This is an extremely important and useful topic, especially for small and medium-sized businesses that are in the process of Digital Transformation. In this article, A1 will summarize the main and important points from Ms. Kaelyn Trinh’s sharing about

The OmniChannel ModelThe customer journey in the OmniChannel ecosystemThe Messy middle model and how to apply this model to the business.

Watching: What is Omni channel


What is Omni-channel

?Omni-channel is an omnichannel customer outreach model that focuses on providing a seamless, integrated experience for sales.

With the Omni-channel model, products are synchronized across sales channels and operate smoothly on one management system. Drive customers to shop more, have a seamless experience anywhere, whether customers are online using mobile phones or laptops, on e-commerce platforms or in stores.

3 main keywords for omnichannel marketing: omnichannel, multipoint marketing and centralized management.

Why should Vietnamese businesses start implementing the omni channel model


The golden time of Vietnam’s economy 2021

2020 is the best time for Vietnamese businesses to start implementing the omni channel model. Because this year, besides the bad news about the epidemic situation, Vietnam also received two good signals:

Firstly: Vietnam is the first country in Southeast Asia to recover from the quarantine state and is praised on a worldwide scale Second: The digital revolution in consumer behavior has changed drastically change consumer habits after quarantine

According to recent behavioral reports:

75% of respondents answered that they would maintain online shopping more63% answered that they would use food ordering services more44% would buy more online instead of going to brick-and-mortar stores ,

In short, for businesses with only physical stores, you will lose a lot of customers compared to businesses with both online and offline platforms.

3 Factors that help Vietnam promote omni-channel deployment

Currently, the economy in Vietnam has converged with all 3 necessary factors to be able to implement Multi-Channel Digital Transformation:

The weather: The outstandingly fast recovery of the Vietnamese economy, helping to create an ideal model for buying and selling activities. Location: Online shopping or research has become the “new normal” of consumers in Vietnam. Nhan Hoa: An extremely large partner ecosystem with effective solutions, always ready to help businesses deploy and promote multi-channel digitization.

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The Messy Middle – New customer journey in the era of Digitization in the omni channel ecosystem

To be able to deploy omni channel, businesses need a thorough investment in Strategy, Resources and Information. And one of the important factors businesses need to understand before planning an omnichannel strategy is about Customer Journey.

With the development of omni channel, consumers can actively or passively absorb information about products and brands at any time and anywhere, especially on connected devices. Internet. That makes the customer journey much more complex than it used to be.

Google has named this new Customer Journey The Messy Middle.

3 Important factors in a business’s Marketing Strategy

According to sharing from Ms. Kaelyn – Google’s strategic partner manager, Marketing strategies in the business will include 3 main elements:

Brand: We do Branding to increase brand richness and awarenessPerformance: At the same time, we also run performance to drive short-term customer action and drive salesCustomer journey: demand connecting the two balances of Brand – Performance in the Marketing strategy of all businesses

And to help businesses decipher consumer behavior and develop appropriate digitalization and marketing strategies, the Messy Middle model was created.

Messy Middle Model

This model helps to better reflect the buying process of customers.

Exposure (Brand Awareness)

This is a factor that has an overarching influence on consumers. Exposure is not a completely new concept, it is Brand Awareness that has been visualized by Google.

In traditional models, Brand Awareness is often placed at the top of the Marketing funnel. Meanwhile, Brand Exposure is not only a phase, but it always happens, always changes and has a cross-cutting influence on consumers’ purchasing decisions throughout the whole process.

Exploration – Evaluation . Loop

The whole process from stimulation to purchase is encapsulated in the Exploration – Evaluation loop. These two operations can take place in parallel or in the same order as before.

Consumers explore when they see and receive information about new products/brands, and then evaluate and collect options. With today’s huge amount of information, evaluation and discovery activities can take place and repeat many times, forming a loop until the consumer makes a final decision.

This process can confuse marketers because they don’t know how to lead consumers to get from the trigger to the purchase point of the journey.

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How to apply Messy Middle in omni channel promotion strategies

Whether you are a large enterprise, or a small and medium enterprise, brand coverage still plays a decisive role, motivating consumers to choose. In the omni-channel ecosystem, this is even more important. Businesses need to diversify their presence on all platforms to further expand their potential customers.

In addition, businesses can use Messy Middle to reach, influence and lead customers in all touchpoints:

Big brands need to pay attention to retain customers and protect their market share, by maintaining and enhancing the share of voice and brand image. Meanwhile, small and medium brands can change. the situation and become more competitive, by investing in customer-first strategies (minimizing and segmenting important customer groups to deliver more relevant messages, boosting brand image on platform that concentrates many potential customers).

Building a digitalization and marketing strategy around the Messy Model

The key points in using The Messy Middle to retain old customers and acquire new ones, can be summarized in the following four points:

Be There

Brands need to cover all of their customer focus channels, to ensure that customers at any touch point, your brand is always present in front of them.

Be compelling

Use the information you have about your customers, to build the most relevant and meaningful content and messages, make them remember you, like you and become/continue to be your customer.

Be innovative

Not afraid to try new solutions in approaching customers, to impress them more


With a huge amount of information coming from Messy Middle, businesses need a solution to store and manipulate data effectively. From there, it helps to decipher this Messy Middle model more easily, as well as get important information so that you can effectively exploit and evaluate your strategies.

A representative from Google also emphasized: “In the omni channel ecosystem, data and measurement play a very important role and are a key factor in the success of your strategies.”

Case studies from big brands

Here’s how big brands use customer journey data and knowledge to build omni-channel strategies.

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Sephora implements digitization strategies to boost its online presence, as well as boost sales on e-commerce platforms. To do this, they created an app of their own.

With the Virtual Artist app, customers can get the feeling of being in a real store. Just as Sephora is famous for having all the trial products available for customers to test in brick-and-mortar stores, with the Virtual Artist app, customers can also try on products right on their mobile devices. his movement. As a result, it shortens the customer’s buying journey, as well as maximizes sales on the online platform.


At the end of 2018, Philip had a successful campaign to reach and capture customers’ attention at key touch points in the buying journey.

Philips campaign consists of 4 stages, with each phase comes with a different advertising solution, message, content, KPI:

Brand Awareness Stage: With Google’s Trueview for Reach tool

Stage of maintaining brand coverage, increasing consideration: With Bumper Ads

The remarketing phase with customers with the strongest buying signals: Google Display Network

It is important for these campaigns to be successful that businesses must determine which platforms your customers are most focused on, which platforms are more cost-effective.


For E-Commerce, shopping in the omni channel ecosystem is not just an act of buying, but has become an experiential journey when the brand accompanies customers in every touchpoint.

Shopee has created multi-channel integration on its platform. They increase their brand awareness by providing diverse experiences both online and offline (Play games to receive vouchers, watch music shows).

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Their advertising strategy focuses on two big youtube channels and TV ads brought outstanding results for 3 brands: Pepsi/Miranda/Teaplus


Omni channel is the new reality, businesses need to take advantage of this opportunity to continuously grow and not be left behind. As the Customer Journey becomes increasingly complex. Brands need to know how to reach, influence and lead through the touch points in the Messy Middle model. Key factors for brands to acquire customers and increase conversions in the omni channel ecosystem is presence. branding, content and creative, creative solutions and ultimately data.

Author: A1Digihub