As technology progresses, our online and offline activities become more intertwined with our daily lives.
Marketers, sales associates, and customer service representatives must change as people’s behaviors change.
Instead of considering a desktop, a smartphone, and a tablet experience, we’ll need to take a more comprehensive approach.
Over the last few years, omnichannel marketing has become a high priority in marketing and eCommerce circles that customers can use whenever they choose.
Omnichannel marketing aims to provide a seamless buying experience from the first touchpoint to the last, regardless of your customer’s channel.
In this blog, we’ll define omnichannel marketing and discuss how you can use it to establish marketing, sales, and service strategies for your business with Blue Dragon Digital Marketing.
What is Omnichannel Marketing?
Omnichannel marketing is a multi-channel content strategy that aims to improve the customer experience and build stronger relationships across all conceivable channels and touchpoints.
If you have an omnichannel marketing source, reaching your customers where they are will be simple, so you don’t have to search too far.
Your products are accessible to everyone, everywhere, with just a click, an email, a direct message, or a phone call.
What is the Omnichannel Marketing Experience?
The omnichannel marketing experience involves marketing, selling, and providing customer service across all channels to provide a seamless and integrated customer experience.
The experience should be smooth whether the customer purchases online from a desktop or mobile device, over the phone, or in a physical store.
It’s important to differentiate between an omnichannel marketing experience and a multi-channel experience. It depends on how thoroughly your company’s channels and platforms are interconnected.
- Multi-Channel versus Omnichannel
The user in a multi-channel environment can access many communication channels that aren’t always connected or synchronized.
However, with an omnichannel marketing experience, there are not only several channels but are also interconnected, allowing for seamless switching between them.
There are two key differences between omnichannel and multi-channel experiences:
- All omnichannel experiences will use multiple channels, but not all multi-channel experiences are omnichannel.
- You can have excellent mobile marketing, engaging social media campaigns, and an attractive website. However, if these channels are not integrated into one channel, you can’t provide your users with a seamless experience.
How to Create an Omnichannel Marketing Campaign?
An omnichannel marketing approach uses the same language, graphics, and value remarks across all channels, platforms, and devices.
Omnichannel provides customers with a good branding experience by ensuring your brand is presented properly across platforms.
Note: Omnichannel marketing campaigns benefit your sales and service departments as well. Customers expect a similar purchasing and customer experience if you are present on all the channels and platforms they use.
1. Start with the basics.
Creating an omnichannel experience takes time, so don’t attempt to be everywhere at once; you’ll get there eventually.
Begin with your website and social media channels and master them before expanding to other platforms. Ensure you’re posting regularly and connecting with users who contact you through such channels.
Customers will notice if you routinely engage with users on Instagram but do not respond on Facebook.
Note: Concentrating on one channel while ignoring the other will make your brand appear inconsistent and unprofessional.
2. Fix problems for the customer.
When adding a new channel to your omnichannel marketing, do it to lessen customer effort.
It’s not just about increasing your company’s visibility or sales — though those are benefits of implementing an omnichannel marketing approach. It is about providing exceptional customer service at every point.
Note: It is important to retain customers by providing a seamless customer experience. Multiple surveys suggest customers are willing to pay more for better customer service!
3. Use the same Messaging Channels.
Use the same messaging across channels to offer a consistent experience.
For example: If you’re advertising multiple social media sites, you’ll want the messaging to be consistent.
You may encounter duplicate issues, resulting in penalties from search engines and social networking platforms.
Note: Don’t copy and paste everything you see or repeat the same phrases; develop a consistent brand voice that allows you to vary without looking out of place.
4. Appropriate Call to Action (CTA)
Conclude the interaction with a CTA every time you interact with customers through particular channels — an ad, an original post, a private message, a phone call, or an email. That CTA should, of course, be device and platform suitable.
Note: Make sure the CTA doesn’t confuse the user and only adds to the flawless experience you’ve previously provided.
Omnichannel Marketing Examples
Disney executes the omnichannel experience to the last little nuance. Even their trip-planning website functions well on mobile, which is quite unusual in and of itself.
After making travel arrangements, you can use the My Disney Experience feature to organize every aspect of your trip, from where you’ll eat to your Fast Passes.
You can use your smartphone app to find the attractions in the park you want to visit and discover how long each one is expected to wait.
Why does It work?
- Disney creates an omnichannel experience by providing customers with many different features and tools.
The Starbucks rewards program will show why many people rank it as one of the best omnichannel experiences.
To start with, you receive a rewards card for free that you can use each time you purchase. Starbucks has made it possible to check and reload your card through phone, website, in-store, or on the app.
Why Does It Work?
- A customer’s mobile experience is more important than ever, so having a great app goes a long way.
Omnichannel can provide reliable, person-level information to discover the best media mix, targeting, and more.
Today, businesses can create an omnichannel experience for customers with the support of advanced marketing performance measurement technology. This results in more efficient and effective marketing campaigns that improve customer experience and, ultimately, increase sales.
To understand how to build an omnichannel for your marketing plan, contact Blue Dragon Digital Marketing now!