Omnichannel Marketing – What is it and Why is it important?

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Omnichannel marketing is a big talking point across many industries at the moment, but it is far from another buzzword that you can just ignore until the next one comes along. Omnichannel marketing is the act of using all of your channels to create a totally unified experience for your audience/customers. It incorporates both traditional and digital channels, point of sale, in store, and online experiences. This strategy could ultimately help you to keep your audience happy and coming back for more, which could change your business for the better. 

More About Omnichannel Marketing

This type of marketing creates a message that adjusts to your customer based on their behaviour – in short, it provides a truly personalized customer experience. There are a few ways this can work. For example, a customer may receive an email or text message about a promotion while they are in store browsing. A customer may also receive a cart abandonment message on Facebook messenger, and then receive targeting ads for the product that they abandoned. The various methods used in this approach help to provide customers with a completely seamless and integrated shopping experience from the first touchpoint to the last one. Your brand will have a unified voice and message, and this will help to strengthen your efforts overall. 

Building Trust With Customers

Customers must build up some form of rapport with your brand before they feel comfortable enough to purchase something. They need to be able to trust you. Each step is planned out with omnichannel marketing so you can get their attention and build trust on all channels, rather than on one single channel. When they come to you, regardless of the channel, you will be there if you utilize omnichannel marketing. Each channel will automatically respond to the customer’s needs as they interact with your updates. A deep level of personalization can be achieved no matter who your customer is and what channel they are using. With such a level of personalization, it would be hard not to create trust! 

Understanding The Difference Between Omnichannel And Multichannel

It’s important to understand the difference between omnichannel and multichannel, however. There are some big differences between the two that many don’t find immediately apparent! 

 

  • Omnichannel marketing will keep your message relevant and timely as each channel will update as the customer engages with your brand. 
  • Multichannel marketing has static messages, usually across several channels (but sometimes single channels), and these channels won’t update or personalize along with the customer’s needs. 

 

However, that isn’t the biggest difference between the two. Multichannel marketing puts the brand at the center of the strategy and sends the same message to customers across all channels. With omnichannel, the customer is put at the center of the strategy, and any good marketer will tell you that a customer-focused business is the way to go. 

Omnichannel Marketing Stats 

Customers tend to respond better to a strategy that uses multiple channels. Omnichannel campaigns earned 18.96% engagement compared to marketers using single-channel campaigns who only received 5.4% engagement. While more engagement will not always mean more revenue, campaigns using three channels or more got a 250% higher purchase rate in comparison to single channel campaigns. In another study, 86% of customers said they would be willing to pay up to 25% more for products and services just for a better customer experience. 

Customer Retention Rates

Customer retention is an important factor in business success, and marketers who used three or more channels also had a 90% higher retention rate than those who utilized single channel campaigns. Your most valuable customers are your repeat customers, and an omnichannel strategy can bring these people back for more again and again. 

Making Omnichannel Marketing Work For Your Business

You’ll still need to do much of the same as you would in a single channel or multi channel strategy. You’ll need to learn everything you can about your customers, analyze their data, and potentially overhaul the customer experience again and again until you find something that works – and then overhaul it again when it stops working. You’ll also want to get feedback from your customers, and ensure your whole team is on board with the changes to be set out. Once you’ve received feedback, you must do something about it. Showing your customers that they matter by listening to them and implementing changes is key. 

 

Targeting and personalization are the two most important parts of an omnichannel strategy. But how can you make this as personalized as possible? By segmenting your subscribers into different, smaller lists. You will then be able to personalize messages easier and track shopping behaviour. You can make these segments as precise as you like or deem necessary. If you can ensure that the messages your business sends are relevant and come at the right time, your customer will always respond to them. 

Analyze, Test, and Overhaul Again

You can expect your omnichannel marketing strategy to improve over time the more you analyze and collect customer data. This will mean that you need to test different messages, though, including headers, images, times, and so on. Your processes should be tested regularly to ensure that people are responding the way you want them to. 

 

Updating and re-auditing your customer experience regularly will ensure you get the most from this marketing approach. Today’s customers are expecting an omnichannel experience, and when you do it right, they will be far more inclined to make a purchase.

Get In Touch With Pivotal New Media Today 

If you’re looking to build an effective omnichannel strategy of your own, get in touch with Pivotal New Media today. We can help to get you started on an omnichannel strategy that allows you to reach your customers in a timely and relevant manner every time – so don’t wait around. 

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