ICT has progressed to a point where it makes no sense for businesses to use single or one-dimensional channels. Today, the advent of social networks, social media and other interactive platforms means any sized business in any sector or industry can extend its reach to a wide audience immediately. Omni-channel communication has become the order of the day.
Omni-channel communication involves the use of several platforms, often simultaneously, including print, e-mail, social, SMS and MMS.
Fred Steinberg, Managing Director of Communication Genetics, a leading provider of customer communication solutions, believes omni-channel communication makes sense because it offers so many more ways to engage the customer, and these all promote interaction.
"This type of communication is directed at a wide base but can be personalised, so individuals feel as if they're the only ones being spoken to. It is a very effective means of interaction, and because these are all digital platforms, they are, by default, responsive. More businesses are beginning to tap into the potential that social platforms like LinkedIn, Facebook and Twitter offer, realising the intrinsic value of channels that are pervasive, dynamic and powerful," says Steinberg.
"Despite some of the more traditional business environments, like banking and financial services, still struggling to get to grips with social media and applications, the truth is that any credible business today cannot ignore the benefits of the omni-channel approach," says Steinberg.
One of the main advantages most markets are now familiar with is that of being able to 'brand' this communication - in other words, tailor this communication to reflect the business, keep it fresh in the minds of recipients and basically use it as a form of consistent, low-cost but always accessible advertising.
The reality is that to continue operating, sustain performance and indeed capture market share, businesses must embrace digital tools and leverage these channels to integrate processes and procedures that form part of their core business.
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