Over 70% of consumers use many channels during their shopping journey. These consumers are omnichannel customers. With omnichannel marketing, you can use touchpoints to reach these consumers.
What is omnichannel marketing, exactly? How does it differ from a multichannel marketing strategy? Keep reading to find out!
We’ll review everything you need to know about multichannel vs omnichannel marketing. Then, you can use the strategy that best suits your business.
Get started with this guide into omnichannel and multichannel marketing today!
What is Omnichannel Marketing?
Omnichannel marketing allows businesses to deliver a seamless, consistent experience. You’ll need to consider every way consumers interact with your business.
Creating a seamless experience for customers can improve their customer experience. They’ll have an easier time finding what they need. Otherwise, you’ll create a fragmented experience between different channels.
Developing an omnichannel strategy allows you to interact with customers across every platform.
Customer journeys are nonstop. People can interact with your store on your website, in person, or on a social media app.
Pinpointing these touchpoints will allow you to better control the customer experience. Otherwise, you might fail to engage customers on every channel.
The Benefits
Omnichannel strategies provide consumers with the ease and convenience they expect. When you improve the customer experience, consumers are more likely to come back. Omnichannel marketing allows you to show consumers you care about their needs.
They’ll see you value their time and choose your business in the future. You can then keep long-term customers, boosting your ROI.
Consumers will search and buy from your business anytime, anywhere. They can even control their own customer experience based on needs and preferences.
Proving consumers with the control they want and expect can save you time, too. Your customer service team will have time to focus on bigger issues.
Adding more touchpoints can also encourage consumers to buy more. They’ll have the option to shop from any touchpoint.
Meanwhile, you’ll offer customers a personalized experience.
Nine out of 10 consumers want an omnichannel experience. They expect seamless service between communication methods, too.
Businesses with omnichannel marketing see 91% higher year-over-year customer retention rates than others.
Omnichannel strategies drive an 80% higher rate of store visits than other strategies.
Strategies
When creating an omnichannel marketing strategy, focus on localizing your content marketing. First, collaborate with local companies. Collaborating with other companies can help you boost brand awareness and reach.
Consider utilizing local advertising, too. For example, you can create both print and digital ads. Digital ads can appear on social media or search engines like Google.
Make sure to use photos and language that’s relevant to your local audience.
What local trends are your customers following? What problems can you help them solve? Personalize your content with your audience in mind.
Then, consider their preferred payment methods. Find ways to make their lives easier.
Streamlining the buying process will encourage them to buy more. A tedious buying process could scare away customers in the future.
Make sure your website is mobile-optimized, too. Otherwise, mobile buyers might get frustrated with your website. They could leave without exploring your content or converting.
Google uses mobile-first indexing to determine search engine rankings. A higher ranking will help you reach more customers. If you’re not optimized, you’ll miss a touchpoint within your omnichannel strategy.
Use Google’s Mobile-Friendly Test to make sure your pages are fast as well. Otherwise, visitors won’t wait around. They’ll get frustrated, leave, and turn to your competitors instead.
Create shoppable, user-generated feeds as well. For example, you can use Instagram to create shoppable posts. Users can shop straight from Instagram.
Eliminating unnecessary touchpoints can boost conversions and purchases. Meanwhile, you’ll ensure the buying process is seamless and personalized.
Consumers will remember the ease and convenience you offered in the past and come back for more. You can achieve your business goals and boost your business!
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What is Multichannel Marketing?
Multichannel marketing allows businesses to use different channels to connect with customers. These channels stay separate, though. In other words, data won’t flow between channels.
You’ll fail to create a seamless experience as a result.
Instead, you’ll isolate each channel.
Unfortunately, multichannel marketing can cause problems down the road.
For example, consumers might find style inconsistencies between each channel. You could struggle to develop brand recognition as a result. Consumers might confuse you with a different business altogether.
Multichannel marketing can cause miscommunications between channels, too.
Meanwhile, you run the risk of frustrating customers. They’ll have to travel to different channels to find the information they need. The lack of flow might cost you sales and loyal customers.
Omni vs Multi
Many people see “multichannel vs omnichannel” and think the two are the same.
With multichannel marketing, the channels don’t work together.
Omnichannel marketing focuses on the customer’s needs. It provides customers with personalized messages. Consumers can find the information they need from one platform to the next with ease.
You can focus on touchpoints that are on and offline, including:
- Mobile apps and push notifications
- SMS and other messaging platforms
- Your brick-and-mortar stores or popups
- Online marketplaces like Amazon
- Personalized email marketing
- Live chat
- Social media platforms
- Ecommerce websites like Shopify
- Social advertising and retargeting
You can show customers you pay attention to small details. You can also build brand awareness and recognition. Consumers could even come to trust your business and the consistency you offer.
Meanwhile, you can develop brand loyalty and keep customers long-term.
Omnichannel Marketing vs Multichannel Marketing: Your Guide to Strategizing
Create a cohesive, convenient experience for your customers. With omnichannel marketing, you can provide customers with the ease they need. The convenience experience you offer them could help you generate repeat sales.
They’ll come back for more, allowing you to improve your ROI.
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