To understand omnichannel marketing, it’s easiest if you compare it to multichannel marketing. In the latter, the business is the hub of marketing efforts, and all information flows outward.
Omnichannel marketing materials may show up on the same venues, but they all have a cohesive, continually updated message. The customer is the center of omnichannel outreach, and every digital exposure to the product or service customizes the message and reinforces the brand marketing.
One of the key differences between multichannel and omnichannel messages is that omnichannel is interactive. It relies on input and feedback from the consumer, allowing the marketing message to change and adapt to their needs and interests.
For example, you can send unique targeted emails to customers based on their browsing and shopping habits. This is accomplished by allowing marketing channels to work together and provide a continuous update loop that refines and polishes your marketing outreach.
Email messages: The core of ecommerce marketing
Sending targeted emails to customers is an effective way to keep your product fresh in their minds. Once you add multiple marketing channels that work in tandem with the emails, results will multiply. For example, by using three or more channels, you could increase engagements and purchases by more than 250 percent.
The data you get from other channels informs and refines the email messages you send to the customer. Measuring customer shopping habits on all channels helps you craft those targeted emails.
For example, if a customer abandons their cart, sending a well timed email and SMS campaign can help you recover those lost sales. By tailoring your messaging on customer behavior, you can be sure that the message you’re sending is always relevant.
Today, people expect to see relevant ads that are tailored to their preferences. It’s a rewarding interactive experience for the browsing customer, and it’s been shown to keep them online longer. This can cause a big jump in customer retention, leading to higher sales.
Omnichannel marketing examples
The first step in beginning an integrated omnichannel campaign is to define your goals. Then, you’ll base your strategy on achieving them through multiple connected channels. Some typical goals are:
- Increase sales
- Increase traffic
- Attract targeted audience
- Strengthen brand loyalty
- Build customer relationships
To increase sales and traffic, send ads across multiple channels with the same message and branding. You know the old adage that a customer has to see something five times before they buy?
Each touchpoint your brand has with a customer is an opportunity. Those opportunities are so much more powerful when you have a unified message, working like a giant neon arrow, pointing the customer in the right direction.
You can create a seamless message that comes across the same way no matter which channel a person sees it on. Short reminders by text, offers by email, and a social media presence will all impart a cohesive message and link back to your site.
Once a customer is seeing your ad everywhere, they’ll be more inclined to check it out. And for a person already predisposed to buy a product, those reminders could spur them to purchase it. What’s more, customers who have an omnichannel experience using 3-4 channels tend to spend 13% more than customers who engaged in just one or two channels.
How do you achieve a targeted audience?
You can draw the ideal customer for your product using branding. For example, Net-a-Porter, an online store that sells high-end clothing, positioned themselves as selling a luxury commodity with their advertisements. This was designed to steer customers looking for quality their way while eliminating many of those more interested in the lowest price.
One of the biggest ways to achieve a targeted audience is to follow the natural steps for list building:
- Use relevant popups and email capture forms on your site to collect consenting customer data
- Segment your lists by demographic data, campaign engagement, and customer behavior for more relevant targeting
- Sending re-engagement campaigns to customers who have become inactive to bring them back into the fold and improve customer retention.
By targeting your messages, you’ll reduce bounce rate in your email automations, improve campaign engagement and customer retention.
Brand loyalty and customer relationships
One hook that keeps customers loyal is knowing what they’re going to get. All of your marketing tools should impart a consistent message about your product and brand.
Retention of customers also relies on giving excellent customer service. Sending follow-up emails after a purchase, birthday and holiday greetings, and notices of sales and discounts will keep prior customers in your company’s orbit.
These messages are the primary way to build a strong customer relationship.
Ecommerce marketing of the future
The beauty of these omnichannel marketing examples is that they extend the customer relationship. Current or potential buyers are reminded of it at touchpoints throughout their week.
Automated email communications backed up by texts and continually updated social media messages will bring welcome results.
By creating a seamless, omnichannel customer experience, you’ll not only be rewarding your customers with more relevant messaging, but you’ll improve your revenue with higher quality, loyal customers.
Implementing an omnichannel strategy is sure to create a remarkable difference for marketing your company.