To gain customers and prospects, omnichannel marketing involves promoting your products or services via all kinds of channels, platforms, and devices.
The concept of omnichannel marketing involves the seamless integration of branding, messaging, and online – offline touchpoints during the consumer’s journey through the sales funnel, enabling a more effective customer experience. Consumers are at the centre of omnichannel marketing. From social media to customer service hotlines, consumers can interact with brands in innumerable ways.
Each channel works together and gives a unified tonality to your brand. When your clothing store is having a sale, you send a message to your customers via email and SMS. Both of these are different platforms but convey the same message.
Similarly, brands can target their customers on various platforms such as Facebook, Instagram, Email, Snapchat, SMS, and many more.
It may be confusing to some people why the concept is called ‘Omnichannel’ rather than ‘Multichannel’.
Well, the difference is clear.
In multichannel marketing, different platforms don’t sync with each other. They work independently and have nothing to do with what the brand is doing on other platforms. For example, your cosmetics brand sends an SMS to customers containing discount coupons. On the other hand, your Instagram profile is posting its collections on the feed.
Let’s revise the important points of omnichannel marketing.
- Omnichannel marketing strategy puts the customer first. Whereas, a multichannel marketing strategy puts the brand first.
- Customer interaction changes your message and adapts to their needs.
- Each channel is updated based on the customer’s behaviour.
- There’s synchronisation between channels.
Let’s look at the benefits of omnichannel marketing.
- Omnichannel marketing campaigns see up to 15% higher engagement as compared to multichannel marketing campaigns.
- Omnichannel marketing earns up to 300% higher order rate as compared to multichannel marketing.
- Customers respond and spend more when engaged with omnichannel marketing campaigns.
- As the brand reflects the customers’ needs and has a recognizable uniform tone, customers remain loyal.
Now that you’re convinced to adopt an omnichannel marketing strategy, let’s examine some tips to get started.
1. The marketing team alone cannot do the job.
The platforms here work together, and so should your team.
To run a successful omnichannel marketing campaign, your whole team needs to come on board. In this case, it goes past the marketing team. Each team needs to know what’s happening on these platforms, in order to maintain uniform tonality, stay informed about each aspect of the brand, and interact with customers.
As an example, the product manufacturing team creates products based on customer preferences, while the social media marketing team communicates about those products.
2. Analyse customer data to improve customer experience.
If you fail to send the most relevant message to a customer on time, you might lose a sale.
It’s important to keep customer data in mind when customising brand interactions. You need to check out what your customers want and manufacture those products accordingly. An excellent way of achieving this is through gathering customer feedback.
3. Mobile Optimization
Smartphones are available to everyone today, so why not take advantage of them?
In recent years, mobile e-commerce has seen a boom over traditional methods. Make sure your website or maybe other marketing platforms are suitable for the small screen. You need to create a mobile-friendly user interface for your website since most websites are only compatible with laptops/computer screens.
4. Do better every time
Observe your past campaign activities and improve next time.
Change as per trends or introduce new features to your products. The pattern of bringing something new to the table every time you run a campaign will build eagerness among your clients. You will find the perfect formula if you track and measure your data regularly.
5. Accomplish all of this through a Digital Marketing Agency
In-house team members cannot handle activities of this magnitude.
Join hands with a digital marketing agency that will take care of your omnichannel marketing campaigns. An agency keeps an eye on your social media activities and stays active and interactive at all times.
