It’s highly unlikely that a customer will proceed to checkout to make a purchase after visiting a website for the very first time. Before hitting that proceed to checkout button, your customers first need to view your brand as trustworthy. While it sounds like a tough task, omnichannel marketing can be a very effective tool to create trust amongst a target audience.
What Is Omnichannel Marketing?
In short, omnichannel marketing is when you use all your different channels (both digital as well as traditional) and try to create a seamless experience for your target audience. This means that it will adjust its message to the behaviour of the customer to offer the best customised and integrated experience.
An example is sending a message via Facebook about the item that’s still waiting in a shopping cart and then also retarget ads for that specific item.
While omnichannel marketing is very similar to multichannel marketing, they are, in fact, not the same.
Multichannel vs Omnichannel Marketing
There’s one major difference between multichannel and omnichannel marketing and that’s what gets placed at the core. Multichannel marketing is created around the brand and omnichannel marketing creates its strategy around its customers.
This makes multichannel marketing simpler in a sense as you can send the same message to your entire target audience, whether it’s via Facebook, SMS text marketing or email. In other words, the channel that’s used doesn’t matter.
Though, if you were to use omnichannel marketing, you will have to modify your messages depending on how customers are interacting with the channel. This means that by using this approach, your customers will get a personalised message that is actually linked to what they’ve searched for.
Does Omnichannel Marketing Work?
The stats reveal that omnichannel marketing does in fact work (and very well indeed). According to one study, omnichannel marketing enjoyed almost 19% more engagement when the marketing team used at least three channels.
And, the story gets even better… Not only can omnichannel marketing improve engagement, but it can also boost revenue. Customers spent 13% more when they engaged with an omnichannel marketing campaign resulting in a 250% higher purchase rate.
Four Steps to Take Your Omnichannel Marketing to the Next Level
If you want to switch to omnichannel marketing, you need to begin by getting the basics right and make sure that all the stakeholders are in agreement. The following four steps will help to ensure that your foundation is right so that you can implement this strategy without a hitch.
Make sure that everyone is on the same page
This approach requires that both digital and traditional channels must work together to create a seamless experience for the customers. So, start by getting your team members to do the same.
To make this marketing strategy a success, everyone on your team will have to work together to make sure that everyone knows the customers very well. By boasting an in-depth knowledge of the customers, your team will be able to respond and interact with them much more effectively.
Study the data of the customers to understand what makes them tick
If you want to make this a success, you need to find out everything that you can about your customers. While this might sound creepy, you’re doing this to serve them better as they instrumental in your brand’s success.
You can start by taking your channels for a “test drive”. While you’re at it, it’s a good idea to make an online purchase too using your website.
But don’t stop here! You can also ask outsiders to help you analyse the customer experience.
After you have interacted with your digital and traditional channels, try to get customers to share their first-hand experience about interacting with your channels. A survey can work wonderfully!
You can, for example, offer some kind of incentive, if customers come across as unwilling and hesitant to answer the survey. After all, who’s not swayed by a freebie? Then, make sure that you try to implement the suggestions that your customers have shared in the survey, otherwise this exercise would have been a waste of your resources and your customers’ time.
Use segmentation to target your messages better
After you have gathered valuable data about your customers, you can create different lists for your customers based on characteristics like demographics, gender, age, relationship status, shopping behaviour, etc. By segmenting your customers in this manner, you can send your personalised messages more successfully.
You can also use automation to make sure that your customers will receive the right message at the right time during the customer journey. This step is key as your customers will respond to your messages better when it remains relevant to their needs.
Like most things in life, omnichannel marketing will also “get better with age”. As you gather more information about your customers and take the time to study it, you will start to see better results.
In addition to analysing your customer’s data, you also need to analyse your own practices. In other words, you need to evaluate and measure the effect of using different pictures, subject lines, wording, etc. on a regular basis.
Testing these elements continuously will help you to determine which customers prefer which messages. Although this step might sound time-consuming, it will help you to identify the most effective blueprint.
In today’s day and age, customer experience is extremely important. As a matter of fact, the majority of customers do not mind paying more for an item or a service, if it means that the customer experience will be better.
So, implementing an omnichannel marketing strategy can be a win-win. It will help your company to improve its revenue and your customers will be happy as they have received the experience that they’ve grown accustomed to.