Customer Experience in Marketing: How to Effectively Integrate Online and Offline Channels

16 December 2016

Harmony makes small things grow, lack of it makes great things decay.


In the ever-evolving world in which we live, it’s important not to get wrapped up in any one channel, space or way of thinking. The pace of development has quickened, in both the online and offline space, and the gap between the two is quickly merging into a confusing yet beautiful Picasso-esque blur.

As we increasingly live our lives half-in, half-out, it is vital for businesses to integrate online and offline channels in order to improve and personalise the overall customer experience.

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Discover Your Multi-Channel Match

Identifying complementary channels encourages a deeper understanding of the whole user journey, allowing you to enhance experiences and increase engagement in one channel based on data gathered from other channels, creating a harmonious and connected multi-channel user experience.

Only 14% of organisations say they are currently running coordinated marketing campaigns across all channels. (CMO by Adobe, Three Issues Hindering Progress In Multichannel Marketing)

This staggering statistic highlights the difficulty organisations have in successfully integrating their various marketing channels. The best way to decide which channels work well together is to determine the optimum ways in which to have a continuous conversation with your customer, which should also spark a few ideas on how best to carry out an integrated campaign in reality.

A study by Google found that retail marketers can boost conversions by 16% by using cross-device marketing.

However, it’s more than simply using the same content across all of your channels, it’s about understanding the variety of journeys a person may take and the numerous devices they may be using before becoming a lead, and certainly before transitioning from a visitor into a paying customer.


For example on-site advertising can be used to encourage users to download your mobile app, your mobile app may send push notifications of current offers when a user is nearby, in-store promotions may tempt visitors to sign up for your newsletter – it all depends on what works for your service, product and business as a whole.

Set Data-Driven Goals

Analysing past data gives insight into existing user journeys, aiding in pinpointing areas of weakness, whilst also providing the information required to set realistic goals.

Whilst reviewing past data it can save time to plan how to measure progress going forward. An example list of areas to track may look something like this:


  • Page views
  • Average session duration
  • Most visited pages
  • Where visitors come from/ acquisition
  • Offers/ voucher codes used
  • Leads generated
  • Conversions
  • User journeys/ behaviour flow
  • Keyword rankings

Mobile/ app

  • Time spent in app
  • Acquisition
  • Session duration
  • Offers/ voucher codes used
  • Conversions


  • Click through rate and links clicked on
  • Conversions


  • Store visits/ booth visits
  • Phone enquiries
  • Offers/ voucher codes used
  • Leads generated
  • Conversions

Remember, it’s not about simply taking note of the numbers, it’s about identifying where bridges can be built and strategies improved to boost these figures on an on-going basis.

Harvest Data Wherever Possible

Use your channels to gain as much insight into your customer base as possible. Whilst your website, social media and email marketing analytics are a data goldmine, there are various other opportunities to collect information, including:

  • Social media polls
  • In-store feedback forms
  • Email surveys

The more data you collect, the more information you have to work with, which is why a mixture of quantitative and qualitative approaches produce such valuable results. Whilst quantitative research is often seen as more trustworthy, qualitative research is incredibly valuable, especially when it comes to marketing.

A 2016 study conducted by Cintell found that ‘high performing companies were 2.3x as likely to research the drivers and motivations of their buyers’ whereas ‘70% of companies who missed revenue and lead goals did not conduct qualitative persona interviews.’

Conducting market research can be a cost-effective and efficient way to help drive the development of both online and offline customer journeys, revealing correlations you may not otherwise have noticed.

What I’m trying to say is that you should start building bridges – between online and offline, from channel to channel, between consumer and brand – to create a consistent, engaging and effective overall user experience.

Having a bigger picture approach and using all of your channels in a more streamlined and personalised way helps not only to generate leads for sales but also looks at the entire relationship between customer and brand to ultimately boost conversions.

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