Customers of today connect with brands through a variety of online and physical channels and devices before making a purchase. Before consumers reach the top of the funnel, they usually interact with six to eight touchpoints. As a result, a tailored and consistent message is crucial for attracting customers, guiding them through the sales process, and influencing their choice of your brand.
This article explores omnichannel marketing, its advantages, and key steps for developing an omnichannel strategy that offers a powerful, consistent message and nurtures your prospects across their whole buyer’s journey. But let’s first discuss what omnichannel actually entails before we get into the specifics of formulating a plan.
What Is Omnichannel Marketing?
Omnichannel marketing is the seamless delivery of advertising messages to consumers at various online and offline touchpoints along the sales funnel. It can be modified in response to the aforementioned consumer’s actions to deliver a more significant and individualized customer experience.
For a consistent buying experience, this customer-centric marketing strategy enables consumers to engage with a business through a variety of channels, including social media and customer care calls.
Several instances of omnichannel marketing include:
- Sending a customer who is shopping in-store an email or SMS with a promotional offer
- Using a Facebook advertisement to retarget a buyer who abandoned a product in their online shopping cart
- A client who receives real coupons in their mailbox coupled with a WhatsApp message about a promotion
What Are The Benefits Of Omni-Channel Marketing?
Through material influenced by previous contacts with customers and the present stage of the buyer’s journey, omnichannel marketing ensures a consistent, recognizable brand voice and customized messages based on particular interests.
Customers are more likely to interact with branded content across channels when it is personalized based on their purchasing patterns and interests.
Numerous advantages come from integrating an omnichannel strategy into your marketing campaigns, including:
- Cohesive brand strategy and identity: A more recognizable brand tone and brand presence are required for and produced by a seamless multichannel marketing approach. This brand’s image is based on the demands, problems, and values of the target market. A thorough brand strategy that translates to a more laser-focused message will be produced by creating an omnichannel marketing strategy within the confines of your company’s brand rules.
- Better UX: Individual experiences across many channels and devices are the main emphasis of omnichannel marketing. This streamlines and improves the consistency of the user experience for the customer.
- Boost in revenue: Companies start to create stronger sales and retention rates as a result of better overall UX. Customers that interact with several touchpoints are also 30% more valuable. The rise in engagements at each stage of the buyer’s journey leads to more revenue since omnichannel marketing promotes customer contact across several touchpoints. Better customer loyalty from highly focused messaging also correlates to greater purchases over time: repeat customers account for 40% of revenue.
Omnichannel marketing can also boost your ROI, owing to:
- Consistent messaging: This mostly entails tailoring information at each point of the user journey and educating the marketing, sales, and customer support teams on how to effectively communicate with customers.
- Continuous communication: Consistency in communication across all platforms makes sure that your prospects are led in the right direction at various brand touchpoints.
- Consistent experience: A consistent customer experience throughout the purchasing process increases a customer’s lifetime value. The best way to do this is to train your staff to consistently respond to the various ways that customers engage with your brand.