Product Manager, Reteno
September 16, 2022
Over the past years, marketing has evolved from mostly face-to-face interactions and cold emails into a complex intersection of various media. However, the most important part remains the same: customer connection. While consumers use more and more platforms to purchase products and exchange experiences, marketers need to keep up and utilize different channels. Marketing specialists are required to adopt new technologies and maintain a unified strategy across the platforms and channels. They accomplish this task by taking an omnichannel marketing approach. In this article, we will explore omnichannel marketing and its benefits as well as go over expert tips on how to build a working strategy.
Before we dive into the benefits and best practices, let’s revise the definition of omnichannel marketing. We distinguish between omnichannel, multi-channel and cross-channel marketing approaches, but in this article we will mostly focus on the former. Omnichannel marketing implies the creation of a holistic brand’s presence across both online and offline channels. Marketers are tasked with maintaining a positive customer experience using online media such as apps, websites, social media accounts and more, as well as offline methods like brick and mortar and events. In other words, omnichannel marketing strategies integrate digital experience with personal interactions.
Omnichannel marketing is an approach that needs to be integrated throughout the company and includes customer service, sales, retail personnel, and marketing specialists. The main objective is to provide a seamless experience to your customer and without all players knowing the customer journey, this task cannot be accomplished.
Multichannel marketing is omni-channel marketing, but without a comprehensive approach. You still utilize multiple channels to promote your goods, but they work in isolation from each other. Multi-channel marketing is an easier strategy to adopt and does not require as much expertise and involvement from other departments. At the same time, it can be detrimental if not used properly and fails to generate profit.
For example, a multichannel strategy focuses on customer engagement rather than experience. The main goal is to engage the audience and make them aware of your brand, as opposed to creating a unified experience for people who are already familiar with the product.
Additionally, the multichannel approach is geared towards channels rather than customers. Marketers expand the number of channels customers can use to interact with the company and do not prioritize creating a seamless experience between them. In other words, while omnichannel marketing focuses on quality, multichannel directs its attention to quantity.
Omnichannel marketing is becoming increasingly relevant in 2023 due to the rising importance of online media. Nowadays, it is not enough to just post on one channel and generate leads.
Marketers need to distribute their attention between multiple platforms, including brick and mortar, while maintaining a cohesive design and messaging. Let’s take a look at the crucial benefits of an omnichannel marketing strategy.
User segmentation is a focal point of any marketing activities, as it allows you to target different customer groups individually. Extracting user data from various omnichannel platforms and sources and grouping them based on different factors like age, occupation, location, etc., helps marketers create detailed customer profiles. Targeting customers using specific information and approach allows you to increase the chances of a successful sale and positive experience.
Working with multiple channels allows marketers to collect large amounts of relevant data and perform proper remarketing campaigns. Remarketing is a huge part of any campaign as it enables more precise targeting. For example, after launching a marketing campaign, you can analyze the cart abandonment data and create a new strategy that targets users who did not make the purchase. You can offer a discount on the abandoned product, remind them of its benefits, provide reviews or push a similar product.
Besides remarketing, you can utilize gathered data to improve your sales and marketing strategies in various ways. Using omnichannel marketing solutions, you can set up a marketing activity at the right time and place to serve a particular audience.
Segmentation also allows you to target a specific group of people, based on their interests and hobbies. Predictive analytics enables companies to build forecasts and recognize trends to stay ahead of the competition.
The main objective of the omnichannel strategy is to facilitate a seamless purchasing experience using all the available platforms. For example, an app user can get a discount at the retail store by showing a coupon on their phone, which encourages them to shop at this particular brand. This provides a non-intrusive approach to targeting and generates a trusting relationship with the client.
According to the Harvard Business Review study, 73% of respondents shop both online and offline, which makes them omnichannel customers.
Moreover, the more channels customers use to make purchases, the more they spend on average. Omnichannel shoppers are also more loyal and tend to use the same service 23% more often. Based on the study, companies that focus their activities on long-term growth and customer experience seem to generate more sales.
Omnichannel marketing techniques allow marketers to add automation to their activities and eliminate mundane tasks. Using special omnichannel automation software, businesses can offer a personalized customer journey in real time without relying on manual labor. For example, a customer can get a push notification via the app alerting them regarding a discount at the store whenever they are in proximity. This will incentivize them to step by your brick and mortar and make a purchase.
How to craft an omnichannel marketing campaign that converts into sales? This process requires marketing expertise and an in-depth understanding of the market and customers. In this segment, we will dive into six best practices that will help you launch a successful campaign without making common mistakes.
Omnichannel marketing is all about customers and their experiences. If you would like to incorporate this approach into your activities, you need to ensure that all departments are on the same page.
Being customer-centric in theory and enforcing it across the company is not the same thing and can be quite difficult to execute. This type of marketing forces you to facilitate clear omnichannel communication and smooth collaboration among departments.
You can accomplish that by speaking to your employees and trying to understand their actions and how they affect the customer experience. The goal is to align the needs of your employees with the needs of the customer and create a strategy that incentivizes people across the departments to deliver the best omnichannel services.
Utilizing all the data available to you is a great way to improve your marketing activities. By collecting and analyzing customer data through omnichannel marketing software, you can learn a lot more about them and use this information to customize and retarget your ads.
You might even discover new user segments that can be interested in your product and launch new marketing campaigns to attract them. Data is the cornerstone of any modern business and can help you understand the market, channels, and customers much better.
Using data, you can segment your user base into different categories, which can be further grouped by their purchasing journey. For example, some customers shop once a month while others once a year. These groups require different approaches and messages to yield results. Even small businesses can take this step and create customized messages and ads based on customer purchasing patterns.
It is also vital to distribute the customer base across the sales funnel. The messaging that would work on prospects will fail when used on recurring buyers. This requires a great understanding of how well a certain customer knows your brand.
According to Accenture, 56% of customers are more likely to make a purchase after being recognized by their name. Personalize the experience for your customers and offer seamless ads. Research shows that users are tolerant of advertisements when they are beneficial and relevant. For example, the customer that makes a purchase once a year around summer can benefit from a small reminder in May.
Zendesk's study shows that over half of their customers would like to be able to solve their own product issues without referring to customer support. Make sure your onboarding process is simple and intuitive to allow customers to autonomously navigate through the entire experience.
Customer support is also required, but it needs to be actually helpful and available. The popularity of AI chatbots has created a lot of frustration, as many customers do not find them welcoming. It is recommended to opt-in for real support via social media platforms, emails, or phone calls.
Finally, measure your marketing campaign performance and optimize your activities in the future. Executing any marketing activities without putting the results into a tangible format is not going to yield any measurable outcomes. This will make the assessment of your campaigns significantly harder. Make sure to always track and measure important KPIs and analyze the results to make future improvements.
Omnichannel marketing can be applied across various industries, including travel, healthcare, food and beverage, education, eCommerce, marketplaces, and many others. When used correctly, it is a universal strategy that can aid companies in increasing sales and building long-lasting relationships with customers. In this section, let’s explore some use cases of the omnichannel marketing approach. Travel
The tavel industry can benefit from the omnichannel approach by offering the customer additional services through apps and websites. For instance, airlines can remind their passengers about upcoming flights or send updates regarding any flight-related information. The tourism industry also includes hotels, car rentals, city guides and more, which can also be used to motivate customers to make a purchase.
Example: Virgin Atlantic provides proactive customer support that reaches out to the customer themselves instead of forcing the client to go through the hoops of contacting the airline. For example, if the passenger gets kicked off the flight, customer support gets in touch with them to help the client finalize their purchase. This way, the airline does not lose money as well as stands out through its proactive customer service.
Some restaurants already use an omnichannel approach to enhance customer experience. For example, guests can get a special offer through a restaurant app, earn points to receive a discount, and order food online.
Example: Starbucks built an application that allows users to browse the menu, add money to their account to make purchases, as well as earn points that translate into discounts. The more the customer shops at Starbucks, the higher the rewards they receive in the form of special offers and discounts.
Learning user engagement patterns can also help in the education sector. You can offer personalized journeys to your students and make their experiences more fruitful and pleasant. The omnichannel marketing approach allows you to learn the preferred channels of your students and organize courses in the most convenient way.
Example: Italki offers an omnichannel experience by synchronizing data across the web and mobile versions of the service. Users can join the platform, schedule lesions and message other students on both desktop and mobile applications. The history of each interaction is stored and makes the transition from one device to another seamless and easy.
Crafting an efficient omnichannel marketing strategy can be an overwhelming task that requires technical expertise, in-depth marketing acumen, as well as omnichannel marketing software and a great understanding of the customer base. Reteno is a team of marketers that can help you launch a successful marketing campaign across multiple channels and win your loyal customers with omnichannel automation features. Get in touch with our experts to embark on your great digital marketing journey with us.
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