Key Strategies for Omnichannel Marketing
Key Strategies for Omnichannel Marketing
What is Omnichannel digital marketing?
Image source: knorex.com
Omnichannel digital marketing is providing seamless customer experience across all channels. These include both online marketing channels like, social media, mobile advertising, e-commerce websites, and offline channels like print-based advertisements, mails, storefront, billboards, physical interactions, etc.
What started off as a single shop buying place is now a journey that spans multiple channels and multiple means of interacting with the buyers.
The idea is to give the customers more control over their buying process. Customers can now interact with their chosen brands anytime and anywhere. Omni-channel digital marketing involves the integration of digital interactions like websites, social media, mobile advertising, etc.
Digital marketing channels are an important medium to transfer the brand and product information to the customers.
Searchers use various devices like smartphones, laptops, desktops, computers or even smart TVs to interact with their favorite brands. It can, therefore, be a challenging task for marketers to create a seamless interaction experience through all these channels.
Additionally, marketing strategies now focus on creating personalized communications with clients through these channels and devices. It is perhaps safe to say that an organization not utilizing this technology is losing out to its competitors.
How does it work in eCommerce?
Most leading marketers and brand owners agree that they get increased customer engagement when using omnichannel marketing strategies. Additionally, since these campaigns are more captivating for the audience, they result in higher revenue generation for the brands too.
Various group studies have been conducted to prove the effectiveness of omni channel marketing vs single-channel campaigns.
Increased customer loyalty is an added bonus. Buyers find it more comforting to repeatedly deal with brands that give a personalized omnichannel approach. And repeat customers are the easiest to convert. All marketing managers understand the importance of retaining their loyal customers.
With the growth of technology, it is becoming crucial to target customers through a range of integrated touchpoints, as a part of delivering an omnichannel experience.
Omni channel digital marketing vs Multi channel marketing
Multi-channel marketing, as the term states, is about marketing that utilizes more than one channel. Almost all businesses (even single-person entities) use a multi-channel approach as a part of their marketing campaign.
The target here is to have as many touch points as possible. The objective is to promote the brand and push the advertising message numerous times to a big group of receivers.
Omnichannel marketing differs in its approach owing to the “personalization” factor. It needs more coordinated efforts and an understanding of the individual path that each customer takes in their buying journey.
Multichannel marketing is, therefore, a linear connection between the customer and the brand. Omnichannel marketing, however, is a multidimensional or rather a more fluid approach supporting the customer journey.
Omnichannel digital marketing understands the importance of a strategized, segmented and personalized approach to a client’s buying path.
To objectify the omnichannel marketing experience, we would talk about a smartphone.
Just as how a smartphone allows users to multi-task by enabling them to mail recipients while listening to music and Googling for directions (in addition to offering a thousand different features); omnichannel marketing allows brands to multi-task by enabling them to connect with customers across diverse platforms, devices, and interactive touchpoints.
The most important aspect to remember is that – regardless of the channel/medium – omnichannel marketing approaches users keeping user behavior and real-time customer data in mind. Each channel that the customer uses (social media, email, text, etc.) is constantly being updated to the previous experience the user had with the brand.
At its core, it is a multi-channel and inter-connected sales strategy that aims at delivering seamless user experience and an inclusive purchase journey for the customers.
What’s in it for you?
There’s mountains worth of research that quantifies and qualifies the benefits of omnichannel marketing that include (but are not limited to) the following:
Greater customer retention.
Allows companies to embrace a “Customer-First” mindset – a staple in today’s “Trust Economy.”
Higher customer engagement and purchase rate:
Image Source: clickz.com
Higher lifetime value: According to Google, “Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel.”
If you’re wondering about how to implement a foolproof omnichannel marketing strategy, here are some handy tips along with real-life examples to get you inspired and moving:
1. Leveraging the Right Technology
Luckily, we’re living in the Technology Age. Brands today have multiple technological tools at their disposal such as live chat software, mobile apps, personalized websites, video and voice calls, chatbots, emails, text, among other things to build customer lists, engage in follow-ups, promote offers, address customer queries, re-target users by way of abandoned cart reminders, order updates, etc.
2. Diving into Customer Segmentation
The first step in the omnichannel marketing process involves gathering critical user data such as buyer preferences, perspectives, likes, dislikes, motivation, location, digital buying behavior, basic details such as contact number, email address, etc. by way of surveys, interviews, and in-depth research.
The central idea is for brands to connect with users on a deeper and personalized level while staying relevant in the user’s mind.
3. Creating a Buyer Persona
Creating a buyer persona is like building a blueprint for your building before the construction begins. Once you have all the relevant data (as outlined in the first step), you can work towards creating a buyer persona. For all intents and purposes, you can think of the buyer persona as a fictionalized, most ideal version of your customer.
Bonus tip: In this type of marketing, remember that it is the customers who dictate what they will see next, instead of the brand being the deciding factor.
4. Prioritizing Channels & Devices
One of the most critical elements of any omnichannel marketing strategy is to find the right channels to engage customers with and focus on devices that the customers actively use. By leveraging the strengths of every platform and device used, this helps to deliver an integrated and holistic experience. Here’s an example of the brand, Nike that merges digital and retail experiences together to align perfectly with their target audience:
5. Investing in a Strong Customer Support Infrastructure
This is where tools such as live chat and Facebook Messenger can be used to boost conversion rates and reduce customer support costs. Best of all, these tools provide 24x7x365 assistance, offer quick resolutions by way of pre-built conversations and routine FAQs, and even allow appropriate redirects so that every customer query is addressed and every customer is left feeling happy and satisfied.
Another trend that most companies follow today is to directly lead customers to the WhatsApp platform so that they can communicate with the brand in real-time – an invaluable benefit!
6. Analyzing the Efforts & Findings
Customers need to be primed in a way that appeals to them emotionally and logically. And one of the best ways to educate, inform, and even entertain customers about your brand’s features, qualities, culture, among other things, is to dive into customer data and analyze how your users interact with the brand on various social media channels.
This can then be translated into your company’s marketing goals, objectives, and strategies and be presented to the user in the most effective manner possible (think: social media campaigns, engaging website, interesting mailers, etc.)
7. Mapping the Customer Journey
The digitally-savvy customers of today are highly-informed and trust-seeking. They prefer associating with brands that offer a consistent, genuine, and honest message across widely-used and upcoming mediums such as blogs, podcasts, etc. That said, it becomes important to segment customers based on their start- and endpoints in the buyer journey in addition to factoring all the touchpoints that lead to the purchase.
By mapping the customer journey and gauging the user’s pain-points, companies can actively modify their strategy and innovate with channels to increase sales and enhance convenience.
8. Taking the feedback seriously
Not paying heed to user feedback can be a fatal mistake in today’s socially-connected world. Customers expect brands to integrate their suggestions, comments, reviews, and feedback into the current offerings.
Another key element that brands need to keep in mind is to deliver meaningful and diligent follow-ups, especially with customers who seem to have abandoned carts or show interest in the offerings but don’t end up purchasing the product/services.
As you can imagine, this allows brands to cross-sell and up-sell in the future. From offering discount incentives to highlighting customer testimonials, there’s plenty you can experiment with to win back your customers.