So, let’s talk a little about omnichannel. Omnichannel is a very current theme and is talked about by those who work with strategic communication, brand, and business communication. Before that, we need to talk about brand presence.
Today, we know that brands need to be present in the consumer’s mind and everyday life. We have an explosion of new channels. There are many new channels of communication.
You can see that nowadays, brands communicate with their customers through TikTok, Instagram, YouTube, Reels, e-mail, SMS, Dark Social, WhatsApp, mass media, sales points, and apps, there are many channels of communication, and brands have changed. You see, McDonald’s has those red and yellow colors because red excites and makes you eat faster, and yellow stimulates hunger. Yellow makes you hungry, and red makes you eat fast and leave.
McDonald’s is changing its colors. Why? Probably because they no longer want you to eat fast and leave.
The greatest value that a brand has today is to keep you. The longer one relates to the brand, the more powerful it becomes. Because the greatest value you can have nowadays is the attention, the relationship with the brand.
So, now we have a new customer journey. Let’s think about this. How do people buy nowadays?
In the past, you needed a product, you heard of a product through mass media, and you'd go to a store and buy it. Today, let’s talk about the actors we have in the market and why we need to look at each of them more carefully. We have, for example, shopping influencers.
I think about this. I have a daughter, and nowadays, with so many channels, like WhatsApp, where parents chat, and so many networks, and various activities in different locations, like school, neighborhood, and courses. Every day there’s a birthday.
Therefore, a child may be considered an influencer. Because of my daughter’s friend’s birthday, I need to buy a gift. However, I have allies.
If I enter an Amazon store, for example, or any other online store to look for a gift or even a physical store, I have allies on my cell phone, people who classify it with stars or tell me if the product is good, or it’s bad, don’t buy it. So, they are allies in the purchase. Those that work in sales need to understand that people are giving opinions on their brand, and these people can be their allies.
You have purchase decision-makers. These could be, for example, a father or a mother who is going to buy a product, and one of them decides, no, let’s buy something educational, this one is not good. So, there’s the person who’s going to decide what the purchase will be.
They might say, buy this, because our budget this month is tight. And then you have the buyers, which are those that will effectively make the purchase. And you have the vendors.
Besides all this, you also have the sales platforms, which have bots that launch sales promotions and indicate to us that a person who bought this product also bought this other one. That's why nowadays we don’t talk about social media in terms of people. We talk a lot more about actors because bots are social media actors too.
And we need to pay attention to that. So, let’s close by explaining what omnichannel means. It means, many channels, or multi-channels.
Omnichannel are strategies that enable stores to understand that the consumer has a particularly long and unique journey. So, not everyone goes to a store to buy. There are people who will want to buy through an app and receive it at home.
Others will prefer to pick it up at the store. Others will buy at a digital kiosk. Others will buy through a click in an e-mail.
Therefore, the brand needs to be present in all these channels and understand that there are different forms of purchasing and paying. So, omnichannel is all these different forms of interacting with and purchasing from the brand, and brands need to be aware of all of these different contact points with their customers, and not just wait for them to come into their physical store. See you, next class.
