July 20, 2022
Omnichannel marketing is a strategy that involves advertising across all channels and platforms using the same visuals and messaging for a seamless, cohesive experience for the customer. This is often mistaken as a multichannel approach to marketing but they are quite different. With multichannel marketing, a variety of channels will be used, but the communication will vary. Meaning, the message and the visuals aren’t consistent.
How omnichannel marketing works
Omnichannel marketing provides a more seamless customer experience.
Omnichannel marketing is a strategy that places the customer at the center of the campaign efforts. This type of marketing provides a more consistent customer experience by allowing you to reach customers across multiple channels while communicating the same message. This gives you the ability to track customer behavior and preferences and customize your marketing messages accordingly. As a result, customers are more likely to have a positive experience with your brand and be loyal to it in the future.
Your customer's experience should be continuous. This means that when they interact with your brand or have a touchpoint (remember it takes an average of 8-12 touches to make a sale), it feels like the conversation continues from where it left off before instead of starting over again at square one which can feel disengaging.
Omnichannel marketing allows you to reach customers across multiple channels.
In order to create an omnichannel customer experience that will get a customer closer and ensure a sale, marketers must be strategic and uniform with their advertising. Multiple channels will be used to communicate the message to the customer wherever they might be. This includes direct mail, social media, Google ads, email, and more. The perfect omnichannel strategy will include both online and offline channels.
Maintaining consistency in your messaging and imagery throughout these various touchpoints allows you access to what they're looking for without distracting them along the way. This methodology is what makes omnichannel marketing superior to multichannel marketing. As a result, you can tailor your marketing messages to be more relevant and effective in meeting your goals.
Omnichannel marketing gives you the ability to track customer behavior and preferences.
Omnichannel marketing gives you the ability to track customer behavior and preferences across multiple channels, simultaneously. The customer journey is a difficult process to navigate, but with the right strategies, you can find your way. From the first touchpoint, all the way until a purchase is completed; it's important that you know where your customers are coming from so as not to waste any time or money advertising to them in places where there isn't demand.
By understanding how customers interact with different channels, businesses can optimize their marketing efforts to better meet customer needs. Additionally, omnichannel tracking provides valuable insights into which channels are most effective at driving sales and engagement. This data can be used to craft your future marketing campaigns.
Omnichannel marketing allows you to customize your marketing messages.
With omnichannel marketing, personalization is of utmost importance. By using a combination of digital and traditional channels, you can speak to customers on their terms. From a customer's point of view, this means tracking their preferences and history across all devices so that you can offer them content that appeals to them most - but what does this really mean for brands? The process begins by learning what interests the customer has based on their web browsing history, then collecting that information for future use in creating content geared towards what they want or need. In short: you'll be able to get in touch with every single person who has visited your website or interacted with other channels used in the campaign.
If they happen to access your website from another device, be it a smartphone or tablet - content is designed to provide them with a similar experience on all of their devices. As a result, you can deliver marketing messages that are more likely to resonate with each individual customer, leading to greater engagement and loyalty.
Omnichannel marketing helps you build a more loyal customer base.
Trust is built when a company understands its customers' needs and makes sure to value them. Customers who remain loyal to a brand are just as important as new ones. In fact, studies have shown that it can cost five times as much to win a new customer as it does to keep an existing one. Loyal customers also tend to spend more money with a brand and are less likely to switch to a competitor. As such, building customer loyalty should be a key priority for any business.
Although a customer may not buy from you initially, with retargeting you can display relevant offers through social media websites and other online spaces like Google to reel them back in and increase conversion rates. Tailor your marketing messages based on what the customer was looking for when they visited your website and win them over with an offer they can't resist.
Not to be confused with multichannel marketing
A multichannel marketing strategy puts your products and services at the center. The marketing is happening around the customer without being created for the customer. It's no surprise that most businesses today invest in multichannel experiences. They have a website, blog, and social media channels like Facebook or Twitter where they engage with customers. However, it's not as effective when converting them into customers. It can actually be confusing and overwhelming because there are so many channels available these days and without a consistent message it’s difficult to track. That means no one knows whether their efforts were worthwhile or not.
The clear winner is...
Omnichannel marketing is the future of successful business marketing. So, what are you waiting for? If you're not already using an omnichannel approach, it's time to start. The benefits are clear, and the results speak for themselves. Contact us today to learn more about how we can help you make the switch to omnichannel marketing.