There’s a reason that omnichannel marketing is one of the most talked-about topics in the world of business today. It’s because this strategy can offer tremendous benefits to companies who want to improve customer experiences across the buying journey.
According to a study by Gartner, “by 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.” As we move further into the digital age, it’s more important than ever to provide seamless customer experiences across all channels and interactions, both in-person and online.
Here are five reasons why we love omnichannel marketing:
1. Omnichannel marketing centers the customer experience
When businesses focus on omnichannel marketing, the customer is always at the center of their strategies. This means that every interaction a customer has with your brand – whether it’s online, in-person, or over the phone – should be consistent and reflect your overall branding strategy. Consistency is key when it comes to building trust with your customers.
When done correctly, omnichannel marketing can help you create a seamless customer experience that will keep them coming back for more. According to Forrester, “Omnichannel shoppers are worth up to six times as much as those who shop using only a single channel.” That’s because today’s consumers expect businesses to provide a consistent experience across all channels, and they’re not afraid to take their business elsewhere if they don’t get it.
2. Continuity of brand experiences is ensured
By focusing on omnichannel marketing, you can ensure that your customer’s experience is consistent across all channels. You can do this by using the same logo, voice and tone in all of your messaging, or even providing a similar look and feel to each of your customer touchpoints.
This will help build brand recognition and loyalty over time because customers will be able to recognize your brand even if they’ve never interacted with it before.
For example, let’s say that you have a brick-and-mortar and eCommerce store. Effective omnichannel marketing looks like connecting the visual and messaging experiences online and in-store and using collected data about in-store purchases and interactions to provide hyper-targeted digital communications online.
3. Data-driven campaigns are more effective
When you use omnichannel marketing, you are able to collect data about your customers from every interaction they have with your brand. This means that when someone makes a purchase at your store and provides their email address, or they sign up for an online loyalty program through social media, you can use this information to personalize future communications with them.
According to eMarketer, “Data-driven marketing campaigns offer better targeting than traditional methods because they take into account the customer’s past behavior and preferences.”
A data-driven campaign is much more likely to convert a buyer if you know what their needs are, where they came from, how long it took them to decide on making a purchase with your brand.
4. Personalized marketing opportunities abound
The more you know about your customers, the better able you will be to personalize marketing messages for them. This could mean sending an email with a special offer based on their purchase history or providing personalized recommendations when they visit your website.
For example, if someone has recently browsed through the women’s clothing section of a fashion retailer’s website, they might receive an email with recommendations for other items that would be a good fit.
Personalization is key to increasing customer loyalty and retention because it makes your customers feel like you are listening to them and meeting their needs.
According to eMarketer, “Almost 60% of respondents said they were more likely to buy from a retailer that offers personalized product recommendations.”
5. In Omnichannel, Everything is Marketing
Everything you do as a business is marketing. From the way you answer the phone to how you package and ship your products. Each and every interaction sends a message about who you are and what you stand for. When it comes to omnichannel marketing, the “everything is marketing” approach can drive major success. Every interaction a customer has with your brand should be seen as an opportunity to provide a consistent and insightful experience.
When you take an omnichannel approach to marketing, you can ensure that every touchpoint along the customer journey is relevant, engaging and meaningful-and in turn develop more loyal and engaged consumers and brand advocates.