Omnichannel marketing is one of the business buzzwords many non-marketers roll their eyes at but it refers to a significant shift from the multichannel marketing approach: Customers are now offered an integrated experience. This means that no matter how the customer chooses to engage with you, whether it’s via your website, mobile app, Facebook page, a phone call or in your physical store, they’ll have the exact same experience. How they engage makes no difference to what they encounter in their purchasing journey with you.
If your business has all of the above listed channels available to your customers, you may consider yourself to be actively participating in creating an omnichannel experience for your customers. However, when you’ve put together an omnichannel marketing campaign you’re offering your customers the option of moving between the different channels with no glitch in their experience of your brand. You understand they may start in your mobile app, move to your website and actually make contact or conclude a purchase on the telephone. With this understanding in mind all your channels are seamlessly integrated and the experience is fluid for the customer.
Why does omnichannel marketing and engagement work?
Because it puts the customer first. The customer chooses how they want to engage with your brand and which channel is suitable to them at that moment. Many companies run different campaigns across different channels. This means the channels and various campaigns remain disparate silos of different information. Not so if you’re operating with an omnichannel marketing strategy.
Here are three reasons why you should embrace an omnichannel marketing strategy.
1. Your brand becomes a most trusted service or product provider
When you implement an omnichannel marketing strategy all your channels of communication result in a holistic experience for your customer. The information your customers find on your website is reflective of what’s on your Facebook business page and other channels as well as in store. This shows that they can trust you - when you offer special deals or launch a new product, it is legitimate.
2. It simplifies your marketing message
An omnichannel marketing strategy simplifies and streamlines the message you want to send your customers. If your messages are disjointed, your audience may become dismissive of them and less likely to engage with your brand resulting in less loyalty – and purchases.
3. It underpins your customer retention efforts and motivates buying behavior
Your customers will respond positively to a fluid experience. Being able to engage via your website while in store, for example, while they’re looking for a specific product and then being able to complete the purchase easily motivates buying behavior. They’ll continue supporting your business when all channels and employees are working together seamlessly.
To find out more about successfully managing your customers’ experiences with your brand, have a look at our blog about how companies are now looking to up the ante on their CRM to deliver on excellent customer experience.