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What is Omnichannel Marketing?

Given the frequently changing landscape in the digital marketing environment, it is not surprising that terms and definitions can often be confused or misunderstood. Omnichannel marketing is a marketing strategy that integrates various digital channels in a coordinated way to improve the customer’s experience. Not to be confused with multichannel marketing, which is the utilization of multiple types of digital channels like social media platforms, emails, print media and websites. Omnichannel marketing means the user can access and continue to interact with a brand without initiating a new connection at each touchpoint. Whether a customer makes a connection from a desktop, smartphone, tablet, or at a brick-and-mortar location, the conversation and customer experience are integrated and consistent across all devices.

The ability to discover the digital route a targeted consumer travels in order to make an ultimate connection with a brand can be very advantageous to understanding important insights about the customer and discovering the success or failure of a particular campaign. Prior to implementing an omnichannel marketing strategy, mapping the customers’ journey is critical.

Researching all the important turns and deviations a potential customer takes to make a connection with a brand can indicate how, where, and when the prospective consumer found the product or service, what channels were utilized, when the customer found the experience enjoyable, and when were they annoyed or confused by the experience. Customer service is at the center of an omnichannel marketing strategy. Targeted, personalized content creates higher conversion rates with potential customers.  So, it is important to focus on creating a strategy of personalization and relative customer experience initiatives, that engage and attract consumers by appealing to specific likes, needs, and interests across all channels.

Develop an onboarding process for new customers that captures valuable information about who they are, where they are listening, and typical demographic information. What are their wants, needs, and expectations of a brand? The goal of the onboarding process is to deliver brand value from initial contact. Collect and secure all customer data and refer to it in order to enhance the customer experience and initiate adjustments to original assumptions.

Measure the success or shortcomings of the omnichannel marketing strategy. Is the onboarding process user-friendly and initiating increased consumer conversations and engagements? How many prospective clients are moving forward in the sales funnel, culminating in conversion? How effective is the strategy in providing information and answering customers’ questions? Why are some prospects dropping off and tuning out?

Today, professional marketers are able to measure and analyze the performance of promotional efforts in great detail and generate seemingly magical discoveries of consumer identities and behaviors. Marketing Key Performance Indicators (KPIs) allow a business to accurately measure the gravitation toward strategic marketing objectives. Focusing on the right metrics and choosing the most suitable marketing KPIs for your business is essential for a strategy to succeed. Knowing which metrics to focus on is key to gaining insights that can help understand a strategy’s effectiveness.

Still puzzled about how a marketing omnichannel strategy can deliver value to your brand? Junction Creative Solutions (Junction) is a results-driven agency that leverages digital technology to execute smart, purpose-driven marketing campaigns to drive qualified traffic and leads from the first customer touchpoint to the last. Call 678-932-0532 today to learn more.