What action should marketers take to start implementing omni-channel marketing?

Implementing omni-channel marketing requires a holistic understanding of the customer journey and how customers interact with a brand across various touchpoints. Reassessing the way marketers onboard new customers is essential because the onboarding process sets the foundation for the customer experience. It involves gathering information, providing relevant communication, and ensuring that customers feel engaged from the very beginning.

By carefully examining the onboarding process, marketers can ensure that they are integrating multiple channels effectively and that the messaging is consistent and tailored to individual preferences. This step helps in creating a seamless experience that encourages customers to interact with the brand across different platforms, which is a key component of omni-channel marketing.

Engaging through the onboarding phase allows brands to collect valuable early data on customer behavior and preferences. This information can be used to optimize future communications and marketing strategies, ensuring that customers receive a personalized experience regardless of how they choose to interact with the brand later.

In contrast, reviewing Google 360 data, organizing first-party data, and prioritizing responses to customer reviews, while all beneficial actions, do not directly lay the groundwork for omni-channel marketing as effectively as reassessing the onboarding customer experience does.