Omnichannel marketing integrates all channels into your marketing strategy to create a unified experience for the customer and an overall improved customer experience. With omnichannel marketing, the customer can move between your marketing channels seamlessly and advertising is coordinated across the different channels. With customer satisfaction being a particular focus in today’s sales landscape, an omnichannel approach is ideal to keep your customers at the forefront of your marketing efforts by operating with a customer-centric approach.
EXAMPLES OF OMNICHANNEL MARKETING
- A customer is retargeted on Facebook with a product that they previously abandoned in their shopping cart on the website
- A customer receives a text about a promotion whilst in a physical store
- An email alerts a customer to a special offer that is newly available on their website
WHY OMNICHANNEL MARKETING WORKS
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INCREASED CUSTOMER LOYALTY
Omnichannel marketing places emphasis on a consistent marketing experience throughout the whole customer journey. Customers can reach out to the brand as easily as the brand can reach out to its customers and brands are able to personalise marketing messages for their target audience. This high level of customisation leads to improved customer experiences which then translates to high conversions and increased customer loyalty.
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HIGHER LEVELS OF CUSTOMER RETENTION
According to Google, omnichannel customers have a 30% higher customer lifetime value than those who shop utilising only one channel. The personalisation that comes with omnichannel marketing encourages consumers to purchase from the brand as they are receiving real-time assis
tance and communications. This will lead to higher levels of customer retention as the customer will find the brand attentive and easy to buy from. Higher levels of customer retention will increase the overall customer lifetime value and will therefore assure long-term business success.
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INCREASED BUSINESS REVENUE
Increased return on investment is a significant benefit that comes from operating with an omnichannel approach. When following a well-practiced audience segmentation and personalisation process, an omnichannel marketing strategy can be highly successful. This improved customer experience will lead to increased conversions and as a result, higher business revenue.
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IMPROVED BRAND AWARENESS
Omnichannel marketing strategies that are well-designed will lead to improved brand awareness through the consistent and seamless experience that customers receive every time they encounter the brand. When communicating a consistent brand message across multiple channels, businesses will create a more recognisable brand.
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QUICKER HANDLING OF CUSTOMER CONCERNS
Generally, omnichannel marketing allows brands to deal with customer concerns more quickly and efficiently. As a result, brands that adopt an omnichannel marketing strategy will witness higher levels of customer satisfaction and retention by providing better customer service.
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ENHANCED CUSTOMER EXPERIENCE
Arguably the most significant benefit of adopting an omnichannel marketing strategy is providing an enhanced customer experience. When dealing with a brand, customers will want every interaction with the brand to be part of a singular experience. Omnichannel marketing makes this possible as touch points of the customer experience are not repetitive or siloed. When there is a seamless and consistent customer journey across all platforms, the customer experience is enhanced.
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A STREAMLINED CUSTOMER JOURNEY
An omnichannel marketing strategy is advantageous for collecting valuable information, insights and data about your customers. Because your channels are aligned and connected, you are able to understand your customers’ lifecycles better which can be leveraged to provide an even better customer experience and therefore, higher levels of customer retention.
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REDUCED CUSTOMER LOSS
If your customers are entertained across their preferred channels in actual time, there will be a reduction in customer loss rates. This is because you are able to fulfil their expectations quickly and in a way that suits them. Omnichannel marketing means that there will be an omnichannel customer service strategy where you can work with your customers in real time to resolve their issues.
Although omnichannel marketing is an effective way to promote your business and communicate with your customers, it may not be suitable for every business. It is important to consider your personal business goals and explore how successful it would be to implement an omnichannel marketing strategy.
Do you have any questions about whether an omnichannel marketing strategy is the right path for your business? Allow us to share our expertise and contact us.