Lately, potential customers work across the various channels on their multiple smart devices to get things done as seamlessly as possible. And the reason for switching across these devices could be as a result of many things, convenience being on top of the list.
Taking this new development into marketing, you always have to be on top of customer trends and needs. So how do you cut out all the many distractions and channel switching to properly present what you have in store? This is where Omnichannel marketing comes into the picture.
As a marketer, you’ve probably heard this term a lot, and let’s be frank, it can be hard to keep track of all the numerous marketing strategies available today. In this article, I’ll be explaining what Omnichannel marketing is, the difference between this and multi-channel marketing, its benefits along with some tips and tools for getting the most effective Omnichannel marketing strategy.
What is Omnichannel Marketing?
Omnichannel is a concept of using various channels to create a single unified experience for customers which could include both digital and traditional user experience. So with this knowledge, Omnichannel Marketing is a marketing strategy that develops a holistic shopping experience on your platform from start to finish regardless of the channel a customer uses.
Shopping isn’t the same as it used to be. Today, getting a customer to pass through the stages of your sales funnel might span across days, weeks, or even months all dependent on the type of product/service you’re offering. During the course of this transition, they’ll be bouncing across several devices and marketing channels. You can verify this by placing yourself as a customer. How often do you immediately make a purchase from an online store on the first day?
This is why Omnichannel marketing focuses on sending marketing messages across multiple channels regardless of which one was used initially. So through these multiple channels, a unified message is sent that depicts your company’s offer, value, and brand.
Every time a customer switches to a different marketing channel, your marketing strategy will still be relevant to them.
An example is when a potential customer subscribes to your mailing list and opts in for your SMS as well. You could choose to give this new subscriber a discount code via SMS and then wait until they go through your site.
Later on, you could send email campaigns based on their interactions with your product. Over time, when they add things to the cart, you can easily send a reminder through push notifications. Once a transaction is complete, you could send an SMS to let them know their order is being shipped.
Later on, you can continue to send surveys or campaigns through email or other channels. This is a real-life example of what omnichannel marketing looks like.
Now I know you’re probably guessing that if there are more than two channels involved, isn’t that multichannel marketing? Well, the thing is it isn’t.
The Difference Between Multichannel Marketing and Omnichannel Marketing
It’s really easy to interchange these two terms especially since they both involve sending marketing messages across multiple channels. However, there are significant differences that separate these two individual concepts.
For starters, multichannel marketing means having a unified message sent across each channel. What this means is that the message is the same. It isn’t personalized to be relevant to each customer. Now this message will appeal to a significant percentage of your audience but, it cannot be as personalized as omnichannel marketing.
With Omnichannel marketing, a level of personalization is included. The message is still unified but it adapts to the stage of the customer’s journey along with certain needs. So your message revolves around the customer’s interaction with your brand, where they are in the buyer’s journey and the channel they use. On the other hand, multi-channel marketing messages revolve around the available channels for communication.
Multichannel marketing tries to reach as many customers as possible using various channels. After this, it focuses on letting a customer identify the most appropriate channel for communication. What Omnichannel marketing seeks to provide is a means for unifying user experience. The better the user experience, the more customers likely to interact with your brand. And this in its form is an advanced level of multichannel use.
Benefits of Omnichannel Marketing Strategy
Asking whether or not Omnimarketing strategy works shouldn’t be a question you should have. This is because a number of companies both big and small have all attested to the fact that it works.
Your train of thought should linger towards asking if it is worth all the stress. Remember, adopting omnichannel marketing means that you have to change the entire dynamics of your current marketing strategy.
Unsure of whether its the right fit for you? Here are some of the benefits of omnichannel marketing
1. An increase in transaction volume
Studies have shown that marketers who advertise their brand using multiple channels get an increase in transactions over those who use a single channel. Think of it like being persuasive enough. When customers regularly see your offers irrespective of the device or channel they use, they’ll be more inclined to buy. Especially since they’ll be able to see how it’ll be valuable to them.
Also, it isn’t limited to how frequent they buy but the amount they spend. Customers who enjoy omnichannel marketing tend to spend more on making a purchase because they believe that the service you’re providing is worth it.
So if you’re ready to increase the number of transactions or purchases in your business, omnichannel marketing is the one way to go about it.
2. It Fosters Consumer Loyalty
What every customer looks out for in a brand is the ability to deliver what they promise in the most seamless way possible. Omnichannel marketing gives you an opportunity to continually find what appeals to your customers and provide it to them. On your brand, they get a memorable, good impression which leads them to transact more with you. When their experience with you is unified, it breeds a positive user experience on your platform.
Once you’ve gained this trust in your brand, your retention rate will take a great turn. If you keep retaining, acquiring new users won’t even be difficult because you’ll be developing a brand name for yourself. And nothing spreads faster than referrals.
A Guide for Creating an Effective Omnichannel Marketing Strategy
To enjoy the benefits of getting an increase in transaction revenue along with great retention rates, your omnichannel marketing strategy has to be as effective as possible. If you have a flawed strategy, it’ll be harder to get the results you hope to get. This is why I’ve highlighted essential steps to keep in mind when creating your omnichannel marketing strategy;
1. Answer the questions that’ll reflect your strategy
Before going out to create the content for all your marketing messages, you need to first decipher what your customers will want to see. And that’s the context of your messages. This is because it’s not just about being relevant, it’s about being relevant at the right time.
Ask yourself what you’ll be basing your suggestions on. Will it be based on their browsing history? Or will there be an algorithm for every visit? Are you considering location as a determinant? These will help you understand how you want to provide relevance to each user.
2. Study your customers and their interests
Now that you’ve gotten context out of the way, content is next. How do you resonate with your customers? What language do you think they’ll be willing to understand? You need to understand their interests, likes, struggles and challenges. That’s the only way you can truly create an omnichannel marketing experience that’ll serve its purpose.
To achieve this, you can try out other options like carrying out surveys, using social listening tools amongst others. Also, capture what type of channels they use. Do they prefer digital channels to in-store engagements? Each response will vary but it’ll be great for knowing where to channel your marketing resources.
After this, segment your audience into various similar groups and then plan on the targeted messages you hope to send out.
3. Get all your departments onboard
An essential part of creating an effective omnichannel marketing strategy is the need for a coordinated workflow. This is because all departments have to work together to provide a consumer-centric experience. So from the customer support to product, engineering, sales amongst others, there has to be proper communication. Each team has to understand how they contribute to the development and running of the strategy.
Set clear expectations for each team and properly communicate with each one.
4. Create responsive webpages using Funneljoy
For every stage in your omnichannel marketing strategy, you’ll need to create webpages that’ll be used across all channels. These pages need to be responsive to the device and channel a customer is using. To get the best post-click landing pages, opt-in forms and other webpages, simply use a tool that’ll give you pages optimized for this. You can either start creating a page for free or register for a personalized demo today.
5. Get all your marketing tools and keep testing.
Achieving all your plans is only possible when you use the right marketing tools. For every aspect of your marketing strategy, you’ll need a variety of tools ranging from customer relationship management tools, content management systems, email services, marketing automation tools, analytical and data monitoring tools as well as conferencing solutions.
Once you have all in-store, you need to continually test variations of each area. Test content, colours, graphics amongst other elements. Remember that there’s no best omnichannel marketing strategy. What is best for another company might not be effective for yours. And this is because you have different customers. So keep testing and trying until you find the perfect strategy for your business.
Cutting across various channels to provide personalized relatable marketing messages to each of your customer base might seem overwhelming at first. But omnichannel marketing is the best way to get your audience in love with your brand. When you keep providing the best user experience there is, they’ll keep enjoying your offers and in no time, you’ll have a number of customer loyalists.
Finally, creating a proper omnichannel marketing strategy won’t be overwhelming when you have the right tool for the job. Believe me, it’s worth the hassle.