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When your prospective customer has endless avenues to choose from, it’s much harder to track their route. Companies of all shapes and sizes have had to evolve their strategies to provide a more reliable, and complete experience across every channel. Enter the age of omnichannel marketing.
You may be asking yourself, “what exactly is omnichannel marketing?”
As you begin to establish your strategy one of the first things you’ll notice, is that there are countless ways to engage with your customers. The typical avenues available for a marketing campaign often include:
- Single channel marketing: When you focus all your efforts on a single touch point – like a physical store.
- Multichannel marketing: When customers interact with multiple touchpoints that work independently of each other. Retailers are often aware of the touchpoints available, but they don’t incorporate them into a single unit.
- Omnichannel marketing: When all your marketing efforts are connected to create a cohesive marketing strategy. Everything comes together to improve the customer experience.
- Cross-channel marketing: When the customer experiences different touchpoints and engages with them as part of the same company. Each channel here has its own distinct funnel.
The main principle of omnichannel marketing is that it’s customer-based, not channel-based. The main goal is to make the customer experience as easy as possible, and that means consistent engagement no matter where or how a customer is interacting with you.
An omnichannel strategy creates a seamless experience for customers. The jacket you viewed on your laptop is the same one you saw while scrolling through Instagram on your phone and the same one you received an email about when they went on sale a week later. The message is reliable, device agnostic, and most crucial, it’s customized based on your browsing behavior.
Usually, customers often use a combination of channels to make a purchase. Effective omnichannel marketing ensures your company’s content, messaging, pricing, and mission follow your prospective customer through their buyer’s funnel.
Different companies use omnichannel marketing differently because their leads and customers are not identical.
Omnichannel marketing is all about personalization. First, find out who uses your services and how they do so. Then, tailor your omnichannel marketing experiences to them.
So, what are some benefits of omnichannel marketing?
- Improves Customer Experience > A positive customer experience can increase company loyalty.
- Enhances Customer Interaction > Tailor personalized emails and messages to increase responses
- Reduce Cart Abandonment > Send a bump email to come back and schedule.
- Track Multiple Devices > Reach customers no matter what device they use.
Customers enjoy a seamless experience, and businesses gain improved customer retention and revenue. As the way customers interact with companies continues to evolve, the need for companies to move towards omnichannel marketing will grow. However, implementing an omnichannel strategy isn’t an easy task for many. In fact, it can be a major overtake of your business model.
Speak with a specialist today and see Reputation Sensei’s Email Marketing Service can boost your marketing efforts with omnichannel marketing and create personalized campaigns.
Want more information about Omnichannel Marketing and it benefits? Check out this video below!
