DMA: Data and Marketing Association
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Course Details

Omnichannel Marketing: Your Communications Plan for a Seamless Customer Experience

Learn the tricks to deliver a seamless customer experience, improve value for your customers, and improve ROI by optimizing your omnichannel communications strategy.

$599 non-members $999 Take This Course

Course Description

Learn the practical tools and skills to help you optimize your communications strategy to create better value for your customers and a better ROI for your business. Marketers have the ability to reach customers and prospects across an amazing array of channels and outlets. But how do you create a seamless customer experience? Which channels are right for your Brand or business? This course will give you the strategic tools and insights for selecting the right message for the right customer in the right channel.


  • Develop an effective marketing plan and omnichannel communications strategy to achieve your business goals
  • Identify key business prospects and create a relevant and effective selling message
  • Identify relevant channels for reaching your key prospects / transmission
  • Evaluate and utilize data and tools to measure success


Linda J. Luca
Adjunct Instructor Integrated Marketing Communications Gabelli School of Business, Fordham University Read Biography »
James Fink
CEO/Managing Partner Optikal Read Biography »

Continuing Education Units

  • 9 credits

Week 1: Planning an Omnichannel Communications Campaign and Setting Goals

  • Why is an Omnichannel Communications Campaign important for your business?
  • Advantages and challenges
  • Setting goals: Measureable marketing objectives and strategies and KPIs
  • Defining the role and objective for communications to help achieve the marketing objective
  • Examples

Week 2: Understanding your key Prospect and their Path to Purchase/Customer Journey

  • Going beyond standard demographics to identify the best prospects
  • Uncovering an insight or finding the common needs, desires, lifestyles that unify a market segment
  • Creating a conceptual target and/or business persona
  • Usage and impact on your selling message and communications

Week 3: How does your business stand out? Creating a competitive, relevant and differentiated Selling Message

  • Mapping competitive claims
  • Importance of being single-minded and focused
  • Uncovering the true end benefit (rational vs. emotional)
  • Building a message hierarchy
  • CTAs

Week 4: Mapping the Customer Journey & Channel Selection

  • Why is mapping important?
  • Customer Journey & Customer-centric Marketing Definitions
  • The Challenges of Mapping
  • Building a Single Customer View
  • Static Components & Dynamic Components
  • Touchpoint Engagement
  • Device and Context
  • Engagement Channel
  • Touchpoint Sequence
  • Content Consumed/Action Taken
  • Engagement Timing
  • Best Use of Channels
  • Using Social Media to Tell a Story
    • Facebook
    • Twitter
    • Instagram
    • Pinterest
    • Snapchat
  • Direct Mail
  • Email
  • Display/Banner Ads
  • Measuring Engagement

Week 5: Optimizing Campaigns & Identifying Data – How to Measure Results

  • Optimization
  • Types of Campaigns
  • Predictive Analytics
  • Attribution Model
  • Personalization Strategies & Case study
    Identifying Data

  • What is Data?
  • Customer Data 1st &3rd
  • Definition and Challenges of Big Data
  • Challenges
  • Breaking Big into Small data
  • RFM data
  • Cases
    Data Analytics & Testing

  • Analytics & statistical relevance
  • HV customers & prospects, why they matter
  • Optimization

Week 6: Maximizing Customer Lifetime Value with Your Omnichannel Communications Plan

  • Best-in-class examples
  • Moving from awareness to conversion to purchase to advocacy
  • Measuring UP (how to evaluate for success and effectiveness)
  • KPIs, CTR, Leads, conversions, etc.
  • Guide for team building and managing the process of Integration

Outline is subject to change.

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Interested In Taking The Omnichannel Marketing: Your Communications Plan for a Seamless Customer Experience Course?

Next Available Courses

September 12 - October 17, 2018 1:00 pm - 2:30 pm EST (Every Wednesday) Online Register

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