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As opposed to multichannel, which begins with the company and moves outward to channels, omnichannel starts with the customer and interacts between channels for a seamless user experience across the buyer’s journey. Omnichannel uses all of your channels to create one integrated experience for your customers. This includes traditional and digital channels, point-of-sale, and in-store and online experiences. The term emphasizes a shift in the way people progress throughout the marketing funnel.

Here are a few examples to illustrate how omnichannel marketing works:

• Customers receiving an email or a text message about a promotion while they are in-store shopping.
• Customers receiving a text about a promotion along with physical coupons left in their mailbox.
• Customers receiving a cart abandonment message reminder via social media and following up with retargeting ads for their abandoned product.

What exactly is design thinking? Design thinking is a process for creative problem solving that has a human-centered core. It is a methodology to drive innovation and encourages businesses to focus on the people they’re creating for, which leads to better products and services. Design thinking is a tool to help marketers break out of their routines, bring change, and generate more significant innovations that take us beyond current results. A brand’s interaction with its consumers cannot be driven by company goals alone. They must be designed to fit consumers’ ever-changing needs. Here are the three significant elements of design thinking: 

1.     Empathy and a human-centric approach to understanding what’s needed

2.     Ideation and practicing divergent thinking to get past obvious solutions

3.     Experimentation and prototyping to move ideas forward

 (https://www.skyword.com/contentstandard/creativity/how-design-thinking-can-help-marketers-find-creative-solutions-from-customer-insights/)

Your customers are the most crucial aspect of your business. Without your customers, you’ve got no business. That’s why your customer experience is so essential when it comes to your brand. Consumers are paying attention to experience more than ever before, which puts a lot of pressure on customer experience professionals to improve their delivery. A positive customer experience results in making your customers happy, which leads to additional revenue. The impression you leave with your customer results in the way they will continue to think about and talk about your brand to others. In order to offer exceptional service, you should consider the following:

1. Create a user-centered design for your website, product or service that is built to cater to your users’ expectations and needs
2. Offer a personalized experience to your customers
3. Provide a clear, straight line to a resolution

Critical thinking is the process of analyzing, synthesizing, or evaluating information gathered from observations, experiences, or communication, as a guide to action. Marketing is defined as the activity and process of creating, communicating, and delivering information that has value to customers. Everything from reviewing data to generating strategies takes intellectual ability and needs to be carefully analyzed. Critical thinking pushes marketers to learn how to strategically predict future market trends and effective ways to advertise products and services. Conducting research is essential for the creation of a marketing plan. And in order to successfully interpret research data, marketers must be able to use critical thinking to analyze the information and make final decisions.

What exactly is a mission statement? A mission statement is a short, written statement of a business’s purpose that identifies the scope of its operation, what type of products or services it provides and its values. Having a company mission and vision helps provide employees with a purpose and outlines the company’s business goals and can be used to shape the culture of the organization. When writing your mission statement, you should focus on targeting your customers, your employees, and potential business investors. A well-written mission statement can be used as a public-relations tool to attract media, engage a specific audience, and develop a business partnership with similar companies.

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KPIs are numerical marketing metrics that companies use to explain how they’re progressing towards their marketing and business goals. There are several specific KPIs that you should be tracking to execute a more successful marketing campaign. 

Keep in mind, most key performance indicators will be:

1. Actionable
2. Directional
3. Practical
4. Quantitative 

But how do you choose the best marketing KPIs for your business? To help determine what your marketing KPIs should be, ask yourself these questions: 

· What are your end goals, and what do you hope to achieve by improving these KPIs?

· Why do these outcomes matter to your brand?

· What will you need to do to track and measure progress towards your KPIs?

· How can you influence your business’s outcomes?

· How will you be able to define whether you’ve reached your goal?

The development of a social media marketing strategy helps summarize everything you plan to do and hope to achieve on your social media. It guides your actions and lets you know whether your strategy is successful or not. The more specific your strategy is, the better. Here are the steps you need to take to develop a successful social media marketing plan:

1. Set S.M.A.R.T. Goals and Objectives and track meaningful metrics
2. Research your audience and create audience personas
3. Research your competition and conduct a competitive analysis
4. Conduct a social media audit and examine your current efforts
5. Set up and optimize your accounts 
6. Find inspiration to help you create valuable content
7. Create a social media content calendar
8. Test, evaluate and adjust your strategy as needed

In today’s world, we have constant widespread access to connected devices such as personal computers, digital video, webcams, smartphones, smartwatches, etc. Most of the information we receive and the people we communicate with are via the internet. Social media are the online means of communication, collaboration, and cultivation among interconnected communities and organizations. Social media marketing is a form of internet marketing that refers to the process of connecting, increasing web traffic, and spreading messages through social media sites. Marketing through social media enables marketers to connect with their audience, improve communication with key audiences, build their brand, increase sales, and drive traffic to their website.

Predictive Analytics is a technology that learns from experience (data) and predicts the future behavior of individual customers to drive better marketing decisions. Predictive Analytics uses computerized Artificial Intelligence that analyzes historical data machine learning algorithms in real-time to make predictions on the likelihood of events. These predictions can help determine how customers will react to marketing messages and make purchasing decisions, as well as optimize asset performance to improve business efficiency. With the use of these predictions, business’s gain competitive advantage, reduce risk, reduce cost, and increase production and operational efficiency. In addition, this helps understand what customers want and can take customer insights to a new level.

A brand extension is a new product category introduced under an existing brand name. An existing brand that gives rise to a brand extension is referred to as a parent brand. Extending a brand outside its core product category can benefit the brand by helping evaluate product category opportunities, identify resource requirements, lower risk, and measure a brand’s relevance and appeal. Brand extension aides in reinforcing and building upon significant brand associations and extending the brand’s reach and connection to potential customers. In contrast, brand extensions can also come with risks. These risks include creating brand confusion, tarnishing the quality of the image, or creating new, unwanted brand associations.