Beware of Channel Splintering
Are all of your marketing channels working in concert to captivate prospects and seamlessly turn them into happy, paying customers? Can your customer get the same stellar experience no matter how they choose to buy from you?
In Part I, we established that omni-channel is the seamless integration of your marketing on all channels and devices. Resist the temptation to reinvent the wheel, and you’ll find each channel serves as a building block. They’ll lay the foundation for more channels that enable you to scale profitably and successfully grow your business.
Once you’ve established a baseline in a new channel, that’s when you start swinging for the fences with your testing. Discovering creative breakthroughs will allow you to profitably spend more in each channel, pushing the limits of their profitability even further. A true creative win, in any channel, also has the potential to optimize or even reinvent your overarching omni-channel message. These are the wins that cascade through your business to cause the kind of profit increases you’ve always dreamed about.
When you’re testing to find a game changing breakthrough, every variable is on the table. Messaging. Positioning. Language. Offer. Targeting. Promotion. Product configuration. Billing strategy. Price. Everything! It’s impossible to know which lever or levers to pull, so get prepared to start pulling them all. As long as you maintain a controlled environment to test the changes, the sky is the limit for what you can try.
However, now that you’ve got multiple channels firing off A/B tests regularly, you run the risk of slipping into another pitfall…
Beware of Channel Splintering
Maintaining omni-channel synergy requires a methodical approach to testing. If each channel splinters in its own direction and ignores your overarching strategy, they’ll fail to support each other. Splintering channels tear at the fabric of your larger omni-channel net, rending gaping holes that your potential customers will slip through. If someone sees your TV spot but can’t find the offer they saw on your website, you’ve lost them. If someone hears your radio ad, they may go to Google to search for a phrase they heard. If they can’t find you because the language is too radically different, (and you don’t own the AdWords) you’ll lose that potential customer too.
Preserving your omni-channel net will do more to improve the overall performance of your business than allowing deviant, channel specific changes under the banner of incremental improvement. Unfortunately, that presents a paradox for marketers. How do you test big swings without tearing your omni-channel net?
Here are 3 secrets to protecting yourself from channel splintering (testing tips that’ll allow you to cover your bases while still swinging for the fences):
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