In this world of increasingly competitive marketplace, it shouldn’t be strange to come across the term omnichannel, multichannel, omnichannel marketing strategy and multichannel marketing strategy. In fact, they might be few out of the most widely-used terms nowadays that almost anyone can refer to. Customers’ change of shopping habits has lead to a change in the way online business use to promote their products and services. It’s obvious that this change is inevitable and is necessary for any business who wants to keep up with the trend in the market and take the lead of the race.
Therefore, if you want to know the key to the significant improvement of customer experience and sale boosting, knowing clearly about omnichannel marketing strategy is the thing that you should pay attention to the most. In this article, you’re going to be provided with essential information such as how to define omnichannel marketing, how to differentiate between omnichannel vs multichannel marketing strategy, what the omnichannel marketing strategy is and what are the real-life example of successful business that has adopted this approach.
What does Omnichannel Marketing Strategy mean and what are its components?
Firstly, to define omnichannel marketing, it is a cross-channel promotional approach that is used to create unified and homogeneous content on every sale channel. This approach aims at the consistent and continuous delivery of content experience throughout the customer’s shopping journey and even beyond that.
Since omnichannel marketing strategy is aware of the fact that the customer’s shopping experience is no longer limited in one single platform only. The development of technology has made it possible for the buyers for interact with one brand on multiple touchpoints. Omnichannel marketing strategy, therefore, strives to offer the buyers a seamless, unified and personalize shopping experience regardless of the channel, the device or the stage of the journey.
Generally, you can expect things to proceed like this:
- You came to a store to look around but did not buy anything. However, you still leave your contact there.
- A few days later, you receive an email that promote for the abandoned products.
- You may even receive message on your SNS about the abadoned products along with the coupon and some other appealing deals since you’re a first-time buyer.
- You bought the product since the offer is attractive
- A few weeks later you might be able to see advertisements relating to the products you have bought with the intention to encourage you to buy cross-sell and up-sell products
The customers today change between various channels before they make their purchase decision, and it’s the store owners’ responsibility to respond to the customer’s demand to further drive their business forward. These are the 4 components that you must ensure your store to have in order for the customers to build up enough trust to buy products from your store.
- Marketing channel: Business owners should increase their presence on the marketing channel to make the customer more aware of their brands.
- Consistency: To be able to provide the customers a seamless experience, store owners have to create consistency in not only their presence on marketing channel but also in the customer experience, in communication with the customers and in the promotional and operational process the business implement.
- Personalization: To attract more new customers and retain regular customers, brand should engage with them and reach out the them with the appropriate message at the right time.
- Optimization: Omnichannel marketing strategy is a continuous process that requires constant upgrade and modification. Brands should invest in essential and relevant measurement of the efficiency of the business so that further optimization can be done to boost productivity.
Compare between multichannel and omnichannel marketing strategy
Even though omnichannel and multichannel all aim at the sale of products across many channels, there are still a few basic differences between these two approach and how omnichannel vs multichannel marketing strategy work. In order to know which of the following is true of omnichannel marketing, which is true of multichannel marketing, you can consider the information provided below.
Technically, multichannel marketing strategy will focus on these main points:
- The brand will be the core of the approach as its primary purpose is to increase customer engagement
- Multichannel marketing strategy aims to spread promotional words across as many sale channels as possible
- The marketing approach is channel-based
- Each channel has its own way of promotion and its own objectives. These channels functions separately from each other and bears little connection to each other.
And unlike multichannel marketing, omnichannel marketing has these basic properties:
- The customers are placed at the center of the omnichannel marketing strategy
- All of the efforts and actions that are carried out all aim at creating a smooth customer experience by unifying each of the individual channel’s experience.
- The unification of each channel’s experience will lead to the unification in the message the brand wants to show the customers and therefore can lead to a seamless, smooth and personalized customer experience across all channel.
The omnichannel approach to marketing considers all of these except the separation in coordination and cooperation of each marketing channel to create a harmonious and seamless customer experience when they come to your brand for the products they’re in need.
Omnichannel Marketing Strategy Implementation steps that you can consider
In order to build a strong and versatile system, you need to establish a strong basis first. For that reason, you can consider these steps if you want to set up omnichannel marketing strategy that is suitable and applicable for your brand.
1. Get the foundation strong by bringing everyone together
If you want to create omnichannel marketing strategy that can be applied successfully in your store, you need to get everyone to have the right perception and understanding of omnichannel marketing. This means that you have to change the way your business look at marketing and shift your ideology from focusing on the brand to focusing on the customers and their experience.
Omnichannel marketing strategy also means the seamless and unified customer experience on every touchpoint during the customer’s journey. Therefore, you have to make sure that every department and team of you business work together in harmony to create and align unified experience and consistent message to the customer.
2. Get to know the customers and understand them
In order to implement a good omnichannel marketing strategy, store owners have to understand the customers well. Getting to know the process of the buyer’s journey is just a start if you want to establish a comprehensive omnichannel marketing approach.
To begin with, you have to define your target customers. You need to gather enough information on their expectation, their goals, potential behaviours, their habits, their preference and so on to make detailed analysis. With the detailed and informative customer data, you could build up demographics, make predictions on customers’ shopping habits, shopping shifts, preference and create personalized experience for them. You could gather the information through many ways, but there are a few major ways that are used widely:
- From external source: You could gather external people to help evaluate the journey and the service of your store.
- From internal source: You could gradually gather essential customer data through customers feedback on your websites, through SNS comments, contact forms or via some other customer engagement activities.
3. Appropriately and accurately target the message
It can be said that the whole point of omnichannel marketing strategy is to accurately target and further personalize the customer experience. Therefore, it’s totally pointless if you don’t do this or refuse to do this step carefully and organising. And the best way to achieve this is nothing but segment your target subscribers into smaller and more detailed list.
With all the data you’ve gathered and all the knowledge that you’ve learnt about your customers. segmenting them will help you to target each group of customers more precisely and to send them appropriate personalised message. You can divide them according to their common traits and these traits can be:
- Profile data: This group can consist of customers whose information you’ve already known about such as age, genders, locations, etc.
- Shopping pattern: How frequently do the customers shop, where are they in the buyer’s journey, The customers who have stopped using your store’s products, etc
- Campaign engagement: The level of engagement of the customer to each of your store’s campaign, etc
- Subscribers: Customers whose subscription is about to end, etc.
You can even combine these traits to create even more specific groups.
Whenever the customers go through a certain stage or about to perform any action, you can set automatic delivery of message to remind them or to do other relevant things at the time given during the customer’s journey.
4. Perform test, measure its efficiency and do it again
As with everything else, this process can be further and further improve with the continuous collection of information and customer data over time. The customers and their habits change rapidly, and that’s the reason why you need to constantly update your omnichannel marketing strategy to suit their demand and the change in the customer’s journey. You need to know clearly which segment respond the best to what kind of message to be able to give correct modification decision in the future. And with constant and regular update and adjustment, you and your brand will be likely to find the perfect formula to boost your business.
From all the provided information, we hope that you can broaden your knowledge about omnichannel marketing strategy, prepare and equip yourselves carefully with the necessary knowledge to help your brand move further in the race to success.
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