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Because omnichannel development is still in its early phases, Vimeo should concentrate on modernizing procedures and mastering the fundamentals of omnichannel expansion. The goal of Vimeo is to increase the number of contact points in the consumer journey by developing existing and new channels. New technology and alterations in customer behavior, such as the pervasive use of social media, have facilitated the move to omnichannel marketing. Furthermore, Mehmet and Clarke (2016) contended that the widespread application of digital marketing techniques, particularly social media, has altered communication channels and expanded the usage of customized marketing in the B2B setting. According to research from HoldenBache (2011) and Nielsen (2010) B2B marketers use social media at a rate of more than 90%. A costeffective advantage is the 13% of their marketing budget that they spend on social media. Therefore, it is advised to create social media channels for the cheap investment situation of Vimeo. According to Rapp et al. (2013), connections grow more dispersed and less dependable as firms use more communication channels. In light of this, it is important to assess the appropriate platforms depending on how well they contribute to company value. With Vimeo, diversifying the channels will increase the audiences points of contact, which is the fundamental goal of social media development.
Analyzing and understanding the causes of business problems is critical to identifying what needs revising to deliver a satisfying B2B customer experience across all channels For Vimeo, one of the platform's main problems is related to marketing and communication Despite being a platform that is active on online channels and has a dedicated user base, Vimeo's reach to corporate customers is still limited At the same time, with the same common feature of allowing users to upload and watch videos, Vimeo has always been compared to YouTube, although the company has asserted that they are a service provider of the creation, storage, and sharing of videos Therefore, Vimeo is seen as being in the first stage of the "Siloed" omni channel roadmap due to the lack of a clear strategy (Appendix 2) This essay will give recommendations to meet Vimeo's omnichannel channel, namely developing social media and artificial intelligence Low investment: Social media channels development Because omnichannel development is still in its early phases, Vimeo should concentrate on modernizing procedures and mastering the fundamentals of omnichannel expansion The goal of Vimeo is to increase the number of contact points in the consumer journey by developing existing and new channels New technology and alterations in customer behavior, such as the pervasive use of social media, have facilitated the move to omnichannel marketing Furthermore, Mehmet and Clarke (2016) contended that the widespread application of digital marketing techniques, particularly social media, has altered communication channels and expanded the usage of customized marketing in the B2B setting According to research from Holden-Bache (2011) and Nielsen (2010) B2B marketers use social media at a rate of more than 90% A cost-effective advantage is the 13% of their marketing budget that they spend on social media Therefore, it is advised to create social media channels for the cheap investment situation of Vimeo According to Rapp et al (2013), connections grow more dispersed and less dependable as firms use more communication channels In light of this, it is important to assess the appropriate platforms depending on how well they contribute to company value With Vimeo, diversifying the channels will increase the audience's points of contact, which is the fundamental goal of social media development Social media marketing helps to boost communication, piques consumers' interest to generate website traffic, and connects with more audiences on efficient omnichannel to raise customer awareness of Vimeo at the beginning of the customer journey With the use of Vimeo's established social media channels, such as Facebook, Instagram, Twitter, and Linkedin, postings on these sites will be seen by a large number of potential corporate clients to highlight the services Vimeo provides while correcting everyone's incorrect definition of Vimeo This will lower Vimeo's spending on advertising and increase its profitability Small companies may also benefit from the open access and broad reach of social media platforms to talk about, trade, and buy Vimeo services In addition, Vimeo should concentrate on developing its channel or engage in more collaborative campaigns on TikTok with a lot of promotional content, such as ads in the feed or hashtag challenges, to raise awareness, connect with small businesses, and have a significant impact on the market High investment: AI development Since omnichannel is an integration of online and offline channels, it is beneficial to create an exceptional experience that combines the two Nearly every industry has seen a rapid shift thanks to artificial intelligence, which is becoming more and more accessible to entrepreneurs Around the past few years, more companies have embraced AI, notably around 2022, when this technology made advancements toward a focus on enhancing the customer experience flow Organizations may benefit from AI in a variety of ways, including improved bottom-line performance and cost reductions Businesses are anticipated to continue pursuing AI adoption in 2023 and beyond due to its accessibility and benefits, which will allow them to draw new values and process improvements from their current datasets, personnel, and infrastructure with little to no change In fact, 80% of enterprises will incorporate AI-based hyper-automation on their IT roadmaps by 2025, according to a recent poll by Salesforce and Vanson Bourne Therefore, Vimeo can build and integrate artificial intelligence (AI) to edit videos with just a few lines of text or a reference image to improve the video creation process for users With its AI-powered editing features, Vimeo can cater to beginner-level clients and help them achieve the desired effect without much skill or resources In addition, this allows video creators to create high-quality videos in a shorter time frame, allowing them to focus on other aspects of their work Then, Vimeo can invest in a touch kiosk model, a dedicated all-in-one interactive device to help customers easily access presentation information, see visual images, and interact directly with display content Vimeo can place them at headquarters or in crowded places like malls, subway stations, etc Customers will be able to try directly to shoot and create a short video using Vimeo's AI system, helping to bring excitement, impression, and potential customers to Vimeo In conclusion, the recommendations of the two scenarios above help Vimeo to be able to enhance the touchpoints in the 'Awareness' stage of the customer journey, improve awareness, and promote a more comprehensive customer experience as a whole Vimeo should understand customer expectations and their difficulties throughout the present customer experience to build an effective omnichannel strategy This will allow Vimeo to increase the level of service it provides These strategic recommendations have the potential to assist Vimeo in accomplishing its marketing objectives by providing solutions that may be applied to current issues at each touchpoint