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Omnichannel Marketing 101

Updated: Jul 28, 2022

Marketing is nothing new; it has been around for as long as man has been selling goods and services. Umbricius Scauras, for example, was a fish sauce (also known as garum) producer in Pompeii around 35 B.C. Images of amphora displaying his personal brand and quality promises were incorporated into mosaic patterns in his house's atrium.

What is new is how we market today. It is a mistake to think, however, that the realm of marketing has transferred entirely to the digital world. Rather, experts in marketing have been striving to combine the best of digital advertising with consistent in-store service in a process known as omnichannel marketing. The idea is that one physical or the digital realm will be as seamless as shopping in another and can be integrated together.

Omnichannel marketing aims to bring together and collaborate the various channels that organizations use to connect with clients in order to create a consistent brand experience. This encompasses both physical (such as stores) and digital (such as websites). An omnichannel marketing approach aims to provide consumers with a pleasant, seamless user experience that includes a variety of fulfillment options. An omnichannel approach may allow customers to shop online, in-store, or a combination of the two, such as "buy online and pick up in store." The client experience is more than simply one channel. It exists in more than one gadget. It even survives past one stage of the customer's purchase funnel. Customers switch between their smartphones, laptops, tablets, and now large-screen devices. They might only spend one minute on Google and an hour on Facebook. They might then go to a third-party website like The New York Times to read a news piece.

​​Omnichannel marketing is a consumer-centric approach to marketing that understands this. From social media to customer care hotlines, consumers may now communicate and interact with brands in a variety of ways, and an omnichannel approach guarantees that the consumer has a positive, consistent experience across all channels by offering a few key elements, which include the following.

  • A Consistent and Recognizable Brand

  • Interest Focused Messages Based on Your Industry

  • Content Focused n Previous Connection with the Buyer and Their Stage of the Consumer Journey

At first glance, it can be easy to confuse omnichannel marketing with multichannel marketing, but they are not, in fact, one and the same. Omnichannel focuses on the finer points of your digital channels to bring them together. Customers enjoy and acknowledge this oneness. Multichannel marketing, on the other hand, focuses on running campaigns across several channels, although those channels don't necessarily communicate with one another. The creative for one channel does not match the creative for another channel. For example, you only create Google AdWords campaigns that allow you to contact people, but you don't retarget those same people on Facebook, Instagram, or even YouTube.

Remember what we said earlier about users switching back and forth between platforms? Consumers today begin their shopping journey on one device and end it on another or begin online and complete the transaction in-store and vice versa. Products are merely a few taps, steps, or miles away, thanks to an expanding assortment of current technology forms and retail accessibility. Purchase behavior is no longer dictated by the digital channel, device, or distance. The modern shopper is at ease searching and purchasing in a multitude of media and locations.

The customer is at the center of all omnichannel marketing strategies, as they should be. The concentration is on the customer's demands, sending them a personalized experience in a cohesive, seamless manner not seen in multichannel marketing. This enables brands to reach out to customers several times without causing ad fatigue.

What Omnichannel Marketing Can Do for Your Business

Improve User Experience

The customer experience (CX) is improved because an omnichannel approach focuses on the individual experience across multiple devices rather than a single channel. Focusing on the customer rather than the platform might help businesses enhance sales and retention rates.

Maximize Your Revenue

Customers are encouraged to interact with a brand across numerous touchpoints and channels when using an omnichannel strategy. Customers that interact with many touchpoints offer up to 30% more value to your business. This more focused messaging also fosters loyalty, increasing the likelihood that a customer will return to your brand. Despite making up a smaller fraction of your customer base, repeat customers account for up to 40% of a company's revenue on average.

Cohesive Brand Identity and Culture

Developing a consistent strategy across channels entails creating a unique brand image and tone. This image should be based on the target audience's demands and ideals. If you focus on the entire experience and work within your brand rules to target each channel, you'll have a more holistic brand strategy that converts to stronger loyalty and more focused messages.

Enhanced Analytics

Data collection and analysis are improved with omnichannel marketing. When you focus on one channel, you have fewer opportunities to acquire information and data about your consumers' journey before they make a purchase. Finally, once they make a purchase, you will be given further information about their journey. You may gain a 360 perspective across numerous channels and use that insight to inform and convey data to your employees instead of dealing with customer data across different channels.

Mitigate Risks and Make Changes on the Dime

When you start with a few channels,