It’s a familiar story: brands need to manage omnichannel communications. Marketers have heard this message since email, the web, and social media marketing were new. But now, there are three key differences.
- Massive expansion of available channels
- Rapid consumer acceptance of new channels
- Incredible diversification of customer channel preferences
All three of those are visible in a new eMarketer report that landed yesterday, proclaiming that The Best Way to Contact Users Is Every Way.
In 2016, three channels — SMS, email, and app — covered 90% of how loyalty club members preferred to be contacted. In one short year customer behavior has changed so drastically that it now takes six separate channels to match that same 90% chunk of customer behavior.