Omnichannel Marketing: What you Need to Know - Binary Fountain

November 26, 2019

Omnichannel Marketing: What you Need to Know

By: Kayla Zamary

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Omnichannel marketing is more than just a marketing buzzword: it’s a philosophy of marketing that focuses squarely on the consumer’s experience to form a cohesive conversion path.

For a lot of marketers, this may seem like a near impossible goal due to resource limitations, but you can take an Omnichannel approach to your digital marketing strategy regardless of how many marketing channels you have running. Taking an Omni marketing approach should significantly increase your revenue and show your customers that you are putting the quality of their experience first.

In this article, we will cover what omnichannel marketing is, how it differs from multichannel marketing and some strategies you can take to get the most out of your marketing efforts.

What is Multichannel Marketing?

Multichannel marketing lets customers engage with your marketing to purchase a product or service across multiple channels. These channels often operate in a vacuum and are completely independent of one another. In many cases, these different channels focus on individual goals and strategies, rather than a singular pathway or focus for a user to follow.

In short, they usually focus on the product rather than on how your customer interacts with your business. Each channel is a separate opportunity for a customer to purchase your product or service.

What is Omnichannel Marketing?

Omnichannel marketing is a digital marketing approach that provides customers with a completely integrated experience across multiple channels or touchpoints.

In other words, omnichannel marketing puts the consumer at the center of your marketing efforts rather than channel execution itself. Marketers that want to achieve this level of messaging need to walk in their customer’s shoes and view their marketing efforts through a prospective customer’s eyes.

In fact, omnichannel marketing can be expanded to include offline activities such as how customers interact with a brick and mortar store. This methodology truly is an all-encompassing strategy.

Omnichannel vs Multichannel: Which is Better?

The multichannel approach is to get the word out via the maximum possible number of channels to the maximum number of people. This ultimately puts the consumer in charge of their path, which can be a good thing, but ultimately only casts a wide net rather than a targeted one.

Conversely, the omnichannel approach interlocks so every consumer has a cohesive brand experience throughout each marketing or sales channel. This builds a stronger relationship between consumers and your brand, ensuring your brand equity is as high as possible.

The other thing that separates the two is the omnichannel focus on making transactions as frictionless as possible.

For example, if you run an ecommerce store, you may have a user who researched a product on their mobile phone (probably while waiting in traffic). They don’t complete the transaction, but two days later when they are at home on their laptop, they have an email in their inbox reminding them about that product.

Talk about convenience!

Taking an omnichannel approach to marketing is a lot harder to pull off, but ultimately leads to better conversion and acquisition across multiple channels and devices.

How to Jump Start Your Omnichannel Marketing

If you want to start your own omnichannel marketing program, here are the steps you need to follow to get you there!

Know Your Customers and Your Numbers

The first thing you need to do is to make sure you are a true customer expert. Get with your CRM, your analytics team, your research department and your customer support teams to get more information.

If you really want to provide an omni-channel experience, you will need to know everything you can about your customers. This includes information like:

  • What are their goals?
  • How are they accessing your sales funnel?
  • What kind of content are they consuming on your site and other sites?
  • What are the pain points they are experiencing with your current sales experience?
  • How did they find you online?

In order to take an omnichannel approach, everyone in your organization needs to be a customer expert.

Evaluate Your Current Messaging

One of the best exercises you can do (regardless of if you want to take an omnichannel approach or not) is to evaluate your current brand guidelines. In order to build a brand your customer remembers, you need to make sure your messaging is the same across your website, your marketing collateral, your store and your customer experience.

This means you need to objectively look at all of the content and creative you are producing and ask:

  1. Does this feel like us?
  2. Does this sound like us?
  3. Does this say it’s us?
  4. Is it what our customers expect?

If any of these feel off, chances are, you need to reevaluate your content creation and brand guidelines.

Build a Cohesive Marketing Strategy

In an omnichannel strategy, you need everyone across the entire organization to be on board with making the customer experience as seamless as possible. This means integrating your personnel and your marketing technology.

You will need to look at restructuring traditionally siloed roles to ensure there is cross-functional learning within your organization for people who are responsible for different areas of the customer experience. Everyone needs to know how they fit in the larger omnichannel puzzle and how the other areas operate to create an awesome consumer experience.

Additionally, you need to make sure your marketing technology is working together to ensure you are getting the most out of your marketing efforts and providing customers with a cohesive experience.

These different systems and technologies include:

  • Email service provider
  • Analytics
  • CRM software
  • Analytics solution
  • CMS

This should get you on the right track.

Pay Attention to Your Online Reputation

In addition to all of the above, your online reviews are a good way to measure your current sales and marketing efforts along with measuring the impact of your new omnichannel approach.

Having a strong reputation online helps you not only retain your current customers but attract new ones as well. If your omnichannel strategy is working, you should see an increase in happy customers and hopefully an indication that they had a seamless buying experience.

Binary Fountain Can Help You Manage Your Online Reputation

We hope you enjoyed this guide to omnichannel marketing! As you continue to improve your marketing efforts, Binary Fountain is here to help you manage your online reputation, giving you the ability to improve your customer acquisition and retention.

Check out our free e-books or webinars for more information.




About the Author

Kayla Zamary
Marketing Manager

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