What is Omnichannel Marketing?

• Omnichannel marketing is the practice of interacting with your customers through whichever channels they prefer: in-store, email, text, on the web, social media, or in-app.
• An Omnichannel marketing strategy creates a consistent shopping experience across touchpoints, achieving effectiveness through visibility, measurement, personalization, optimization, and automation.
• Omnichannel marketing is a customer-centric approach that encompasses customer experience, context, content, and collaboration. Interest Media specializes in providing omnichannel marketing solutions.

Read the full article on the Interest Media website >>

Omnichannel marketing refers to all the ways a brand or company might connect with the customer or consumer.

The prefix “Omni” means all and “channel” references the various physical and digital spaces where a customer might interact with a company or brand. For example: physical stores, a website, email, SMS (text messaging), push or in-app notifications, newsletters, television, social media, and more.

Omnichannel marketing also refers to reaching customers as they move across different screens such as mobile, tablet, television, and desktop.

In summary, the essential components of an omnichannel marketing strategy include:

• Consistent messaging across all marketing channels.
• Customer-centric marketing that reflects the interactions of the audience with any channel.
• Personalization across all channels at every stage of the buyer journey.
• A reliance on data, analytics, and automation.

HOW DOES OMNICHANNEL MARKETING DIFFER FROM MULTICHANNEL MARKETING?

Although the terms omnichannel and multichannel marketing may sound like the same thing, they are different approaches.

The characteristics of multichannel marketing

Multichannel marketing refers to a strategy that uses multiple channels to communicate with customers to sell products and services. It is characterized by what might be deemed as a “wide net” approach. It involves trying a wide variety of marketing channels to see what customers you can catch. Multichannel marketing messages are not necessarily highly targeted or personalized, although some can be.

Multichannel marketing can involve digital, traditional, and other channels.

For example, digital could be websites, email, and social media. Traditional could include newspaper ads and billboards. Other channels might include television advertising, direct mail, or mail-order catalogs.

The characteristics of omnichannel marketing

Omnichannel marketing differs from multichannel marketing in two ways:

1. Omnichannel marketing uses a very segmented and targeted approach. It may focus on a particular customer segment within the buyer’s journey. Omnichannel marketing uses data to inform its targeting and deliver personalization to a chosen segment or individual consumer.
2. Omnichannel marketing also follows a customer across various devices and platforms to deliver personalized messaging in the right context at the right time.

THE 4 “C’S” OF OMNICHANNEL MARKETING

The 4 “C’s” of omnichannel marketing stand for: customer experience, context, content, and collaboration. Let’s take a look at how each one of these contributes to your omnichannel marketing strategy.

CUSTOMER EXPERIENCE:

“Using three channels instead of one for a marketing campaign results in a 287% higher purchase rate.” – Omnisend

Omnichannel marketing is a customer-centric approach. Simply, it’s a strategy that puts the customer first. The aim is to give your valued customer a seamless and personalized journey across all of the various touchpoints. The focus is on ensuring an engaging and positive experience for the customer.

To do this, it’s important to understand the customer’s needs, pain points, and desires.

CONTEXT:

The best description of context is sending the right message to the right customer at the right time, and through the right channel. It’s a matter of knowing a customer’s problem and needs and anticipating future needs.

CONTENT:

Content is about sending the message the customer needs at the right time – and not sending the messages they don’t need or want.

Doing this right requires a knowledge of your customer’s journey and where they are presently. This allows you to understand what they already know and what they need to know. What they need and what they don’t.

COLLABORATION:

Collaboration starts first between the members of your in-house team. From sales to marketing to customer service – input from all groups is important in collecting data. These departments also need to work in harmony.

If you work with outside teams, your in-house team needs to work with your outside groups. After all, these outside agencies are relying on your in-house people to provide the best information possible.

WHAT CAN AN OMNICHANNEL MARKETING STRATEGY DO FOR YOUR BUSINESS OR BRAND?

“Consumers shopping across multiple channels have a 30% higher lifetime value.” – Think with Google

Both the customer and brand benefit from an omnichannel marketing strategy. Here’s a look at what each might expect to receive:

OMNICHANNEL BENEFITS FOR CUSTOMERS:

• Customer-centric marketing messages.
• Relevant messages in the right context at the right time.
• Personalization that considers a customer’s needs, wants, browsing history, and purchase history.
• Messages consistent across devices and platforms.
• Loyalty programs, rewards, and special articles tailored to the customer.
• Ability to interact with the company or brand.

OMNICHANNEL BENEFITS FOR COMPANIES:

“Customers who visit your site or brand across multiple devices spend an average of 3 to 4 times more than customers who only interact with a single channel” – SAS

• Place a focus on your brand, not the channel.
• Purchases can occur on more than a single device.
• Integration of in-store and online shopping.
• Increased brand recognition.
• Improved customer loyalty.
• Improved customer retention.
• Increased sales through retargeting customers.
• Determine your most successful channels and build customer relationships through them.
• Ability to optimize campaigns and maximize budget allocation.
• Determine poorly performing channels and adjust accordingly.
• Better understand your customer journeys.
• Determine the best areas of focus for your team’s time and energy.

For the full article with stats, strategies, and key takeaways, visit the Interest Media website >>

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Interest Media offers a complete omnichannel solution.

With specialized tools that are built for performance, Interest Media delivers thousands of exclusive offers, derived from the internet’s most valuable consumer verticals, to publishers seeking increased earnings.

Interest Media offers a consumer-centric advertising solution that utilizes first-party data combined with real-time optimization that maintains a positive user experience while driving higher earnings.

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