What is omnichannel marketing and why is it useful?

 

Technology is advancing and the days of only shopping in physical stores are long gone. Now people are looking for more options, use different channels and devices, they want a complete and personalized experience. Understanding what is omnichannel marketing is a great solution for businesses.

To understand your clients and give them what they want is essential to create strategies that allow you to collect data to customize every experience. Omnichannel marketing integrates the different channels used to engage with the clients -both physical and digital- and it goes even further by gathering data to personalize each experience.

What is omnichannel marketing and how is it different from multichannel marketing?

According to a study by Harvard Business Review, 73% of the clients use different channels to make a purchase. With an omnichannel marketing strategy your brand will be in multiple channels, both digital (website, social media, WhatsApp, etc.) and physical (shop, events, call centers, etc.). In this way, you will create a positive seamless experience for your customers from the time they search for a product to the time they buy it.

So, you are probably wondering… What is omnichannel marketing and what are its advantages over multichannel marketing? Here are the main differences between these two strategies.

Approach

A multichannel strategy aims to get the word out, and to engage with the customers in as many channels as possible, the more the merrier. However, each channel works independently without connections or communication with other channels. This strategy is focused on the company and makes it available so the people can get in touch with them.

The thing is, when you know what is omnichannel marketing, your brand is present in all the channels, physical and digital. All of them are connected in a way that the clients can go through them easily and seamlessly.

This way, the focus is totally centered on the client and on providing a positive experience throughout the entire purchasing journey.

Messages

While in multichannel marketing the messages and user experience tend to be different across channels, the omnichannel marketing approach bets for a consistent experience.

This has several benefits. For example, the brand is easily identifiable from one channel to another, which increases the loyalty to the brand and makes it more likely that a customer will return.

Benefits of a omnichannel strategy

Now that you know the main differences between multichannel marketing and omnichannel marketing, let’s talk about the additional benefits that learning about omnichannel marketing can bring to your business:
  • A better user experience: since the focus of omnichannel marketing is the customer individual experience, the user experience improves. The easier the process is for your clients, the more satisfied they will be.
  • Brand identity: a consistent and seamless strategy across channels allows customers to see your brand in the same way no matter what channel they choose or what device they use. This helps customers remember your brand and stay loyal to it.
  • Increased revenue: related to the previous point, if a customer remembers your brand they are more likely to return to make another purchase. The creation of personalized content in the omnichannel strategy increases the likelihood that a customer will stay and, therefore, make more purchases.
  • Data analysis: omnichannel strategy goes beyond the customer experience with your brand and also analyses the engagement data of the different channels to understand the client’s journey. This data will help you optimize and customize your campaigns.

How to create your omnichannel strategy?

Now you know what is omnichannel marketing and the benefits for your brand, now let’s talk about some tips to create your strategy.

Focus on your client

The first step to create your strategy is to collect data and evaluate the journey that a person makes before becoming your client. You must know the touchpoints, and their behavior and interactions with the different campaigns.
This will allow you to make the necessary adjustments to improve the user experience.

Segment and Personalize

Remember: personalization is the basis of a successful omnichannel strategy.

Before creating customized campaigns you have to segment the users in different categories according to their behavior. By doing this, you’ll be able to personalize the customer’s journey, create relevant content, and know when and how to contact your clients.

Be consistent

It is important to have a brand guideline that works as a manual for the creation of messages and the graphic design of the contents for the different channels. In this way, your clients will always recognize your brand no matter the channel or device they are using.

Analyze, test, and optimize

Analyzing the data is an important part of an omnichannel strategy. This analysis must include engagement in social media, marketing metrics, and sales metrics such as active customers, overall revenue, repeat purchase, units per transaction, etc.

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Some business that know better than anyone what is omnichannel marketing

Are you ready to start an omnichannel marketing strategy? Here are three examples of businesses that have used it successfully to inspire you.

Disney

Disney uses an omnichannel strategy for every detail of the customer experience in their parks.
It all starts on the website where customers plan their trip. Once they make the reservation they go to My Disney Experience to plan all the details of the trip, for example, choose where they are going to have dinner and acquire the Fast Pass. Once they are in the park they can use the app to know the waiting time in the queues and find the attractions. Also, Disney incorporated the Magic Bands with which customers can unlock their bedroom door in the hotel, save the pictures that they take with the Disney characters, pay for the food, and it’s integrated with the Fast Pass.
The goal? to make everything easy for the visitors, and of course, everything has the Disney brand.

Pepperfry

Pepperfry is a company that sells furniture based in India. This company combines a virtual store with a personal experience in a physical store. How does it work? The clients can search for the products in the virtual store and then go to a Studio Pepperfry to see the products in person. There, customers walk through the studio with a consultant who helps them find the ideal furniture for them and makes suggestions so that the buyer does not regret the purchase.
When they find the furniture they like, customers can buy in-store or go home and buy it in the online store so they don’t feel pressured to make the purchase.

Target

Target integrated Pinterest Lens into the app so people can take a picture of something they like and check to see if it’s available at Target. This is a great way to offer an easy and seamless experience for customers who want to buy something they see. With this strategy, sales increased by almost 10%.

To sum up

Understanding what is omnichannel marketing will allow you to create messages and personalized campaigns to give a better user experience to your customers. Also, you can give a consistent identity to your brand so that your customers recognize you no matter the channel or the device, and even increase your revenue.