Omnichannel Marketing: A Complete Guide

Omnichannel Marketing: A Complete Guide

omnichannel

In this digital age, consumers may not be excited at the first sight of a product, or service from a random marketing channel. The common practice is to use various channels through multiple devices. And to match that practice, marketers need to use omnichannel marketing as well.

Look at it this way. It is not uncommon for a customer to be browsing on the online platform while shopping for the same product in their favorite store.

This is all courtesy of the emergence of multiple communication digital channels. According to data by Google, customers flip between devices frequently to meet their daily engagement.

And for that reason, the expectation of their favorite brands have gone a notch higher. Going by the data from Statista, apparently, more businesses are adopting this marketing methodology.

omnichannel marketing

That is why it is essential for brands to embrace marketing strategies that keep up with the requirements of their customer journey.

In other words, if your customers have adopted a wide range of communication platforms it is only brands that engage in channel marketing strategies that will have a competitive edge over their competitors.

Not surprisingly, the concept is already catching up. The majority of brands have embraced this successful marketing strategy in their marketing plans.

These brands have discovered a crucial marketing edge that is helping them get ahead of the competition and improve their bottom line.

And you can do this too. To get started we have created a complete guide, to help you learn how to leverage omnichannel strategy to skyrocket your sales. Read on to learn more.

What Is Omnichannel Marketing?

Omnichannel marketing is the integration of multi-channel marketing into a cohesive experience in the customer journeys.

In other words, it’s a marketing channels strategy that offers a consistent and seamless experience to customers across all channels.

The Harvard Business Review considers it, “a panacea for a difficult environment”

HBR

Omni channel marketing is not a new concept. It’s been around for quite some time now. However, with the advent of digital and social media, the concept has evolved significantly.

With the traditional marketing channels, such as print and television, you could reach a large audience with your message. However, you had no way of knowing how many people actually saw or heard your message.

With digital and social media, you can track every single interaction that a customer has with your brand. This gives you a wealth of data that marketing teams can use to fine-tune and encourage customers down the sales funnel for a consistent experience.

The purpose is to create an integrated shopping experience for their customers across all touchpoints. This might include brick-and-mortar stores, e-commerce platforms, social media, mobile apps, and more.

This marketing strategy is designed to meet customers where they are and provide them with a seamless omnichannel experience. The goal is to create loyalty and build relationships with customers that last.

Omnichannel vs Multichannel Marketing

Now that you know what this channel marketing is all about, it’s time to differentiate it from multi-channel marketing.

Multichannel marketing is the use of multiple marketing channels to reach and engage customers. However, these channels are not integrated into a cohesive customer experience.

For example, a company might use print ads, television commercials, and radio ads to reach its target audience. However, each of these channels operates independently from one another.

There is no cohesion between the various channels. As a result, the customer experiences can be quite different depending on which channel they interact with.

Omnichannel marketing, on the other hand, is the integration of all the channels into a cohesive marketing strategy.

In other words, each channel works together to create a seamless experience for the customer across all the touchpoints.

Whether the target audience interacts with your brand online, in-store, or through social media, they should have the same consistent experience.

The goal is to create customer loyalty and build relationships for customer retention.

As you can see, the main difference between omnichannel and multichannel marketing strategies is the focus on the customer experience.

With Omni channel marketing, the focus is on creating a seamless, cohesive experience for customers across all the channels.

While both omnichannel and multichannel marketing strategies have their place, omnichannel is quickly becoming the preferred approach for many businesses to enhance a consistent brand voice.

And it’s not hard to see why.

With the rise of digital marketing, customers now expect a cohesive, seamless experience for brand loyalty. The omnichannel form of marketing is the only way to provide that.

What Are the Benefits of Omnichannel Marketing Strategy?

There are many benefits of omnichannel marketing. Here are some of the most important ones:

  • Increased Customer Loyalty. The marketing strategies are designed to create loyalty and build relationships with customers that last.
  • Improved Customer Experience. The focus on the customer experience is what sets omnichannel apart from other marketing strategies. By providing a seamless, omnichannel experience for customers across all touchpoints, you can improve the overall buyer’s journey.
  • Increased Sales and Revenue. An omnichannel strategy can help you increase sales and revenue by providing a more consistent and seamless experience for customers.
  • Better Data and Insights. They provide you with big data solutions and insights into customer behavior. This allows you to create an effective strategy and make more informed decisions.
  • Increased Engagement. The marketing strategies are designed to increase engagement with both new and repeat customers. By providing a more seamless and cohesive experience, you can have potential customers engage with your brand.

 

How to Build Omnichannel Marketing Campaigns

Now that you know what omnichannel marketing is and why it’s important, it’s time to learn how to develop strategies for marketing campaigns. This is especially essential if you’ve to keep up with the current marketing trends.

Here are the steps you need to take:

Understand the Customer’s Needs

The first step is to understand the needs of your target customer.

  • What are their pain points?
  • What are their goals?
  • What motivates them?

It is only by evaluating these questions, that you will be able to understand whether your channel marketing strategy provides the customers’ anticipated needs in their buyer’s journey.

Based on your findings, you can either escalate the marketing action further or repeat the process using the data collected.

For a successful marketing strategy, there is a need for customer-centric cross-channel marketing to enhance your company’s brand.

The bottom line is, that it is only by understanding the customer journeys, you can create a campaign that resonates with them and provides them with the information they’re looking for.

Make Data-Driven Decisions

In order to make sure your marketing campaigns are successful, you need to base your decisions on data.

This means using data to understand which channel marketing is most effective for reaching your potential customer, and what type of content resonates with them.

It also means using data to track the performance of your campaign using different channels and making adjustments as needed.

This will only happen by creating buyer personas, knowing your target audiences, their location, tastes and preferences, and what they hope to achieve by consuming your product or service.

Remember, it is only by leveraging the right data tools you can derive precise information. Once you have this data, on your customer needs, you can build an effective marketing strategy to enhance the customer journey.

Otherwise, it’s impossible to know whether your omnichannel strategy is truly successful.

Choose the Right Marketing Tools

There are a variety of marketing tools available that can help you reach your target customer across multiple communication channels.

The key is to choose the right ones for your business and your goals.

Some of the most popular omnichannel marketing tools include:

  • Marketing Automation Software: This software allows you to automate digital marketing making it easier to manage your campaigns and freeing up time to focus on other areas of your business. Furthermore, marketing automation enhances consistent messaging by leveraging AI tools. With such tools, you can target customers based on among others their position in the buyer’s journey, to send the right message at the right time.
  • Content Management System (CMS): A CMS can help you create and manage your website and blog content, as well as update your social media platforms
  • Customer Relationship Management (CRM) Software: CRM software helps you manage your customer data and interactions, making it easier to track your marketing channels.
  • Social Media Management (SMMS) Software: Unlike CMS, SMMS software is mainly designed to make it easy to post and manage your social media content, as well as track your results.

Segment Users for Precise Omnichannel Marketing

Omnichannel marketing is all about providing a personalized experience on the customer journey. This means segmenting your users based on their activity and interactions with your brand.

By doing this, you can create targeted content and campaigns that are more likely to resonate with each individual customer.

There are a variety of ways to segment your users, but some common methods include:

  • Channel: characterize your users based on the channels they use to interact with your brand. This could include social media, email, your website, etc.
  • Location: consider your users’ geographic location. This could be by country, region, city, or even zip code.
  • Device: Segment your users based on the type of communication channels they use to interact with your brand. This could include desktops, laptops, mobile devices, tablets, etc.
  • Shopping behavior: analyze your users’ shopping patterns, such as whether they are new or repeat customers, how often they visit your site, what pages they view, etc.
  • Demographic zoning: Segment your users based on their demographic information, such as age, gender, income, education, etc.

Personalize Your Channels

Once you have segmented your users, it’s time to start personalizing your channels. This means creating content and campaigns that are tailored to each potential customer based on their position in the sales funnel.

Some ways to personalize your channels include:

  • Use data to understand which marketing channels are most effective for reaching your target customer and what type of content resonates with them.
  • Creating targeted content or ads for each channel that are relevant to your target customer.
  • Use data to understand which channels generate the most leads and sales and focus your efforts on those channels.
  • Testing different content and campaigns on each channel to see what works best.

Track and Monitor Marketing Efforts

Last but not least, it’s important to track and monitor your omnichannel marketing efforts to ensure they are truly successful.

This means setting up tracking codes on your website and each of your channels, as well as using analytics software to track your results.

Some metrics you may want to track include:

  • Website traffic: Track the number of visitors to your website, as well as where they are coming from
  • Channel engagement: Track the engagement on each of your channels, such as likes, comments, shares, etc.
  • Leads and sales: Track the number of leads and sales generated from your multichannel marketing.
  • Conversions: Track the number of visitors who take the desired action on your website, such as signing up for a newsletter or making a purchase.
  • Cost per lead: Track the cost of acquiring each new lead through your omnichannel.
  • ROI: Track the return on investment (ROI) of your channel marketing.
  • A/B testing: Test different content, campaigns, and strategies on each channel to see what works best.

By tracking these metrics, you can better understand what’s working and what’s not and make necessary adjustments to your strategy.

Omnichannel Marketing Examples

Now that we’ve gone over the omnichannel marketing definition and how to create its marketing strategy, let’s take a look at some real-world examples.

amazon marketing

Amazon Marketing Strategy

Amazon is a master of omnichannel marketing. They use a variety of channels to reach their customers, including their website, mobile app, and email.

They also use personalized messages in their channels to each individual user, using data to understand what type of content and offers are most relevant to them.

In addition, Amazon uses tracking codes on its website and channels to track its results and ensure its omnichannel marketing strategies are truly successful.

They collect a variety of data from your purchases, location, and other items you viewed while on their site.

This is all aimed at understanding the potential customers’ shopping behavior and their customer needs.

Apple Channel Marketing

Like Amazon, Apple also uses a variety of channels to reach its customers.

However, what sets Apple apart is its focus on quality over quantity to win and retain customers. They create fewer campaigns but make sure each one is high-quality and relevant to their target customer.

Below is a screen grab of the “Romeo and Juliet” ad campaign that first aired over the holidays in 2016. It uses video as part of its omnichannel marketing approach to appeal to the emotional human nature, to market iPhone 7 Plus.

apple omni

In addition, Apple uses data to understand what type of content sends a consistent brand message to its users.

And like Amazon, they also use tracking codes and analytics software to track their results.

Nike Omnichannel Strategy

Nike is another great example of an omnichannel marketing strategy done right. They employ an array of marketing channels all blended up together in one powerful marketing approach. This makes their approach one of the most effective omnichannel marketing strategies.

Nike also personalizes their channels to each individual user, using data to understand what type of content and offers are most relevant to them.

In addition, Nike uses simple yet striking ads like the one below to capture the attention of their customers, in whatever channel of advertising ensures their marketing strategy is truly successful.

nike omnichannel

Starbucks Channel Marketing

Starbucks is yet another company that does omnichannel marketing right. The coffeehouse giant uses a variety of channels to reach its customers, including its website, mobile app, email, and even in-store.

Starbucks also personalizes each channel for the individual user. They use data to segment their audiences and send targeted content that is most relevant to them.

In addition, Starbucks uses tracking codes on its website and channels to track its results and ensure its omnichannel strategy is truly successful.

starbucks omni

Walmart Omnichannel Marketing Approach

Walmart is the final example on our list of companies that do omnichannel marketing right. They use a variety of channels to reach their customers, including their website, mobile app, email, and physical retail stores.

Walmart also personalizes its channels to each individual user, using data to understand what type of content and offers are most relevant to them.

In addition, Walmart also uses tracking codes on their website and channels to track their results and ensure their marketing hits the mark.

Omnichannel Marketing Platforms

Now that we’ve gone over some examples of companies that use omnichannel marketing strategies, let’s take a look at some of the best omnichannel marketing platforms.

HubSpot

HubSpot is one of the most popular and well-known marketing platforms out there. They offer a variety of features and tools to help companies with their marketing strategy, including omnichannel marketing strategies.

While Hubspot has paid tools they also have free tools you can use to bump up your marketing and increase your brand visibility.

Below is a screen grab of some of the tools on their page.

hubspot omnichannel

HubSpot’s channel marketing features include the ability to create and manage campaigns across multiple channels, track results with data and analytics, and personalize content for each individual user.

Salesforce

Salesforce is another popular marketing platform that offers omnichannel marketing features.

Their marketing strategies features include the ability to create and manage campaigns across many channels, track results with data and analytics, and personalize content for each individual user.

In addition, Salesforce offers a variety of other features and tools to help companies with their marketing efforts, including email marketing, lead management, and sales automation.

With salesforce, you have a marketing tool to adopt your channels of marketing to suit your customer needs.

salesforce omni

Pardot

Pardot is a marketing platform that’s owned by Salesforce. They offer many of the same features as Salesforce, including omnichannel marketing.

However, there is a difference in terms of the target market. Pardot’s target is the B2-B market while Salesforce is focused on the B2C market.

Its successful omnichannel marketing strategies features include the ability to create and manage campaigns across multiple channels, track results with data and analytics, and personalize content for each individual user.

Pardot also offers an array of other features and tools to boost companies’ marketing plans. Among these includes, email marketing automation, lead nurturing, and a few others.

Marketo

Marketo is another popular marketing platform that offers omnichannel marketing features.

Their omnichannel marketing strategy is all about the ability to create and manage campaigns across multiple channels, track results with data and analytics, and personalize content for each individual user.

marketo omnichannel

Companies can use their tools for marketing work, for more effective email marketing, lead generation, and growing sales.

Eloqua

Eloqua is another marketing platform that’s owned by Oracle. They offer many of the same features as Oracle Marketing Cloud.

Their omnichannel marketing strategy is based on the ability to create and manage campaigns across multiple channels, track results with data and analytics, and personalize content for each individual user.

Eloqua also features useful tools businesses can use to grow their marketing reach, increase new customer acquisition and enhance customer retention. Their multi channel marketing tools to help companies with their marketing strategies include personalized campaigns, lead scoring, and real-time account insights.

oracle omnichannel

Conclusion

Omnichannel marketing is a type of marketing strategy that uses multiple channels to reach customers.

Its goal is to provide a consistent, seamless experience for customers regardless of the channel they’re using.

It is a complex but important part of today’s marketing landscape. Nonetheless, by following the tips above, you can create an omnichannel marketing strategy that will help you reach your target customers across all channels.

So, if you’re looking for a way to reach your target audience and provide a better customer journey for them, omnichannel marketing may be the right strategy for you.

 

Written by
John Timmerman
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