The origins of omnichannel go back to Best Buy using customer centricity to compete with Walmart's electronics division in 2003. The company developed an approach that focuses on the customer both in-store and online, while offering post-purchase support.
To create an experience that meets the needs and goals of your target customers, you need to build a cohesive network of content delivery components.
This enables the audience to engage with the brand in a way that is free of media discontinuity. After all, this is the only way that fits modern consumers, who change channels at any time. And who expect all content to be accessible in a channel-appropriate way.
Omnichannel content management is a strategy for creating a consistent and interwoven content experience across a brand's digital channels.
A website is to be the hub for marketing, service and sales. In the app, current service offers and the terms for extending the warranty should always be up to date. The social media landing page must integrate the appropriate technical articles from the website, depending on the tags provided. QR codes on the products in the shop shall always show the latest 3rd party product reviews.
Truly no piece of cake.
But doable. As long as the foundation is right and you use the proper tools. Those who believe they can reach this goal with a standard content management system usually invest a lot of resources without ever reaching the finish line. Say "copy + paste".
For omnichannel content to work, the CMS must be detached from the website and an agile content infrastructure put in its place. Now, websites, microsites, landing pages, apps, devices and portals can access the content very flexible.
The systems for managing content are multiplying? Your marketing team spends a lot of time copying texts between systems, uploading photos again and checking links?
Typical phases of the introduction of omnichannel content management
Identification of the channels used
Customer Journey Mapping
Eliminate corporate silos
Device and usage habits of the target groups
Specify content management requirements
Design content infrastructure
Plan implementation, migration, training and deployment