How do brands find the right customers online and make the customer experience more personal? Creating an integrated customer experience through an omni-channel approach is the way to connect the dots according to Appnovation. Telum spoke with Chandni Motwani, Strategy Director, APAC of Appnovation to find out more.

How can omni-channel experiences help brands achieve more personalised ads once third-party cookies have been removed?
An increased demand in user privacy standards provides an opportunity to forgo the easy, but the less effective reliance on third party cookies to target customers. A renewed focus on first-party data helps companies use contextualised marketing by understanding where their customers are and what they truly value, rather than targeting a generalised type of behaviour. Omni-channel strategies and tools enable companies to track and support their customers from O2O, across multiple platforms and physical places, which enhances the quality of first-party data and therefore leads to more personalised targeted ads.

What kind of automation tools can PR professionals use to deliver omni-channel experiences, and can you give some tips on how to use them?
Marketing automation solutions that integrate data across multiple channels helps PR professionals be at the right place at the right time. Tools such as cloud Salesforce, Marketo, Pardot and Eloqua enable marketers to develop a more comprehensive view of prospects and customers since the tools will draw from all data stores across the company, not just their marketing database. Identifying where brand impressions and critical buying decisions are made across a customer's O2O journey enables PR folks to plan for a customised PR strategy by seeding the right content and messages to the right customers in real-time, providing a seamless experience and therefore increase conversion rates and customer delight. 

For more insights, read the full report here and check out Telum's webinar on the death of cookies.