Are you looking for ways to improve your customers’ experience? Continue reading this article.
Omnichannel marketing creates a client experience across all the platforms. This strategy can make online interactions such as e-commerce and social media while also integrating with interpersonal interactions. These can include B2C brands for sales and customer success for B2B brands. This kind of strategy requires all the departments to work together.
To better understand omnichannel marketing, it is vital to consider the word ‘channel’ and its means to the marketing world. Online marketing includes e-commerce and social media. Offline marketing includes printing advertisements, face-to-face interactions, and direct mails from event marketing. When you have all these marketing channels, you’ll be able to apply omnichannel marketing strategies to your business. Omnichannel marketing takes each one of these channels and integrates them in a holistic approach allowing every touchpoint with your company to be unified. Omnichannel strategies come down to two essential factors:
- Making it easy for your clients
- Having unified messages that can be sent across all the clients for interactions
It is also essential to consider that an omnichannel strategy does not only apply to your company’s marketing department. It is a strategy that should be used across the entire business. So, if your marketing, customer service, and sales team are not aligned, this process will be far away from being correctly applied.
Omnichannel Marketing VSMulti-channel marketing
Multi-channel marketing is what it sounds like, marketing activities that happen across several channels. Even if this phrase is new to you, but there is a chance that you might be applying multichannel marketing in your business. For example, imagine that you run a small business, where you sell goods from your home. You will probably have an online shop on Etsy, which is an online presence. You will promote your products or services on social media, which is also online. You will also participate in fairs to sell more of your products, which is an offline presence. In this simple way, you will be using multichannel marketing.
Multichannel marketing connects the clients and their purchases in straight lines between each channel but omnichannel is less straightforward. Omnichannel marketing supports the clients’ journey with your service that is nonlinear and connected. But, your marketing approach will still require a proper strategy with personalization. For a better understanding of how clients journeys work, think of the following example:
You are scrolling through Instagram and see a promoted ad post for the electronic shop next to your house. The ad says that there is a 45% sale on selected items. You click on the link to visit the store’s website, and the link directly takes you to the page which lists all of the things with 45% discounts. You decide to buy AirPods. Instead of the online checkout and delivery service, you consider picking up the AirPods from the store during that day. When you arrive at the shop, you go to the in-store pickup department, enter your details, and receive your AirPods.
The channels used here are social media, the store’s website, and the physical store. This is the client journey that wasn’t interrupted and showed the execution of the omnichannel approaches in their most basic form.
How to apply an omnichannel strategy?
- Put the client experience first: you should have a mindset committed to doing what’s best for the client and not what’s more suitable for you.
- Prioritize inventory: inventory management will increase your efficiency and protects you from angry clients.
- Take a data-driven approach: you should understand your clients, and this comes to utilizing your data with them.
- Segment your audience: after compiling your data, you should segment those clients into groups to understand their path to purchase.
- Personalize the process: after having a group that buys your product or service every year, target them with a personalized message to buy a different package in June.
Omnichannel marketing is always available during the buyer’s journey. It is an approach that will take time but will get you new clients and will increase value for your current clients.
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