Reaching customers is one of the biggest goals a business may have. Perhaps a bigger aspiration is crafting and executing a cohesive, comprehensive customer experience that translates to conversions. So, how do you cast a wide net, drive engagement, and get conversions? Omnichannel marketing can definitely help.
What is Omnichannel Marketing?
Omnichannel marketing is the synchronization of all aspects of a business, marketing channels, and touchpoints to make a customer's journey down the marketing funnel as effortless as can be.
As a rule of thumb, an excellent omnichannel marketing strategy and campaign will focus on the following:
- Websites (both desktop and mobile)
- Smartphone Apps
These touchpoints make up the customer experience. Having them all blend in with one another is the key to good omnichannel marketing.
In short, it's a more organized and efficient marketing strategy. But what's the difference between different marketing channels (multichannel) and omnichannel marketing?
Regular Marketing Channels vs. Omnichannel Marketing
Simply put, channels refer to the different ways you can reach your customer. A business or brand may engage in a few marketing strategies to boost reach.
Channels like comprehensive SEO efforts, active social media accounts, and video marketing aim to build a great customer experience.
However, unlike regular multichannel marketing efforts, omnichannel marketing focuses entirely on a cohesive, synchronized effort to bring all of these aspects together seamlessly.
The ideal outcome? An effortless, pleasant customer experience using multiple channels. The critical difference between omnichannel and multichannel marketing is the synchronicity between channels.
For example, a company could have a great mobile layout for customers browsing for digital marketing consultations on their phones. However, it's not the same as having an active Instagram account, a good mobile layout, a brick-and-mortar location all working together as one.
But that doesn't mean that it's failing if your business isn't engaging in omnichannel marketing. You could have a killer app and a tremendous custom-built website.
But there are some profound benefits to omnichannel marketing that you need to check out.
We promise they're pretty good for business!
Omnichannel Marketing Benefits
Let's examine the significant benefits of this holistic approach to marketing you can see working for your brand.
A Wider Reach
Simply put, you're getting more eyeballs on your products and services. When you branch out and cover all your bases, it's much easier for a customer to find your business.
They no longer have to type in specific keywords or search terms; chances are, with good digital marketing, you'll be right at their fingertips.
A Better Experience For Customers
Overall, an excellent omnichannel marketing strategy will make everything seamless and straightforward for users to engage with.
Make a conscious effort to put the customer experience above all else, even on platforms like Facebook or Instagram.
In the end, your brand will deliver a personalized, integrated experience that leaves users satisfied.
Better Brand Building
In short, good omnichannel marketing campaigns result in better branding for you and your business. We all love to see a good multidimensional brand hard at work.
And better brands undoubtedly pull in more users and build brand loyalty, too. More brand loyalty leads to increased revenue and higher levels of brand recognition. It's truly a win-win for businesses to get customers to engage with touchpoints and use platforms to focus on the consumer.
How To Use Omnichannel Marketing
Let's see how your brand and business will get the most out of this marketing asset. We promise it's something you should take an interest in.
Recognize Your Audience (And See What They Respond To)
We're always saying that the first, most important step to good marketing is recognizing whom you're marketing to. Once you have that vital info, see what your customers respond to. In short, collect valuable data.
Are customers complaining about the UX/UI on your mobile site? Do they love the new app you just launched? Collect these tidbits of raw data and have your team pore over the results.
From there, you can form a clearer picture of how your customer base responds to content and the journey down the marketing funnel.
Work On Your Brand Tone and Voice: Brand Personalization
Another essential element of good branding is nailing down a consistent brand tone and voice.
Essentially, how do you communicate with the customer? What's the 'personality' of your brand, and how does it communicate with the customer base?
Ensure you have a detailed messaging guide to work from!
Testing, Testing, Testing
Without testing, you're flying blind. And with an omnichannel marketing strategy, you need all the info you can acquire. For example, how does the customer interact with certain touchpoints of your business?
In short, what does the customer journey look like when consumers interact with your brand?
Be sure to use the data collected to perform rigorous A/B testing, market research, and analysis.
Omnichannel Marketing Examples
To get a better idea of the power of harnessing all available channels, let's look at some key examples of omnichannel marketing.
Brick-And-Mortar and Online
You'll rarely see a brick-and-mortar storefront these days without some sort of online component. It could be as simple as a coffee shop with a popular Instagram page. Or even a retail behemoth like Target and everything a customer can do with its accompanying smartphone app.
And other massive brands are recognizing the benefits of reaching customers through multiple channels. Walmart, Target, Nike, and even Walgreens are seeing massive downloads of their respective smartphone apps.
Businesses everywhere are modifying their customer experiences in a big way with omnichannel marketing. Is your brand taking advantage of the mix of brick-and-mortar and online?
It's a great way to serve your customers with a comprehensive experience and build brand awareness.
And that's always a good thing.
Apps And Shopping
If you're an Instagram user, you're probably familiar with the shopping tab on the main page. This page is a fantastic example of omnichannel marketing, as it integrates a social media app and a direct, seamless line of engagement directly to the customer.
Users can easily tap into the shopping tab, browsing items and brands that catch their eye. Simple additions to well-known apps make finding products effortless for Instagram users.
Plus, apps and online stores are crucial to the customer experience. Remember, the marketing funnel shows that the customer will sift through multiple options, consider your product or service, and ultimately choose which is best.
When you work hard to create a good app and shopping interface, people will notice.
Starbucks has a famous loyalty program. In essence, this loyalty program, accessed through a Starbucks app on their smartphones, seamlessly allows customers to add money, pay for orders, and redeem rewards after purchase.
Maybe try working on this when building your brand. Having everything in a convenient place hits that sweet spot for customers.
Let's Talk About Amazon
Amazon is perhaps the master of nailing down a timeless omnichannel strategy.
Of course, customers can engage with content on Amazon's desktop page. However, the Amazon app is one of (if not the most) popular shopping apps on the market.
In 2019, it had an estimated 81% reach. That means that a staggering majority of all mobile users downloaded or interacted with the Amazon app.
Likewise, Amazon utilizes Alexa and Amazon lockers. Yes, Amazon has a foothold in the in-store space, too.
The design team at Amazon clearly understands the customer experience and how easy-to-navigate apps, websites, and more can change the game entirely.
Should I Use Omnichannel Marketing?
Yes, absolutely. Omnichannel marketing benefits are plentiful. If you have a good team behind you, and a determination to stand out from your peers, it has never been a better time to make your brand a cohesive presence that customers love.
Final Thoughts on Omnichannel Marketing
It's pretty evident that this form of marketing is a valuable strategy for boosting online traffic, driving engagement, and pulling in soon-to-be loyal customers to your brand.
But it can be easier said than done. That's why we're here to help build a holistic, memorable approach to your business.
At Sprinkles, we go above and beyond for our clients, offering everything from digital marketing consultations to comprehensive branding.
We work alongside big and small businesses to expand reach and influence. Most importantly, we want you to stand out within your industry.
And with good omnichannel marketing, it has never been easier to make brands stand out above the rest. Come grow your brand with us!