Defining and Implementing Omnichannel Marketing
Apr 02 2021
In business, consistency is key, and an omnichannel marketing strategy can help bring consistency to your marketing efforts. Your brand has a clear message to share with your customers, and omnichannel marketing will help you deliver it with precision and care. With a properly executed omnichannel strategy, every interaction contributes to nurturing customers along the consumer journey.
Here’s everything you need to know about jumpstarting your omnichannel marketing strategy.
What is Omnichannel Marketing?
“Omnichannel” may seem like a bit of a buzzword these days, but there’s a reason people are talking about it: it’s a really valuable marketing strategy that will keep your business top of mind for customers. When we discuss marketing strategies, we’re often talking about the benefits of one channel or another and why your team needs to embrace the next big platform.
However, with omnichannel marketing your brand can focus more on the users and conversion driven messaging. The goal of omnichannel marketing is to offer your customers a consistent, personalized experience across all channels and devices. From the first touchpoint to the last, the shopping experience should feel integrated and seamless for your customers.
While omnichannel and multichannel may sound like synonyms, they are actually two different strategies. Multichannel marketing involves a brand creating content across several different channels, such as social, mobile, digital ads, and email. However, under a multichannel strategy, each of these channels operate independently and marketers would create specific messaging and goals for each channel. Omnichannel takes multichannel marketing a step further and unites all of your channels to create a seamless experience for your customers.
While it’s important for brands to be operating on all available and appropriate channels, choosing to not directly link your strategy across all channels can create a shopping experience that is confusing and impersonal.
Why You Need Omnichannel Marketing
As the old marketing adage “The Rule of Seven” specifies, a customer needs to hear an advertiser’s message seven times before they decide to purchase. While that rule may not hold exactly true today, most consumers aren’t purchasing from a brand unfamiliar to them the first time they visit their website or see an ad.
With an omnichannel marketing strategy, you can ensure you are delivering a consistent message that is device- and channel-agnostic to your target customer. For example, the pair of jeans a customer saw on Instagram should be the same pair they get an email about a week later. This is important because over a third of online purchases span across multiple devices and over half of all brick-and-mortar transactions are preceded by an online interaction with a brand.
The key to perfecting an omnichannel experience for the customer is data. Personalization, facilitated through browsing behavior, is a critical component of omnichannel marketing. To successfully increase conversions, you should be reaching a customer with content tailored to their interests and needs across all the channels they’re on.
In an omnichannel strategy, your goals should be holistic. Think big picture: your target KPIs shouldn’t be narrow or channel-specific. Implemented properly, an omnichannel strategy should support all your larger business goals.
Some metrics and KPIs recommended for tracking with an omnichannel strategy include:
Customer Satisfaction: At the center of an omnichannel strategy is your customer. Therefore, it only makes sense to track customer satisfaction as you test and scale your omnichannel marketing tactics. Feedback from customers could be critical to understanding whether your message is being delivered consistently.
Sales: This seems like an obvious metric to track, but a successful omnichannel strategy should lead to an increase of sales over time. While there are other factors that play into your sales numbers, it’s important to ensure your sales are trending in the right direction after implementing a new strategy.
Brand Awareness: When you begin delivering a consistent and personalized message to your target customers, you are likely to see increases in brand awareness. When you reach your customers where they are, you will likely see indicators like an increase in website traffic, social media followers. and engagement.
With the potential of these large-scale business wins becoming a reality, your brand needs to prioritize defining your omnichannel strategy this year.