.
At Stream Companies, our specialists can help you apply an automotive omni-channel approach that puts every customer at the center of your marketing strategy.
What Is Omni-Channel Marketing?
Omni-channel marketing isn’t some fancy new channel by which you can reach customers. Rather, it’s a new approach to how you use the marketing media already available to you.
In the past, you may have approached each channel in a vacuum. This siloed approach can create a confusing and impersonal experience for your shoppers. Your social, mobile, and direct mail channels (and all the rest of them!) work best when they’re aligned.
At Stream, we take a fully integrated approach to everything. Our direct mail efforts work in harmony with other media channels to boost buyer response. With a consistent and personalized experience across all channels, omni-channel marketing is poised to more thoughtfully shepherd customers through their unique buyer’s journeys.
What Makes Omni-Channel Work?
People these days take more time than ever to make purchase decisions, so it helps to drive consistent messaging that keeps your value proposition top of mind. Today, more purchases span multiple devices, so you need to piece together the unique puzzle that will convince your customers to buy.
A seamless experience is so appealing to shoppers. When the new crossover vehicle you viewed on your laptop is the same one you see on Facebook and the same one you received an email about, it will be so much simpler to keep it top of mind when the time comes to make a decision.
The Crux of Omni-Channel
How well do you know your buyers? When you put the customer at the center of your marketing, you’d better collect accurate data on them! All our media recommendations are backed by data and executed with the latest in marketing technology.
We use our own proprietary FullThrottle platform to collect most of the data we use. Shopper Suite technology, for instance, lets us identify anonymous online shoppers when they share their location. From there, we can market creative email and direct mail blasts within 24 to 48 hours!
It starts with a database and a list of households. From there, we can deliver creative marketing to every household with matchback, so we can see who from that list actually went on to purchase.
All Channels, Together. That’s Your Path Forward!
As an automotive integrated advertising agency, our team at Stream Companies knows how important it is to align marketing channels. See how you can turbocharge retail traffic with automotive omni-channel strategies. Reach out to us to learn more!