If you’ve got any skin in the marketing world, you’ve probably heard the term “omnichannel marketing” thrown around a few times. And, if you’re not already familiar with omni-channel marketing, you’re probably thinking it’s just another marketing “buzz word” that lacks any real meaning.
We’re here to debunk that and explain:
What omni-channel marketing is, and why you need to implement it into your marketing strategy.
So, What Is Omni-channel Marketing?
Omni-channel marketing allows you to take advantage of all means of communication, or “channels” to create a strong, unified, and cooperative message for your customers as they move into making a purchase decision.
Omni-channel marketing assumes customers may start at one channel and move to another as they progress through their customer journey into purchase decision, while taking advantage of in-store, online, traditional, and digital channels to create a seamless message. As your customers move through the awareness, interest, consideration, intent, evaluation, and purchase processes they will interact with your business through different channels. Omni-channel marketing allows you to communicate with your customers though every step of this process seamlessly.
Omni-channel marketing can ensure customers receive your company’s message when, where, and how they like to communicate. Providing your message across several channels can ensure your customers move from the initial awareness stage to the final purchase state seamlessly.
Why Do I Need To Implement Omni-channel Marketing?
Using multiple channels to convey your company’s message allows you to adjust your content based on your consumer’s wants, needs, and behaviors. It provides them with the ultimate personalized customer experience. Your message may be the same across your print advertising, digital advertising, and in-store channels, but each channel allows for deeper personalization of content and a better user experience for your customer.
Omni-channel marketing has become a key to marketing success as customers are changing the way and means by which they interact with brands. Internet research and interaction with brands on social media is becoming increasingly popular. We are moving away from a time where word-of-mouth controlled our brand awareness and stepping into an era where most of the customer acquisition process will happen online. Because of this shift, marketers need to provide a seamless experience to customers, regardless of the channels or devices they use. Each part of the customer experience should be complementary, consistent, and supportive of others. Making fluid transitions from one channel to another is essential to ensuring your customer will continue their journey and purchase your product.
Without implementing successful omnichannel marketing strategies, you risk losing customers at every step of the customer acquisition process. However, if implemented successfully, it will allow you to:
Provide your customers with a positive, cohesive experience
More easily control your message, brand image, and awareness
Improve your Return On Investment (ROI)
Increase the awareness of your company, brand, or products
Build long-term customers, as-well-as a sustainable and predictable business.