Omnichannel Marketing- Encompassing the Entire Customer Experience
The digital world is hastily changing. If you are a brand, your potential customers are across a wide array of channels, and it’s your responsibility to build a marketing strategy that encompasses all the routes people might contact with your brand. If you’re exploring ways to get the most significant ROI for your marketing investments, you’ve likely run across the notion of omnichannel marketing.
Omnichannel marketing was earlier considered an expensive marketing strategy that could only be pursued by high-end luxury brands and large multinational companies with mammoth marketing budgets. But today, omnichannel marketing has become convenient for companies of all sizes with new technologies like all-in-one marketing.
Understanding the definition of omnichannel marketing will help you think about marketing in an entirely different way.
Definition of Omni-Channel Marketing
Omnichannel marketing has been a buzzing word in digital marketing over the last few years. Omnichannel marketing is a blueprint that provides customers with smooth, uninterrupted, and consistent experiences across all channels and touchpoints. By taking an omnichannel commerce approach to marketing and interacting with customers through multiple channels, such as social media, email, mobile apps, and more, businesses can boost their brand visibility, engage with customers more effectively, and boost revenues.
Omnichannel operations emphasize the customer’s individual experiences and the entire customer user experience. Omnichannel marketing is 100% customer-centric and uses a data-led, AI-driven approach to understand complex data points such as customer behavior, preferred channels, and lifecycle stage to determine which messages to send to customers at what times. The result is a seamless, profoundly personalized user experience with a much higher probability of propelling sales.
Benefits of Omni-Channel Marketing
Brands agree that an omnichannel approach can yield the best results. Implementing an omnichannel approach is simple when done correctly. Creating omnichannel customer engagements can act as a brand differentiator, bringing the following benefits:
Raise your brand identity
Articulating consistently across multiple channels and platforms builds a recognizable branding message for the audience. This consistency in branding through targeted messaging prevents potential brand complications, opening the door for easy brand recognition and loyalty. Companies adopting a robust omnichannel marketing strategy achieve a customer destination rate of 89% compared to the companies that don’t.
Better Customer Experience
Omnichannel marketing helps produce a better CX on every front. It is a customer-focused strategy that considers every interaction between brand and consumer. The more pleased a member of your target market is with your brand, the more they will interact with your brand and products in the future. By procuring consistency across all stages in the customer journey, you’re establishing a positive customer experience.
Increased Revenue and Engagement
An omnichannel approach stimulates customers to engage with a brand across multiple channels. These increased and diverse engagements can help increase revenue. Targeted messaging also builds loyalty, making customers more likely to purchase from your brand again. Repeat customers, on average, make up 40 percent of a company’s revenue, despite being a smaller portion of your consumer base.
Examples of Omnichannel Marketing
Starbucks
Starbucks holds a mobile rewards app that helps it to better incorporate the mobile experience with the in-store one to put consumer comfort first. Users can reload their cards from their devices or computer. On paying using the app, they are rewarded with points that can be used to avail a free coffee. Moreover, they can skip the morning queue by ordering in advance.
Amazon
Amazon began as an online venture and soon became one of the most outstanding omnichannel examples in marketing. Customers can access their profile via the Amazon website, Amazon mobile app, Alexa devices, Smartwatches, and In-store. Thanks to the brand’s seamless omnichannel approach, customers can take their Amazon card virtually everywhere.
Nike
Nike is another example of omnichannel commerce to achieve breathtaking results. And while their physical stores are increasingly digitally enabled, the Nike app stands out as the real success story for the sportswear giant. The mobile lets customers browse and reserve items in their local store, scan QR codes to pull up products, get product recommendations based on previous purchases, and unlock exclusive access to the newest products.
Conclusion
Omnichannel marketing is helpful because it allows brands to connect with customers personally and create a unified customer experience. Now that your small business knows why omnichannel strategy is essential, you must do your best and deliver the ultimate omnichannel experience to your customers.
