Today, if you are a marketer you can not collect customer data by just connecting with your customers over one email or one event. Instead, making a statement through multiple channels is a strategy that works best in gaining customer loyalty. Creating a seamless experience amongst all digital channel will satisfy your audience. It is impressive for a customer to have a seamless experience along with a personalized experience through omnichannel engagement. There should be a change in customer behavior due to a lack of communication between channels. Digital marketing technology is very efficient nowadays but human intelligence is still needed for dotting i's and crossing t's. Marketing software can make the process much easier. Take a look at the reasons why omnichannel marketing is important for every business. This blog will give a detailed overview of how omnichannel customers, as well as omnichannel shoppers, are equally important in the process.
1. Leverage the Power of Content Marketing
With content marketing leading the way in marketing, it is important to find the best way to convert your audience into paying customers and lead them on a exciting customer journey. Time and energy spent on content shouldn't be limited to just one email blast, one SEO effort, or one ad. Combining different channels will allow you to get the maximum reach/good response to your content. Content marketing tactics include not only blogs but also social media posts, videos, reports, e-books, podcasts, webinars, white papers, and podcasts. Knowing which marketing channel and on how many times a certain type of content is placed should be mapped out in the content marketing strategy.
Rather than thinking like a typical business that is happy with a website and Facebook page, reach a broader audience with more platforms for a true omnichannel experience. Successful content marketing comes from consistency. Building your brand awareness on all platforms consistently through content will increase your reach exponentially. Other than consistency, make sure content is relevant and helpful for increased customer engagement.
2. Marketing Automation Is Key
Chances are that your audience has more than one device close at hand throughout the day. Does that mean you only have to reach one? Unfortunately, there is no clear path that customers take when completing their purchase so covering all options is the best bet. Online and offline channels are blurring. The demand for consistency and convenience is increasing across all channels.
Finding a fluid customer experience across all devices is needed to meet the expectations of today's consumer. Combining efforts across multiple marketing channels may sound daunting, but it doesn't need to be. Marketing automation software provides marketers with an efficient way to maximize engagement with little effort. Connecting your customer before, during, and after a sale will increase brand awareness and perception. Using marketing automation tools will help leverage both online and offline channels without taking up all your time. Not only is it the convenience of time but also a one-stop-shop. Brands can manage all aspects of their marketing strategy from a single platform with a multichannel approach.
With one platform in control of the businesses' omnichannel marketing efforts, actions are performed more efficiently and effectively for every channel. With the amount of time saved from automating the omnichannel process, the team has the ability to analyze the performances of the campaign and make adjustments along the way to optimize its omnichannel marketing strategy.
3. Purchasing Patterns
Brands that are still on the fence, thinking about whether or not an omnichannel marketing strategy is the right approach may find this statistic to be worth their while. In a study from IDC, 73% of shoppers use multiple channels during their purchasing journey. This omnichannel strategy not only captures your current audience but can also be responsible for expanding your content and reaching a broader range of your audience.
4. Omnichannel Marketing Trends
If you are still not convinced how important omnichannel experience is, then some of these trends may set you straight. About 20% of consumers use a mobile device to redeem coupons at a physical store location. With more personalized mobile promotions, consumers are more likely to make a purchase in-store, increasing sales.
Not only do customers expect all channels to be available to them, they are eager to let you know what kind of multichannel marketing they prefer. Many marketers are asking their customers which medium they prefer to receive information. Whether they choose SMS/text, email, or social media, all channels should be able to provide adequate information with convenience to the consumer.
5. Live Events
If your business is online, connecting with people in a live setting is always helpful. Reserving a booth at a conference, sponsoring a seminar, or going to a networking session are great places to start. Branding yourself in person and making the physical connection will give your business another dimension to be remembered by. The great thing about events is that you can also promote them online with the help of different channels available if you use different omnichannel marketing strategies.
6. Customer Demand
As mentioned plenty of times, brands need to keep up with the trends to satisfy their customer needs. Expectations are soaring for companies to have the best ads, websites, email campaigns, blogs, and everything! It is no longer enough to have an amazing product. Take Amazon for example. You can order a blouse today and have it on your front porch by tomorrow. Identifying the customer needs will put you a step above the rest of the competitors with your customers clinging to you for their convenience.
7. Internal Communication
In order to make your omnichannel strategy work, your marketing team needs to be on the same page. Make sure everyone knows which omnichannel campaign is running, how to respond to feedback, and how to monitor the inbound and outbound communication. Every department plays an important role in marketing as all are connected. Everyone should be informed about the marketing strategy. The omnichannel approach is not just a digital marketing strategy but a company-wide integration that makes each and every interaction with your customer a unique and seamless experience. With everyone working on the same objective, communication becomes free-flowing, barriers are broken, and everyone can work together.
No matter what industry your business is in, all companies can benefit from utilizing an omnichannel marketing strategy. With either your client, customer, or audience in mind, make communication easier for you by making sure it is easier for them. If you want to know the most trending omnichannel marketing strategies for 2020, head to our blog now!