Del marketing offline-online al omnicanal

Prácticamente no queda ninguna empresa que no tenga presente las posibilidades que le brinda Internet en muchas de sus funciones operativas, y en especial el marketing, dado el potencial mercado al que pueden llegar gracias a ello.

Pero, ¿realmente lo hacen de forma omnicanal, sacando provecho de todas sus posibilidades? La respuesta, la mayoría de las veces, no es simplemente un sí o no.

Podemos lanzar nuestro canal de venta online y tratarlo como otro de nuestros canales de venta, junto con la distribución o la venta directa en nuestras tiendas físicas, pero en ese caso estamos desaprovechando gran parte del potencial que nos dan los medios digitales.

Los canales offline y online se retroalimentan mutuamente, de forma que las marcas con gran presencia física en determinadas zonas geográficas ven una mayor demanda de producto a través de sus tiendas online y viceversa.

La razón es muy sencilla: El cliente es el mismo, pero hace ya tiempo que es omnicanal, se mueve en muchos canales de compra diferentes.

La aparición ya no sólo de internet, sino de una gran variedad de dispositivos conectados hace que el consumidor haya cambiado su manera de comprar, y que en cada fase del proceso de compra pueda utilizar un dispositivo distinto, ya que el contexto también cambia con cada uno.

Así, podemos observar que un cliente potencial, mirando sus redes sociales en su Smartphone, descubre nuestra marca a través de un amigo. Ese mismo día, cuando llega a su casa, decide investigar un poco más sobre nuestro producto a través de su Tablet y considera varias opciones de compra. Al día siguiente decide acercarse a una tienda física y compra el producto.

¿Se trata de una venta offline u online? Ninguna de las dos, se trata de una venta omnicanal, y tener una experiencia fluida y similar en todos los canales de interacción con el cliente es lo que construye la experiencia del consumidor.

Además, en este caso, sería un tanto irreal atribuir la venta simplemente a una buena localización de la tienda física o a las dotes comerciales de su personal, ya que si no tuviéramos presencia en redes sociales, una web adaptada a dispositivos móviles y en definitiva una experiencia omnicanal para el cliente, la venta no se habría efectuado.

Debemos ser capaces de identificar o medir la influencia de cada uno de estos canales en la decisión de compra, y para ello es fundamental identificar al cliente con un “identificador único”. Algo que nos permita identificar al cliente independientemente del canal o dispositivo que esté utilizando.

Y en este caso las cookies nos sirven de muy poco puesto que se almacenan en el dispositivo. Si la persona cambia a otro dispositivo perdemos su trazabilidad. Además, ciertos dispositivos como los ordenadores de sobremesa o a veces las tablets no son de uso exclusivo de una persona.

Para evitar esto, podemos usar como identificador único algo personal y que normalmente no cambie, como la dirección de correo o el número de teléfono. De esta forma, si hacemos que el usuario inicie sesión o introduzca este dato, podemos hacer un seguimiento de toda su interacción online con nosotros y atribuir de manera real la influencia de cada punto de contacto sobre la decisión de compra, o la pérdida del cliente en el peor de los casos, lo que nos permitirá saber dónde debemos mejorar.

En cuanto a qué dato escoger, lo más fácil es el correo electrónico, pero ojo, cada vez más tenemos varias cuentas de correo diferentes y proporcionamos una u otra según su uso. El número de teléfono móvil parece un dato más personal y menos susceptible de cambio en el tiempo, pero también es un dato que suele estar en un nivel superior de permisos para un usuario, o lo que es lo mismo, algo que muchos usuarios no nos van a dar “por las buenas”.

Otra opción es utilizar el llamado “Social Login”, es decir, asociar la cuenta del usuario a su cuenta en una de las redes sociales más populares (Facebook, Twitter). A nivel usabilidad puede simplificar el proceso de inicio de sesión, sobre todo en dispositivos móviles, aunque debemos pensar si nos compensa realmente introducir esta opción, algo de lo que hablaremos en otro post más adelante.

A modo de resumen, el objetivo de todo esto no es otro que tener identificado al usuario, lo que nos va a permitir entre otras cosas:

  • Ofrecer una experiencia de consumidor fluida y coherente en todos los puntos de contacto del cliente.
  • Atribuir de forma correcta la influencia de cada uno de estos puntos de contacto en la decisión de compra, no sólo al que realiza la venta.
  • Identificar oportunidades de mejora en el proceso de compra y en la posterior atención al cliente.
  • Realizar campañas cross-channel con mayor personalización y seguimiento del usuario, de forma que cada punto nuevo de contacto no es un simple impacto publicitario sino un impulso hacia la decisión de compra.
Eduardo Letosa
Eduardo Letosa
Enganchado al Marketing, sobre todo al Mobile y a la experiencia de cliente. Alumni del IE Business School, ex Market & Product Manager y convertido en emprendedor. Casi nativo digital.
Recent Posts
Showing 5 comments
  • Jamesbiz
    Responder

    As you will inevitably learn on your path to losing weight, effective weight loss is not only about watching what you eat, but much more about changing your lifestyle. This means changing your habits and how you approach your day-to-day life. Read this information to help you throughout the process.

  • TimothyPak
    Responder

    Sleep apnea is a very difficult thing to live with, both for the sufferer and for people living and sleep with him or her. If you fit into either of these categories, then you know just how frustrating it can be. Read through the tips found in this article to learn the best way to survive this problem!

    If you are unsure whether or not you have sleep apnea, consider setting up an audio or video recorder next to your bed. When you review the recording, watch or listen for choking, gasping or other signs that you are not getting enough air as you sleep. Present your findings to your doctor if you suspect that you do have apnea.

    Adjust your CPAP machine. Most machines come with default settings that might not correspond to your needs. You should be able to regulate the airflow: try different settings and choose one that seems to work for you. If you feel like your machine is not working like it should, try changing the settings again.

    If you suffer from sleep apnea and you use a CPAP, carry your medical ID. If you need medical attention, it’s vital that the people treating you know about your condition and that you use a CPAP machine. Your ID should tell people about your sleep apnea, your use of a CPAP, and the proper pressure level for it.

    Understand the effects that smoking and drinking alcohol have on sleep apnea, if you are trying to get a grip on your quality of sleep. Smoking enlarges airways, while alcohol can relax them too much, both of which will contribute to the symptoms of sleep apnea severely. Consider making the necessary cut-backs that will cut down on your sleep problems.

    If you think that you may have sleep apnea, set up a video of yourself as you sleep. Just be sure that the video recorder has sound capability. When you wake up, look at the video, and if it seems like something other than snoring is going on, it may be time to go to the doctor.

    If you have been diagnosed with sleep apnea, it is important to avoid drinking alcohol. Alcoholic beverages will relax the muscles in your throat, which makes it more likely that they will block your airway during your sleep. At the very least, avoid any alcoholic beverages in the evening before you get ready for bed.

    You can reduce sleep apnea with exercises to strengthen throat muscles. Sleep apnea is often caused by the tissues in the throat, which can relax and collapse while you sleep. When your muscles strengthen, their chances of collapse and airway blockage go down.

    If simple changes in your lifestyle, such as regular sleep hours and losing weight, have not eliminated your sleep apnea episodes, it is time to consult with a sleep specialist. The specific causes of your sleep apnea can be evaluated, and an individual treatment plan can be designed for you.

    Life after your CPAP diagnosis may seem overwhelming at first. However, there is a lot of help to be found if you look for it. This article has shared just a few easy ideas for dealing with your sleep condition. Start applying these today, and you will feel more in control of your life in no time.

    [url=https://www.viagrasansordonnancefr.com/]viagrasansordonnancefr.com[/url]

  • Jefferyphath
    Responder

    If you have been feeling stressed lately, but you are not sure how to deal with it, the advice in this article can help. Feelings of stress are increasingly common in today’s world, but there are ways to help. This article will teach you some easy ways to overcome your stress.

    [url=https://www.acheterviagrafr24.com/viagra-feminin-forum-internet/]viagra feminin forum internet[/url]

  • Angelohob
    Responder

    Do you feel like you have tried everything possible in order to lose weight? You are not alone–many people have the same problem. The following article is designed to give you tips that you may not have even known existed. By following these tips, you will reach your weight loss goal in no time.

  • CaseyDag
    Responder

    Some people, especially those running on busy daily schedules tend to use the pills to help maintain weight since they can not afford to follow all the diet programs. This is not advised. It is recommended that one seek advice from a professional in this field before using the pills. This can save one from many dangers associated with the misuse.

    The diet pills should always be taken whole. Some people tend to divide the pills to serve a longer period of time. This is not advised and can lead to ineffectiveness. If it is required that one takes a complete tablet, it means that a certain amount of the ingredients are required to achieve the desired goal. It is also recommended that one does not crush the pill and dissolve it in beverages. Chemicals found in beverages have the potential of neutralizing the desired nutrients in the pill thereby leading to ineffectiveness. The best way to take the tablets is swallowing them whole with a glass of water.

    The diet pills speed up the metabolic processes. This is the key factor that leads to the burning of all the fats in the body. This means that one passes out lots of urine, which subsequently leads to dehydration. It is imperative that the user take lots of water round the clock. This will help curb dehydration, which can lead to health problems. In addition to that, water offers the required medium for the function of the nutrients and elimination of the fats.

    When buying the review of diet pills, it is imperative that one gets the most recommended dose. People tend to compromise the quality and effectiveness of the tablets due to the variation in cost. The low priced pills depict poor quality, which means their effectiveness is not reliable. Some have also been found to cause health problems. The dose should also be taken as recommended. Over dose will not speed up the process but rather lead to complication. This will increase risk of side effects. If the taking of the pill is forgotten, do not take more to compensate for the lost time.

    The diet plan enclosed with the diet pills has also to be followed. According to the requirements, the termination of the diet must be done even with no results. This means your body is irresponsive.

Deje su comentario

Escríbenos

Ilegible? Cambiar captcha. captcha txt
Medley Marketing & Design