Marketing was simpler in the past.
Users interact with brands across multiple platforms and devices today, often simultaneously. Even in-person and online shopping, which used to be distinct events, are no longer completely separate due to the rise of trends like buy-online-pick-up-in-person.
As consumers expect more, so are their expectations.
Customers expect the same level of service and brand experience, whether they are scrolling Facebook, checking their emails, or shopping in stores.
How can you deliver the best experience to your customers and give them what they want? Omnichannel marketing.
What is Omnichannel Marketing?
Omnichannel marketing allows users to have a seamless marketing experience on all channels, platforms, and devices. Omnichannel marketing places the customer at center of all marketing strategies, and provides a consistent, seamless experience.
Omnichannel marketing is gaining popularity. 67 percent of ecommerce companies say that omnichannel is important to their business.
Although implementation of an Omnichannel Strategy can differ between companies, key goals can help identify it.
- Personalized content and ads based on past interactions with users
- Consistent branding across all platforms with the same tone and vision
- Users can continue to shop seamlessly even after they switch devices or platforms.
Omnichannel marketing can bring a lot of benefits to both customers and brands if it is done correctly. Invesp reports that omnichannel marketing strategies are more effective than traditional methods for retaining customers. This compares to brands that lose only 33 percent of customers.
Other benefits include:
- Better user experience: Omnichannel Marketing centers on the customer experience. Customers have a better experience no matter where they interact your brand.
- Increase brand awareness: Customers will recognize your brand more easily if there is a consistent experience on all platforms (including in-store).
- Improved Business Data: Omnichannel tracks interactions across channels, platforms, and even in-person sales. This shows which channels and campaigns are most effective in driving leads and sales.
- Higher sales and revenue:Marketers who use multiple channels in a campaign see a 287 per cent higher purchase rate. Also, Omnichannel campaigns have a higher order price.
Examples for Omnichannel Marketing
Most brands recognize that customers interact with them across multiple channels. It can be overwhelming to implement an omnichannel strategy. Let's take a look at some brands who are doing it right.
Starbucks is much more than a coffee shop. It's also a remote work haven.
You can also order online through their mobile rewards app. Customers can upload money, place curbside orders and claim rewards.
How can they improve their omnichannel experience with their app?
Starbucks rewards app users. This encourages them use the app. You can get extra points by ordering within the next two days, or even trying a new beverage.
Starbucks can track customer behavior in stores by using the app. This data is not available to them otherwise. To increase sales, the app offers seasonal drink recommendations and makes it easy to find them.
Disney is a leader in Omnichannel Marketing. For decades, Disney has successfully combined television, online and in-person marketing.
The brand's multichannel marketing is truly impressive in their My Disney Experience platform to visit their parks. The tool can be accessed via browser or app. Users can book tickets, book hotels and reserve restaurants. They can also coordinate with others and store photos taken at the park.
The built-in GPS allows users to locate the park and view wait times at rides. They can also access the Disney MagicPass, which is a contactless version, once they arrive at the park. For Disney+ subscribers, the app offers discounts such as 25% off hotel stays
Customers' Disney experience is made even more magical by the seamless transition from online to in person.
Warby Parker, an internationally recognized eye-glass manufacturer, was initially only available online. They have been able to use omnichannel marketing in recent years. They now offer customers the opportunity to order up five pairs of glasses at home, which is one of their most popular offerings.
They didn't create stores to sell more spectacles. Instead, they are committed to combining data from both in-person and online interactions. Dave Gilboa, co-founder of Warby Parker, shared the following:
We really concentrated on providing an excellent online experience, but also an offline one. We currently have 70 stores, and we expect to have 90 by the end. We see a clear path to many hundred stores and a successful ecommerce company em>
It works in this way: Customers can save favorite frames to the app. This allows associates in-store to access them to assist with their purchase.
Customers can also try on glasses at the store, and then take a picture. This is converted into an email link that will be sent to their email so they can complete the order online.
Omnichannel marketing allows businesses deliver the right message at the right time to the right customer, driving sales, customer loyalty and improving customer experience.
It is not easy to get it right. These are the five steps that will help you build a better Omnichannel Strategy.
Omnichannel marketing allows for seamless customer journeys. Understanding your customers' journeys when they make a purchase is key to creating seamless customer experiences.
A customer journey map can help you understand your customers' interactions with your brand. It also provides insight into their pain points and helps you create an effective omnichannel marketing strategy.
Here are the steps to creating your map
- Identify your customers. Know who your customers are, their location, and other demographic details. Use your CRM to identify your customers.
- Get to know your customers' pain points. What motivates them to buy? What are their challenges?
- Discover where your customers hang out: Which platforms are they using during the purchasing process?
- Follow the path to conversion: What are your most successful customers? Their path will not be straight. They may visit your in-store, then convert online. Or they might view your Instagram reels before visiting your store. You should try to identify the most popular paths.
After you have created your customer journey map look at your conversion tracking data and identify areas where customers are losing interest. This data can be found in Google Analytics, your sales platform, or both depending on the method you use. Insights may also be provided by customer satisfaction surveys.
Build a Consistent Brand Presence
Although it is only a small aspect of omnichannel marketing but crucial, creating a consistent brand presence can be a significant part. Make sure that all platforms have the same branding, tone, colors, marketing messages, and branding.
Next, take a look at customer reviews (or create one!) You can also look at customer reviews and surveys to see where customers are unhappy. You might find that your website is difficult to use, or your app is slow. You might send an email to everyone, but no one opens it.
Once you have identified the areas where your message isn't resonating, plan to make changes. Is your audience more comfortable with a different format or more useful content?
The goal is to be consistent and not identical. Your website may offer live chat, but that doesn't necessarily mean your social media channels don't need it. Make sure that the information is consistent, including what's in stock. It is not a good idea for a customer to check online for something in stock and then come to the store to discover it is out of stock.
Increase personalization by using Omnichannel
Segment's report found that 71% of customers feel frustrated when they shop online. It is even more remarkable that 91 percent of customers will shop for brands that offer personalized recommendations and offers.
You can't ignore personalization–it's increasingly popular and customers expect it. Omnichannel marketing is a great way to leverage this strategy.
Personalization is key to an omnichannel strategy that works. However, it's more than just using your name tag in email marketing. Omnichannel marketing uses data about customers to deliver highly relevant marketing messages at the right time.
What is Omnichannel Personalization? It can vary from brand to industry. Here are some examples.
- Customer adds an item to cart but doesn't go through with checkout. You send a customer an email later with a link to their shopping cart, a discount and a reminder to make their purchase.
- Segmentation allows you to email customers with different product recommendations depending on whether they are looking for children's or adult clothing.
- An e-commerce chatbot is used to ask customers what kinds of cleaning products they would like to use. A customized popup is created to promote a special offer on the products the customer is most interested in.
Omnichannel personalization allows you to personalize across multiple platforms by delivering relevant messages.
Automation Omnichannel with Leverage Technology
Omnichannel marketing involves gathering and leveraging data, as well as developing different funnels for different customers. This is a problem because most marketing teams don’t have the time or resources to manually manage this process.
Omnichannel marketing tools make data collection and analysis easier. This allows for better user experiences. While your stack may vary depending on the industry and size of your company there are some key platforms that you should consider.
- Data collection Omnichannel marketing uses data to better understand customer journeys and provide better experiences. Now is the best time to get Google Analytics 4. To analyze data and create reports, you can use a BI tool such as Power BI or Google Data Studio.
- Marketing automation : To build an effective omnichannel strategy, you will need to use marketing automation tools. Many of the tools you already use such as email marketing, CRMs and social media management have automation features. Zapier is a great tool to create custom triggers.
- Chatbot automation Are you looking to make your customers' lives easier even during the night? Chatbot automation: A well-designed chatbot script will answer questions, provide resources, and qualify leads even while you're asleep.
- Segmentation platform Omnichannel marketing offers the opportunity to provide a more personal experience. Segmenting your audience is key to this. This could be using dynamic landing pages, Omnisend, or other tools like Omnisend to send personalized emails, pop ups, or push notifications, depending on the industry.
Optimize and Test Your Omnichannel Campaigns
It is not a simple task to build an omnichannel strategy. You must continually test, retest and adjust your strategy to ensure it is effective. You must be prepared for changes in consumer behavior over time.
Segmentation tools mentioned in the preceding section often provide testing features. You can also use Google's Optimize and Optimizely to test audiences, landing pages, and button color changes.
This guide to A/B Testing will help you get started if you are new to testing. Although it can seem overwhelming at first, you will soon discover really valuable data if your persistence is there. Optimizing and testing drive ROI will help you build a better campaign.
Omnichannel Market Frequently Asked Questions
What are some of the benefits of an Omnichannel Marketing Strategy?
Omnichannel marketing improves user experience, retention rates, data collection and connects online and offline experiences. All of these benefits together drive sales and ROI.
What's the difference between multichannel and omnichannel marketing strategies?
The main difference between omnichannel and multichannel marketing is the focus on customer experience. Omnichannel recognizes that customers can use multiple channels at once.
What are some of the most effective omnichannel marketing tools for your business?
Omnichannel marketing requires tools that can be used across all channels. These tools include tools for email, SMS and social media. Omnichannel marketing is also possible with the help of automation tools such as chatbots. To track user interactions across the web and in apps, you will need an analytics program like Google Analytics 4.
What's an example of Omnichannel Marketing?
Starbucks' reward app is a great example of omnichannel marketing. It allows customers to track their interactions in person, make personalized recommendations and increase their engagement.
Marketing is becoming connected. Omnichannel marketing is not like multichannel marketing which aims to push similar messages across multiple channels. Instead, it focuses on creating seamless experiences that customers love.
Before you start, ensure you know who your customers are. Also, look into marketing automation tools to help you create a stronger omnichannel campaign.
Are you using omnichannel marketing? What are your challenges?
By: Neil Patel
Title: Omnichannel Marketing: How You Can Use it to Reach More People Than Ever Before
Sourced From: neilpatel.com/blog/omnichannel-marketing/
Published Date: Fri, 08 Jul 2022 19:00:00 +0000