Omnichannel Marketing: Reaching Customers Across Platforms

omnichannel marketing

The realm of businesses and marketing is ever-growing due to the advancement of technology. As the technological environment allows for more ways to reach your target market and your target market changes their interaction with these communication channels. your company must adapt its communication strategy to ensure you reach your target market with messaging that supports your brand and is coordinated across platforms so that each platform reinforces messaging in support of your brand. And, that involves omnichannel marketing.

omnichannel marketing
image courtesy of Smart Insights

In today’s fractured environment, omnichannel marketing is a necessity where the top priority is to provide consistency to consumers across all interaction channels. But, omnichannel marketing goes beyond just coordinated messaging. In an era where the path to purchase can initiate or conclude at any time, in any location, and on any device, it is imperative to embrace an omnichannel approach to deliver a cohesive user experience across all touchpoints.
So, read more to delve into the depths of defining omnichannel marketing that sets your brand apart from the competition and produces a superior user experience no matter how consumers choose to interact with your brand.

What is omnichannel marketing?

The term “Omni” is derived from the Latin word “Omnis,” which means “all” or “every.” In the context of omnichannel marketing, “omni” signifies encompassing or including all channels and touchpoints to provide customers with a comprehensive and interconnected experience. In the image at the beginning of this post, you see the multiple channels consumers use to learn about your products and make purchases. A smooth and integrated consumer experience that’s seamless across many channels and touchpoints is the goal of omnichannel marketing. It entails establishing a unified and consistent brand experience and messaging across various online and offline platforms, including websites, mobile applications, social media, email, physical stores, and contact centers.

Omnichannel marketing aims to allow customers to connect with a brand or business across their chosen channels while delivering a consistent and personalized experience regardless of the channel they choose for any particular interaction. It enables enterprises to create signature connections, foster brand loyalty, and maximize their return on investment.

If you’re not convinced that you need to use omnichannel marketing or to improve it, here are some stats that I hope will convince you [source].

  • According to Google research, consumers use three devices to complete a task, on average
  • Companies using three or more channels in their marketing campaigns earned 494% more revenue than those using a single channel
  • Omnichannel campaigns that included SMS (short messaging services like text and WhatsApp) saw 429% higher conversion
  • Including push messaging as part of your marketing campaign generated a 614% higher order rate than when a single channel was used

If these stats convince you to up your game when it comes to omnichannel marketing, here are some tips to get you started.

Strategies for omnichannel marketing

Data collection and analysis

By collecting data from various channels and touchpoints, businesses gain valuable information regarding consumer behavior, preferences, and interactions. Businesses can source this data from website analytics (especially multichannel attribution data to see how various channels combine to generate conversions), social media engagement, purchase history, email interactions, and data from any channel that makes up your marketing efforts, including your store sales data. By analyzing the data, businesses can uncover patterns, segment their customer base, and make informed decisions to enhance their omnichannel marketing strategies.

After collection comes analysis, which involves processing and interpreting the collected information to extract meaningful insights. Businesses can employ various techniques, like statistical analysis, data visualization, and predictive modeling to enhance their insights to help guide better decisions.

Companies can also use platforms like Google Analytics to aid in their data analysis when they add tags to the links shared across various platforms. For instance, by using a tag to designate a Facebook ad and different tags for email links, links on landing pages, discount codes redeemed online or in-store, and SMS messaging, you know exactly which channel generated the conversion. By employing multichannel attribution models, you can more equitably assess the contribution of each channel to conversion when consumers used several channels to visit your website before consummating a sale.

event tracking
Image courtesy of Matthew Woodward

Consistent messaging

Omnichannel marketing requires a consistent brand message, which ensures your brand’s personality, values, and messaging stay the same across all platforms and touchpoints. Regardless of how customers contact your company, a consistent brand message fosters awareness, credibility, and trust among them.

Consistent messaging begins with identifying your brand’s distinctive value proposition and positioning and includes developing a unified, consistent message that appeals to your target market. All marketing materials and platforms should use consistent brand images, including logos, color schemes, and typography. That’s where a style guide can really help as everyone knows exactly how to portray the brand across all marketing efforts. Additionally, your website content, social media postings, emails, and other communication channels should all have the same brand language and tone.

Of course, don’t take this advice too literally. Most companies have multiple target markets and they SHOULD adjust the message to reflect what’s important to that specific target market. For instance, you might have different messaging for customers who bought from you in the past (ie. you love what we do so come back to buy more) versus prospective buyers. You might have a different message for consumers in one cohort group versus another. The important issue is to have a consistent message for each target market regardless of where you implement the campaign and on each platform you use for the campaign.

Optimizing for smartphones

With the exponential growth of smartphone usage, businesses need to ensure that their websites, apps, and other marketing materials are mobile-friendly and provide a seamless user experience regardless of screen size. Mobile optimization employs responsive design principles, allowing content to adapt and display appropriately across various screen sizes and orientations. The days of different websites for desktops versus mobile devices are long gone and websites that aren’t responsive don’t get much love when it comes to showing up near the top in search engine results, which seriously impacts the amount of traffic visiting your website, as you can see below.

organic traffic
Image courtesy of Backlinko

Businesses must also optimize page load speeds to accommodate smartphone users with limited bandwidth. Companies can use mobile-specific features like, click-to-call tabs, mobile payment options, and much more.

Smartphones also offer additional channels to consider as part of your marketing campaigns, such as SMS and messaging, which the data shown above shows is particularly impactful when it comes to increasing revenue.

Offer consistent pricing

Consistency in pricing means ensuring that the prices of your products and services or any promotional offers are the same across all channels. Inconsistencies can create confusion among customers and undermine their business trust because customers must rely on your business to deliver fair and transparent pricing, regardless of the channel they choose to make a purchase. It also ensures a level playing field for customers, preventing any perception of favoritism or unfair treatment based on the channel they use.

boost retail traffic
Image courtesy of McKinsey

However, this aspect of omnichannel marketing is sometimes the most difficult aspect of running campaigns across multiple platforms. Regional pricing differentials are common, especially in store operations, so a consistent price is sometimes hard to manage. Some companies handle this by not sharing prices or discounts in their messaging but sending visitors to the website where accurate pricing is displayed using the IP location information to ensure the price matches offerings in the local store.

Implement a unified customer account system

By this, we mean providing customers with a single account that they then access and synchronize across multiple channels. Hence, customers can have a consistent experience whether they interact with your website, mobile app, or physical store after they log in to their accounts.

A unified customer account can allow users to view their purchase history, saved preferences and posts, and payment information and have access to personalized recommendations based on all their interactions, regardless of the device they used, including in-store purchases when customers use their loyalty number as part of the checkout process. Businesses can enhance customer satisfaction and streamline buying by implementing a unified customer account system.

Monitoring and improving

Businesses need to monitor the performance of their Omnichannel marketing efforts to understand their effectiveness and identify areas for improvement. Companies can check their performance by looking at key performance indicators (KPIs), website traffic, social media engagement, and conversion rates.

what are kpis
Image courtesy of Crazy Egg

By doing so, businesses can see which marketing campaigns generate the most impact and where alterations are needed. It also allows companies to identify gaps or inconsistencies in the customer experience across channels and take appropriate actions to address them.

Bottom line

In conclusion, omnichannel marketing emerged as a vital strategy for businesses seeking to connect with customers across platforms and deliver exceptional experiences. By embracing the power of omnichannel marketing, companies can provide a seamless and consistent journey for customers regardless of which platform they use or the combination of platforms that works best for any individual interaction.

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