Omnichannel marketing is an amalgamation in which the whole is greater than the sum of its parts. Though each component of omnichannel marketing is important, it is their cohesive power that makes a meaningful impact on potential buyers.
A combination of touchpoints working in unison has the potential to make the difference between a forgettable encounter with marketing material and one that makes an indelible impact in the form of customer loyalty. Though inbound marketing has become increasingly complex in recent years, there is no need to search the web for “What is omnichannel marketing?”. Instead, read through our brief guide below.
The Omnichannel Strategy
The omnichannel approach is as it sounds in that it involves the use of numerous channels to combine into a cumulative force that convinces prospects to convert into paying customers. The omnichannel approach constitutes an important competitive advantage in that it improves brand recognizability across channels.
The customer-centric approach to marketing across channels facilitates the creation and fortification of customer relationships. Such relationships make it easier to gain inroads with customers and retain their patronage.
The omnichannel strategy also plays an integral role in improving customer experiences with the brand. The delivery of relevant content throughout a wide array of channels creates a powerful bond that motivates customers to return even though there are alternative options.
Brand thematic unity is central to the omnichannel approach. Common themes should be presented to viewing audiences through the following:
- Traditional commercials
- Social media content
- Pay-per-click ads
- Banner Ads
- In-store signs and other marketing material
A unified approach in which each piece of the puzzle reinforces the others creates a powerful and lasting impression that paves a path toward sales.
Social Media has Become Central to Omnichannel Marketing
The omnichannel approach has gradually evolved as time has progressed. Customer needs, preferences, and tech are ever-evolving, meaning the journey to the finish line of conversion is also changing. Nowadays, many customer journeys begin with exposure to the brand through social media marketing.
If you haven’t taken a deep dive into customer behavior, now is the time. Do some research into your target customers’ behavior and you’ll glean a better understanding of your targets. Be mindful of how customer pain points, needs, and unique preferences have changed in recent years. Aggregate relevant customer information from several sources including:
- CRM programs
- Focus groups
- Analytical tools
- Surveys
Incorporate collected customer feedback into your social media marketing and other channels. Social media “listening” is an integral component of the omnichannel approach. Listen to social media users, identifying their pain points and you’ll have an invaluable source of information for personalizing marketing efforts accordingly.
Variety is the Name of the Game
The omnichannel approach is mutually beneficial to business owners and consumers as it presents multiple avenues for mutual benefit. Diversify marketing efforts across a litany of channels and customers will learn more about the business and its value offering through a wide variety of sources. Greater exposure to marketing information across a wide variety of channels ramps up interest, sales, referrals, and ongoing loyalty.
As long as marketing material is consistent across all channels, the unified impact will make a lasting impression on customers, ultimately convincing them that the company is deserving of their spending dollars.
Above all, focus on a seamless customer experience in which marketing material of varying sorts is presented in a visually and linguistically unified manner. Use the same font, logo, colors, and other symbols across the entirety of marketing material for a truly seamless presentation.
Recognize the Value of Omnichannel Personalization
Omnichannel personalization is a marketing term used to refer to how organizations change the customer experience on digital and physical touchpoints. Such diverse channels reinforce one another, building momentum from a prospect’s initial exposure to a visit on the website, social media page, or other point of contact and then a follow-up period after such exposure.
Personalize the omnichannel approach by providing prospects with communications, offers, and products specific to them and you’ll succeed in converting those prospects into paying clients, many of whom remain loyal to the brand for years, decades, or indefinitely.
The personalization of omnichannel marketing is significantly easier when addressing four key touchpoints available through technology and physical environments. The most important touchpoints are as follows:
- User activity on apps and the web
- Point of sale
- Interactive screens
- Digital displays
Collect visitor data through tech and sales associates, and follow up using a voluntary email marketing campaign along with social media. The result will be a comprehensive experience that convinces prospects to convert into paying customers.
Even limited personalization of marketing material through omnichannel marketing can make a significant difference in the minds of prospective customers as it makes it clear that the company is willing to learn about his or her needs, pain points, and desires to deliver a better value offering.
