By Emiliano Horcada, Globant

Omnichannel is everywhere. But so are consumers. So it’s a match made in heaven, right? Not quite.

Being in the right place at the right time – with the right message – is what makes or breaks brands. In other words, relevance is at the heart of successful digital marketing. With big data conferring the advantage of actionable customer information, and the technology available to develop highly personalized digital touchpoints, successful brands prioritize relevance over channel – a concept we at Globant call “omnirelevance.”

We are all consumers of technology. It’s easy to recognize that infinite choices exist when it comes to the allocation of attention and energy toward any particular service. Bluntly put, any initial interaction with a consumer is an interruption in his or her daily life. If a product or a service is not able to impart its utility in this interaction, it will likely not be a part of the consumer’s future.

So, in a world of tight attention spans and abundant channels, what tactics can marketers and brands leverage to win prime mental real estate and consumer hearts?

Thankfully, it’s not an art but very much a science that inform the most effective digital strategies. According to an Altimeter Group study, “88% of companies report undergoing a digital transformation, but only 25% have mapped the digital customer journey and have a clear understanding of new and underperforming digital touchpoints.”

Where companies go wrong is by failing to take a truly customer-centric approach to their customer interactions. By leveraging user information to isolate “moments of impact” throughout the customer journey – a moment of particular need or decision-making  – and taking into account the emotional tenor that the user experiences in these precise moments, brands can deliver highly personalized touchpoints that serve to enhance these moments, leaving the customer more likely than ever to come back for more.

Look no further than Amazon for a textbook case study. In March 2015, Amazon turned refrigerators and other appliances into new sales channels through Amazon Dash buttons, and in October 2015 they announced 11 partners for the Dash Replenishment Service. Amazon Prime members who own compatible connected devices such as Samsung printers, Obe pet bowls and Brita water pitchers will have their toner, dog food and filters replenished by automated orders when stocks are low.

A consummate example of an omnirelevant experience, the Dash service firstly collects user information and habits via connected objects. The continuous replenishment of resources is an experience that marries surprise with a sense of familiarity. Customer’s needs are seamlessly met without their conscious attention to them, and they feel secure in using Amazon’s existing email infrastructure with which they are already familiar.

One could imagine that Amazon Dash is a service not easily suspended once the consumer has acclimated to its benefits – and that’s exactly the point. If the consumer can live without you, they will.

In other words, customers demand personalization and an intimate understanding of their preferences, usage patterns and needs. It’s no small task, but the mandate has been set. There is no longer an excuse for lazy customer interactions. Run for relevance or you might not reach the finish line!

Don’t turn your back on consumer needs. Read more about pursuing omnirelevance by reading Globant’s quarterly Sentinel Report, and contact us at hi@globant.com today to win consumer loyalty for your brand.

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