You need a digital marketing strategy that goes beyond the website, app, and social media. Omnichannel marketing refers to cross-device branding to create a positive customer journey. It’s important to create a presence that exists across all online (you guessed it), offline (think retail stores or events), and device (look out for sms or whatsapp).
In the past, customers would leave a company because they had a bad experience. In today’s world, one bad experience can result in customer churn and many other problems. This is why we must take our omnichannel marketing strategy seriously and strengthen it to offer a positive and seamless customer experience to our customers on their journey with us.
Omnichannel marketing importance
In order to create a smooth customer experience, retailers need to understand how to incorporate many different channels. With omnichannel marketing, you can provide a great experience at every stage of the buyer’s lifecycle, reduce churn rates, and drive a positive reputation for your store.
Take an example of fast-food giant McDonalds; you can order on the app and by the time get to the shop it’s ready for you to collect. They have made the interaction with customer seamless whether it’s a walk-in, drive through or online.
Create the best omnichannel experience
Customers are not one-size-fits-all. To create a superb omnichannel experience, it’s important to deeply understand your customer. McDonalds has understood the pain points of their customer by offering rewards for purchases, free Wi-Fi, and smiling staff.
If you want to understand your customer deeply, you need to really get to know them. You need to see what they like to shop on, how they buy things, the challenges they face while shopping, what kind of relationship they have with your brand, and what kinds of devices they use.
This data will identify the points of contact with your customers, and also give you insight into how to better tailor them for their individual needs. The information will also help you identify the common problems that customers are running into, so you can create a solution for them.
Omnichannel marketing strategy
Think about the customer’s experience. Where are they looking for information? What are their thoughts and feelings? Take time to learn about their behaviours across all channels, and create a detailed plan of how you want the experience to flow.
To keep your customers, you need to know how they behave. This means using data to create relevant solutions for them. Using data analytics, you can know what your customer searches online, what their shopping habits are, and where they intersect. Using this information, you can plan the best course of action to address any challenges they may be having and reduce customer churn.
There are many ways to segment customers. One is by analyzing their data patterns. Such analysis will help you group customers into patterns based on what they have in common. For example, you can segment them into one category of people who are more likely to purchase products at a low price. You can then create a personalized journey for these types of customers for when it is time to purchase items.
Your business could be in trouble if the context is not right. The most important part of an online marketing strategy is to make sure that your message matches to the context of your customer and their needs. Sending the wrong message at the wrong time will leave you with disengaged customers. Make sure that the message sent to the user is something they will be interested in and that they’ll read or click on it during a time that’s convenient for them.
In order to build a successful marketing strategy, you must make sure to select the right marketing automation tools. You should thoroughly analyze which tool will be best for your business before making a decision.
Understand that companies are not always customer-centric. If employees are not trained to offer a consistent experience, strategy and marketing tools will never work.
Improve ROI with omnichannel marketing
To provide a good experience for your customers, you must show your management how you can increase the company’s ROI. This can be achieved through omnichannel marketing. We’ve compiled four ways to improve ROI that will also create a good customer experience:
To avoid confusion and frustration, make sure your marketing, sales, and customer service teams are all on the same page. Focus on developing consistent messaging for every stage of the customer lifecycle.
So, how do you provide a consistent experience across different channels? To maximize the CLTV, you must provide a consistent experience across all channels. To do this, you need to train your staff well to understand the varying needs of your customers. Different customers may interact with your brand in different ways, and there is no one way to do it.
Continually ensure that there is continuity in communication across all the available channels, so your customer can be guided throughout the entire purchase process.
Data-driven marketing lets you understand your customers so you can engage with them the way they want, through the channels they’re most likely to engage with.
A common misconception in marketing is that it is difficult. When you have a team of people who are dedicated to their work, there will be no stopping them from accomplishing their goals. In the end, all of the data and work will only help you create a great customer experience. If you want a happy customer, keep doing what you’re doing and make sure your team is on board.
I have recently indulged myself into writing content for blogs and have been doing so for the past 12 months now. My interests are digital marketing, analysis, eCommerce and social media marketing. I’m a SEO consultant & content writer @ Koaas