Digital Themes

Omnichannel Marketing

What is omnichannel marketing?

Omnichannel marketing is a marketing and sales approach that involves seamless communication across multiple channels. For example, after viewing an item on an e-commerce site, a consumer might see that same item in an ad on social media, and then later receive a text message that the item they viewed is now on sale. This style of consistent communication is important for high customer touch interactions, as viewing different sales or prices on different channels may confuse customers and dissuade them from purchase.

Consumers have come to expect personalized touches and expert customer service. Marketing teams today have to map out the entire customer journey and optimize the user experience at every stop. Implementing an omnichannel marketing strategy goes beyond advertising sales at the brick-and-mortar store or having a flashy mobile app. Omnichannel strategies involve data analysis of target audiences and their behavior and then utilizing that data to create a seamless experience across all channels and platforms.

Omnichannel marketing differs from multi-channel marketing, as multi-channel marketing strategies often work parallel to each other. An omnichannel marketing campaign aims to encompass the entire customer journey and personalize each sales interaction. Depending on where they are in their journey, marketers can communicate appropriately. Whether it's a nurture email campaign for a customer who is still in an acquisition stage, or a personalized cross-sell or up-sell proposition for a longstanding customer. In either scenario, marketers are taking the customer experience to a more customizable level, inspiring brand loyalty and consumer confidence.

This approach requires that marketing teams not be siloed. Marketing and sales teams need to collaborate and have access to the same data analytics to ensure that the brand messaging is consistent and that customers aren’t receiving redundant messages.

What are the benefits of omnichannel marketing?

  • Personal touch - The ability to take customer data analytics and use it to segment your audience is a huge advantage. Communicating and marketing to customers through their chosen channels, in their native language, or from their preferred sales rep are all ways to personalize interactions with each customer. When customers feel that a brand appreciates them for what they value, they're more likely to stay loyal to that brand.

  • Meaningful experience - Seamless customer engagement across multiple channels that is consistent through the entire customer journey leads to customer confidence, brand loyalty, and retention. It also encourages follow-through and attracts repeat customers.

  • Increased opportunities - Customers seldom walk into a brick-and-mortar store and buy something spontaneously. Today's consumers look to various channels to research prices, sales, reviews, and recommendations before making a purchase. This allows marketers several access points to the consumer, and the ability to provide consistent brand messaging at every turn.

  • Visibility and appreciation - Omnichannel marketing battles customer fatigue by documenting every interaction and message, hopefully ensuring that customers do not receive excessive or redundant messages.
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