When being omnipresent is a must for brands: omnichannel marketing

Omnichannel strategies and digital marketing are a trend that has come to stay. Customers relate with brands in a different way and new relationships between them are being established. However, what appears to be an opportunity may become a risk if not managed correctly. 

The new challenge for the marketing strategy is to offer a multi-channel, transparent, customised and homogeneous experience. In a customer journey that has become increasingly long and with a greater number of points of contact (online and off-line), an omnichannel strategy appears as a response to a demand for more and better communication.

In this new paradigm, the Postgraduate Course in Digital Marketing, Social Networks and Omnichannel Conversion is being reinvented, training marketing professionals in the latest trends in the sector and providing students with comprehensive knowledge of brands’ different communication channels and tools. 

Pepa Romero and Pedro Jesús González, marketing experts and course directors, tell us more about the programme and the new trends in communication. 

Pepa Romero - Postgraduate Course in Customer Experience Excellence - IED Madrid

Pepa Romero

Expert Principal Digital Solutions in Minsait by Indra Customer Experience and Interaction

Pedro-Jesús-González-ied-madrid

Pedro Jesús González

Specialised in Digital Consulting, Online Marketing and Advertising and Online Media Planning


The consumer profile is not static and brands must adapt to the new social consumer. What role do social networks play in brand communication? How do they relate to other channels?

What’s happening at the moment, and has been in fact for a while now, is that decision-making processes relating to brands are getting longer. Both in time and in the number of media and channels in which the user participates. 
For example, a few years ago, in order to book a holiday people looked at three websites on their computer. Now, they may perfectly look at nine or ten, from two or three devices. This is due to two phenomena. Enormous use of mobile phones (more devices, more connection time) and the use of social networks and messaging apps (more content received but always in a proactive manner). This creates loads of opportunities for brands and also risks for those who do not know how to adapt.

As experts in social networks, what are the most powerful networks today? Where is the future of social media heading? Have we seen everything?

Over the last two or three years, there has been a very sharp concentration between Google and Facebook. 
Facebook is the absolute winner of the "social" game. In June 2017, it reached 2 billion active monthly users, with 66% of them using it daily (compared with 55% when they reached 1 billion). The second is YouTube and the third, fourth and fifth are also owned by Facebook: Instagram, Facebook Messenger and WhatsApp. Although it continues to grow, Twitter is growing very slowly in comparison and is ranked at number six. 
This leads us to the other major trend in social media over the last year, which is that a large part of the conversion and the content that is shared (83% according to some sources) occurs in messaging apps. Brands are not there yet massively. It is a genuine opportunity, but one which implies a very different working approach.

The Postgraduate Course in Digital Marketing, Social Networks and Omnichannel Conversion is a full training course on the current and future digital communication of brands. What course contents would you highlight?

The course aims to provide a full overview of many aspects related to the digital marketing environment. We aim for the students to truly achieve a global overview of strategy and the disciplines. A course such as this requires a constant refocusing of contents and teachers in order to keep it up-to-date, and that is what we are doing. 
By way of example, the entire area of influence marketing has been growing in the course in recent editions, as is the case, of course, with mobile marketing and advertising on social media, following the actual development of the digital environment since we started up the course seven years ago.

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