Beginner’s Guide to Omnichannel Marketing

Omnichannel as a cross-channel content strategy that organizations use to improve customer experience. It means instead of using different channels (both offline and online) in isolation; you have to integrate and orchestrate them in a manner that they offer a consistent experience to the customer irrespective of the channel.

The omnichannel approach implies that organizations should make use of multiple channels while delivering consistent messaging across platforms to engage and retain customers.

Omnichannel marketing seamlessly integrates the different communication channels that businesses use to communicate with customers. This approach uses the customers’ perspectives and interests to optimize the consistency of the company’s marketing messages. By combining the strengths of each communication channel, marketing teams can use omnichannel marketing to deliver a more consistent and effective brand message.

Omni-channel marketing has successfully been adopted by various brands for enhances customer experience. Starbucks rewards program enables consumers to order in-app, collect in-store, collect stars and redeem them later on. Similarly, Travelodge makes use of dynamic onsite messaging and smart trigger web notifications to increase its booking and generate more revenue.

Omnichannel retailing helps retailers in scaling their business and driving more traffic across all touch-points and brick-and-mortar store, thus providing multiple purchase channels readily available at the customers’ disposal.

The difference between omni and multi channel marketing is that, while omnichannel is about sending consistent and personalized messages across all channels, multichannel marketing is about managing every channel independently with their respective strategies, often leaving customers frustrated.

The benefits of creating an omnichannel brand experience include saving time on manual tasks by automating them, segmenting audience, personalizing content as per different segments and thereby providing a personalized experience across all marketing channels.

Omnichannel marketing is important because consumers now rely on both online and in-store shopping experience. Brands need to adopt omnichannel marketing to offer seamless experience.

Building an omnichannel marketing strategy requires identifying all the channels your customers use, evaluate, and choose the right tools, create workflows to automate communication and offer omnichannel customer support.