The best omni-channel marketers are the ones who acknowledge the shifting customer journey and take advantage of the connectivity it brings consumers. People consult multiple online and offline sources before making a purchase. How do marketers keep up with that? While top marketers are embracing omni-channel, many others are still too focused on optimizing individual channels in isolation. True omni-channel success means we need to focus on people, not platforms, and marketers must own and control the entire customer journey at every touch point: online, in-app, in-store, and over the phone. Here are 6 facts to help make you a better omni-channel marketer.

Keeping pace with customers is a big concern for top-performing marketers.

In Salesforce’s 2016 State of Marketing report, top-performing marketers identified “keeping pace with customers” as a top concern. They recognize that consumer preferences, marketing influencers, and technology use are constantly in flux, making it that much harder to keep up. With omni-channel marketing, the customer’s experience always needs to be top of mind.

Top marketers say a customer journey strategy is critical to the success of their overall marketing.

88% of top-performing marketers in Salesforce’s report recognize that having a customer journey strategy is critical to marketing success, and 73% say it’s positively impacted overall customer engagement. By committing to mapping out how customers engage with their business, marketers are better able to understand the role both online (mobile, email, PPC, display, social, etc.) and offline (in-store visits, phone calls, etc.) sources play. Only then can you integrate your content, messaging, and brand experience for individuals across every channel they consult.

People often purchase from a company other than the one they intended because of information received in a micro-moment.

Google’s study on winning omni-channel shoppers discusses how micro-moments can reshape the customer journey. Because we now consult a wide range of sources before making a purchase, we are more open to influence within these micro-moments and can change our mind in an instant – even for the most brand-loyal. Omni-channel requires marketers to know this, adapt to it, and engage consumers as people despite the channels you use to reach them.

The majority of purchases following a mobile search happen offline.

comScore found in their Local Search Study that the majority of purchases made after someone conducted a mobile search did not happen online. Instead, 73% happened in a physical store and nearly 1 in 5 happened over the phone. To attain omni-channel success, marketers must recognize two key things. First, that mobile plays a pivotal role in bridging various marketing channels. Second, that mobile search in particular influences action offline (and we need to find ways to accurately track in-store visits, attribute customer calls, and connect them within the omni-channel journey).

Customer calls will have a part in influencing more than $1 trillion in U.S. consumer spending.

Research from analyst firm BIA/Kelsey shows that customer calls, from both mobile and landline, will play a role in influencing more than $1 trillion in US consumer spending in 2016. Mobile especially is a driving force in the growing number of calls to US businesses: There will be over 100 billion calls generated from mobile marketing this year. Successful omni-channel marketers are using call attribution and conversion technology to optimize the impact of these calls.

Only half of marketing leaders rate their ability to create personalized omni-channel customer experiences as excellent/above average.

Salesforce’s report emphasizes how important the customer experience has become to marketers, indicating they are growing more aware of the importance of omni-channel and creating a holistic view of customers. But right now only 55% rate their ability to create omni-channel personalization as excellent or above average. While it’s a strong start, it’s only half of all marketers. In 2016 we’ll hopefully see this figure continue to increase.

Omni-channel remains a buzzword for many – but marketers can no longer afford that. Read about omni-channel marketing pitfalls you should avoid, or contact us to learn more tactics to improve your omni-channel strategy.