At a time, when digital platforms are becoming hubs for the marketing of brands, the argument that traditional platforms are still relevant to some extend also exists. Omni-channel marketing creates a symphony of both online and offline platforms to offer a convenient, seamless user experience for consumers.
What is Omni-Channel Marketing?
To break down the world Omni-channel, Omni means from or of all things and channel means a method or system of communication. Hence, the name suggests, Omni-channel marketing is the seamless integration and cooperation of the various channels organizations with a focus on “customer”.
This customer-centric view of marketing tactics allows clients to interact and engage with brands on their terms.
Digital marketers use the omnichannel marketing strategy to promote various leading brands across the world by creating a consistent brand experience. So, regardless of whether it is physical (e.g. stores) or digital channels (e.g. websites), the consumers must have opportunities for fulfilment.
Omni-Channel Marketing, The Key to Customer’s Experience
As mentioned before, omnichannel marketing is a customer-centric marketing concept which does not focus only on one medium to reach the audience and vice versa. As this ensures strong communication both ways from physical stores to websites, emails, texts, etc. this ensures a higher ROI or return on investments.
Why?
Have you heard the adage, “don't keep all your eggs in one basket”?
Exactly! When you allow your clientele to experience your brand with a consistent quality of service and convenience to find and purchase online, in-store, or a combination like “buy online and pick up in-store”, this allows
Today, organizations across industries are leveraging omnichannel strategies, including healthcare, retail, finance, technology, and more.
Omni-Channel Digital Marketing
When we speak of the omnichannel second element, digital marketing, the different channels targeting clientele includes search, social media, mobile marketing, e-commerce websites. Omni-Channel marketing digital marketing is essentially leveraging online tools to enhance the overall shopping experience.
A great example is the rise of store pickups in the west. This was accomplished by viewing the experience through the eyes of your customer, orchestrating a seamless experience across all channels. This is also anticipating that customers may start in one channel and move to another as they progress to a resolution.
See It from The Customer’s Lens
When you see your product be in-store or on the website, however, the entire experience should be viewed through their eyes and reviewed regularly. This includes researching, purchasing, and connecting with your products. The testers must experience searching for a certain product, placing orders, interacting via all available channels. Both external and internal testers can focus on testing if the platform offers a delightful experience or not.
Data is New Crude Oil
Digital marketing, rather marketing in itself is dynamic, adding to it is omnichannel marketing, hence, data will be your key to measure success in terms of the response of real people over time. Not only can you personalise the experience of the clientele based on the data online and in-store, but it also delivers relevancy.”
The Right Message:
The internet is filled with stories of how small aspects of a business can entirely change the scenario. How signage can change customer behaviour is one such bizarre-sounding yet reality-based example of the same. Speaking of message, content is how your brand communicates with the audience and each of its details matters.
4. Develop Content/Messaging that Addresses Use Cases and Behaviors
Content and messaging are key. If a customer has previously engaged or purchased your product, you probably want to consider that in your marketing. If a customer has put something into a cart but hasn’t yet purchased it, use your content to reference that intent.
You must understand how different clientele must be targeted to, what’s their motivation, master the art of messaging them that drives higher engagement, loyalty, and purchases.
Reconnect, Remind
Speaking of mastering the art of communication, content can become irrelevant if not fed to the right audience. Today, the diversity of the platforms from social media to email as well as the devices from mobile to laptop is increasing. It won’t be foreign if you see one product on a brand’s official website one day, add it to the cart and forget. And the next day, view the same product on the laptop at home, and next thing you know, you have an email with an irresistible heading on weekend. You will eventually end up having the last pair.
Unlike multichannel marketing, which only uses a few methods to engage the customer, Omni-channel marketing is synonymous with everything working in sync. So, for one transaction, there are many interactions, you should be able to hear them out and respond to them on all platforms. It is a complicated and uphill battle for sure, but one you can win with the right balance.
Get The CEO Magazine to your Door Steps; Subscribe Now
