Adopt omni-channel marketing strategies to drive online traffic during coronavirus pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 25, 2020, 5:13 PM UTC

According to Aspect Software, businesses that adopt omni-channel strategies achieve 91% greater year-over-year customer retention rates.

This piece suggests brands should move their resources to digital marketing strategies to keep their business running amid uncertain market situations due to coronavirus outbreak. Marketers should use all their marketing channels like paid ads among others to drive consumers to their online stores.

Businesses can send follow-up messages to customers who abandon websites after adding items in the shopping carts. Marketers can use analytics to understand consumers better to optimise their abandoned cart messaging.

The author suggests brands should offer discounts to only necessary customers and not to everyone, to avoid interference with potential customers’ checkout process. Marketers can leverage AI tools to predict the conversion probability of a consumer to select that receives a discount.

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