Digitally-connected customers use email, social media, websites and a wide variety of media formats to stay in touch with the brands and businesses they care about. But is it possible to be in too many channels at once?
Yes, it is, says EVP Craig Witt in an article for Multichannel Merchant. Trying to be everywhere online doesn’t always make sense strategically, tactically or financially.
Witt offers advice on shaping an effective, focused omnichannel strategy that maximizes your effort and limited resources, such as:
Leverage technology to see if and where customers are engaging with your brand on social media platforms
Examine data to see where sales are coming from and which channels influence them
Optimize established channels before moving on to new ones, such as localizing your website or mobile app for global customers