Omni-Channel Marketing Management: A Guide - Gorilla Corporation

Omni-Channel Marketing Management: A Guide

Remember way back when most houses had a ‘computer room’?

A whole room or office dedicated to a singular online device. You’d go in, do the required amount of internetting, then leave – resuming your day in a relatively offline manner.

…How times change. As you read this, I’m willing to bet you’ve got at least 2 or 3 internet-connected devices within arm’s reach – a laptop, a phone, maybe a tablet or smartwatch – all of which work to keep you permanently online and connected.

In the days of the computer room, marketers could only reach users whilst they were sat at their desktop. This meant online marketing was simple yet limited to standalone channels such as to on-site banner ads and email marketing. Compare that to today, where end-users require cohesive omni-channel marketing experiences – stretching across all their devices and channels – to reach conversion.

Let’s take a closer look at creating and managing a robust omni-channel marketing experience that resonates with your buyers.


Approaching Omni-Channel Marketing


Staggeringly, 21% of B2B marketers still report a lack of understanding on how to develop omni-channel marketing campaigns. Another 11% state it’s difficult to roll out cohesive omni-channel marketing campaigns. Even more troubling, a whopping 45% of marketers feel they lack the necessary talent to master omni-channel marketing.

Many marketers fall short with omni-channel as they don’t fully commit to the idea. They dip their toes into it, maybe try a multi-channel campaign here and there to see how things go. This, unfortunately, can leave marketing efforts even more fragmented than before. Creating a cohesive omni-channel system will ripple through all departments and fundamentally alter any pre-existing campaigns – and that’s a good thing.

A successful customer-centric omni-channel marketing experience will focus on two key aspects:


  • A solid lead generation strategy that accounts for a constantly evolving B2B landscape
  • A solid focus (from all departments) on all phases of the sales funnel, even after a purchase has been made.


Proper planning and thought are key to gaining the interest and confidence of B2B buyers. Your campaign must reach decision-makers at every touchpoint – meaning you must select your channels carefully.


Choosing the Right Channels


Not everyone has the behemoth marketing budgets of Microsoft, Apple or Samsung, meaning any cohesive marketing experience you create won’t dominate every marketing channel at once. Instead, you must pick and choose a select few marketing channels that make the most sense to your business, and your buyers.

There are a number of factors to take into consideration when looking at potential channels. For example:


  • The percentage of your target audience actively using the channel
  • Cost effectiveness of the channel
  • How well the channel suits your business
  • Opportunities for growth within said channel


Ultimately, the channels you choose for omni-channel marketing should be those that provide the hottest, most relevant leads at the lowest cost.


Managing Omni-Channel Marketing


Once the omni-channel marketing campaign is created, marketers must keep track of channel KPIs to keep the campaign focused on the most effective channels. Below are the most important KPIs to track for each campaign goal:



  • Conversion Rate
  • Leads Generated
  • Return on Investment (ROI)
  • Cost Per Acquisition (CPA)


Brand Awareness:

  • Website Traffic
  • Cost Per Impression (CPI)
  • Social Media Engagement Metrics


Brand Advocacy:

  • Online Review Scores
  • Net Promoter Score (NPS)


Customer Retention:

  • Customer Lifetime Value (CLV)
  • Customer Churn Rate


Clearly defined KPIs must be set at the start of every omni-channel campaign. By tracking which channels provide the most value to the campaign, marketers are able to focus on what’s working and disregard the channels that aren’t. By concentrating available resources on dominating the channels that are providing the most value, you’re able to provide the seamless experience your buyers are hoping for.


For more in-depth information about creating a cohesive omni-channel marketing experience for your channel, contact the experts at Gorilla by clicking here.