Whether you're a seasoned B2C marketer, a newcomer to the digital landscape, or an entrepreneur looking to get your B2B brand out there, you've likely come across the term 'omnichannel marketing'. But what exactly is it, and why does it seem to be on everyone's lips? Let's dive in and discover the magic behind omnichannel strategies!
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Modern marketing often feels like trying to tune into multiple radio stations at once. But mastering these skills can really pay off:
Improved engagement
Research from Omnisend shows that marketers who use an omnichannel approach have a 250% higher engagement rate than those who use single-channel marketing. With omnichannel, customers can stay engaged or re-engage at any time because it streamlines and personalises options for engagement.
Increased purchase rates and spending
Customers who interact with brands via more than four channels spend 10-15% more than those who interact via only one channel, as found by the Harvard Business Review.
Greater customer loyalty
A better user experience translates into repeat customers, which is where omnichannel marketing really shines. Customer retention is 90% higher with an omnichannel strategy, according to Omnisend, and the lifetime value of customers who engage with multiple channels is 30% higher.
Seamless brand identity
You can benefit from omnichannel marketing not only financially but also in terms of a more consistent brand identity. It reduces the chances that different marketing channels will develop out-of-sync brand personalities by eliminating the barriers that separate them.
The best data
With omnichannel marketing, you can better understand your customers' preferences, how they prefer to engage, how their customer journey looks, and what marketing assets resonate with them. By tracking interactions across channels and collating all of your data, you gain valuable insights that can inform future strategies.
But let's go beyond the buzz, how does this look like in practice? In this microlearning unit we will guide you through the essentials of creating a seamless customer journey, whether they interact with your brand online, in-store, or via mobile.
You’ll gain insights into selecting the right channels and integrating them effectively to activate potential customers. Plus, we’ll explore a real-world example that showcases the power of a well-executed omnichannel strategy.
Let’s get started!
In essence, omnichannel marketing is a holistic approach that seeks to create a seamless and integrated customer experience across various channels, ensuring that the brand's message is consistent, relevant, and personal at every touchpoint.
Literally, “omni” means “all” and “channel” refers to any touchpoint between a brand and customer.
Time to practice: Create Your Own Omnichannel Strategy!
This exercise is designed to help you think through the key elements without getting bogged down in execution details so that you can conceptualise a simple but effective omnichannel marketing strategy.
"Sunny Delights Bakery" has just launched a new range of vegan pastries. They want to utilize social media to create buzz and drive customers to their physical store to taste and purchase the new offerings.
🥐 Objective: Drive foot traffic to the store and increase sales of the new vegan pastries by leveraging a social media and in-store promotion combo.
🥐 Channels:
"NexaFlow Solutions" provides cloud-based inventory management solutions for medium-sized businesses in the retail industry. They've recently updated their software with AI capabilities to predict sales trends based on historical data. They want to showcase the benefits of this new feature to potential clients.
☁️ Objective: Attract potential clients to sign up for a demo of the new AI feature, subsequently engaging them in discussions for potential contracts.
☁️ Channels:
Step 1: Define your customer's journey
B2C
🥐 Task: Think about the steps a potential customer would take from becoming aware of your bakery to actually visiting it.
🥐 Example: A customer might first hear about your bakery on social media, then decide to visit in person.
B2B
☁️ Task: Think about the steps a potential client would take from becoming aware of your SaaS solution to actually considering a purchase.
☁️ Example: A potential client might first come across an insightful article you posted on LinkedIn, and then decide to explore your website.
Step 2: Select and integrate channels
B2C
🥐 Task: Choose the two channels you'll focus on. For this exercise, we're using Social Media and In-Store promotions.
🥐 Example: Post a special offer on social media that customers can only redeem in-store. Use a specific hashtag, like #YourBakerySpecial, to make it easy to talk about.
B2B
☁️ Task: Choose the two channels you’ll focus on. For this exercise, we’re using LinkedIn and Email Marketing.
☁️ Example: Share a LinkedIn post that offers a free eBook on a topic relevant to your SaaS solution. To download the eBook, visitors must provide their email address.
Step 3: Personalise the experience
B2C
🥐 Task: Consider how you can make the experience unique for each customer.
🥐 Example: When a customer redeems the special offer in-store, give them a small free sample of a new product you’re promoting. Mention that they’re getting an exclusive first taste.
B2B
☁️ Task: Consider how you can make the experience unique for each potential client.
☁️ Example: Once the eBook is downloaded, send a personalised thank-you email. Include additional resources that are tailored to the client’s industry or pain points.
To wrap up, omnichannel marketing isn’t just a trend; it’s the future of customer engagement. By providing a seamless experience across multiple touchpoints, you’re not just making a sale; you’re building a relationship.
Want to learn more?
Check out these resources to dive deeper into omnichannel marketing:
Awareness Channels:
Customer Activation:
Personalisation:
Good Luck!