What is omnichannel marketing?

Omnichannel is the idea of efficiently using all of your channels to create a unified experience for your customers. In omnichannel marketing, you track and analyze the behavior of your customers through your sales funnel. Then you will be able to provide a personalized customer experience with a seamless message that adjusts to your customer.

A customer’s journey may start with searching for a product in a mobile app. It may then continue in social media, your physical store, or email. Businesses use omnichannel marketing to gather data from digital and/or traditional marketing channels and send a relevant message to a brand’s customers. It doesn’t rely on the customer engaging with the brand, nor the channels used to engage.

Omnichannel marketing examples

In omnichannel strategy, when a customer comes to your brand, no matter what channel, you are present. It means each channel will automatically respond to the customer’s needs and you’ll provide a deeper level of personalization to each customer.

To understand it better, let’s go through some examples.

  • A customer receives a cart abandonment message via email.
  • A customer gets an email or SMS message about a promotion while shopping in-store.
  • Sending an SMS about a promotion to a customer with a mailer in their mailbox with the physical coupons.
  • Retargeting a customer on Facebook with the abandoned product.

Omnichannel vs. multichannel marketing

In multichannel marketing, you send static messages to several channels. In other words, these channels don’t update and personalize with your customers’ needs. On the other hand, in omnichannel, you keep the message relevant by having each channel updated as the customer engages with your brand.

Multichannel marketing puts the brand at the centre of the strategy and sends the same message to customers on all channels. But omnichannel puts the customer at the centre of the strategy, analyzes the customer’s behaviors, and then customizes the message based on how the customer has interacted with other channels. This means as your customer moves through their journey, your channels will automatically update. Therefore the next channel offers a message that’s more relevant to your customer.

Benefits of Omnichannel Marketing

According to CX Today, 9 out of 10 consumers want an omnichannel experience with seamless service between communication methods. But let’s see the key benefits of using an omnichannel marketing strategy in your business.

Efficient data collection

Collecting data, cleaning it, and analyzing good data are crucial in every business. Retailers who are able to track their customers over different channels can serve their consumers better with a more personalized experience.

Improved customer experience

By breaking down the walls between the channels in a business, the consumer is empowered to interact with a company in a way that feels natural to them.

Increase in sales and traffic

Omnichannel strategy is focused on encouraging customers to get back to and interact with your brand. A study of 46,000 shoppers shows that omnichannel customers spend more money than single-channel customers.

Boosted customer loyalty

Not only do omnichannel customers spend more, but they’re also more loyal to your brand. In an omnichannel strategy, you can build gamification and encourage customers to recommend the brand to family and friends.

How to create omnichannel marketing in 2022?

Orchestration is another name for creating a personalized customer journey across all channels as part of an omnichannel strategy. The process for orchestrating your omnichannel strategy is unique to your business. Plus, your operations vary based on your unique needs. But the following steps will give you an idea of the general approach.

1. Optimize segmenting your customers

By analyzing your customers, you can optimize your customer segmentation. Businesses use customer segmentation to identify different groups of the target market, understand their needs, and personalize their experience.

2. Determine the channels each customer segment uses

This step also is possible using customer analysis. The data you collect and analyze can help you make measured decisions about your most important channels. Use analytics to determine which of your channels are the most profitable, the most efficient, and/or the ones which acquire the newest customers. Then, put most of your focus on ensuring the best possible shopping experience on and among those channels.

3. Map the customer journey

There are countless ways that a particular journey could have been diverted or reordered at any time. That’s one of the biggest challenges of omnichannel. You need a deep understanding of your customers in order to provide a seamless experience. Using a customer data platform, you can consolidate your customer data, analyze it, and understand your customers through various channels.

4. Connect all channels

You’ll need the right technology to follow your customer across all touchpoints: from reading reviews on your website, seeing social ads, window shopping at an online marketplace to finally purchasing at your physical store. Also, make sure you’re present to support your customers in every channel. This important step is possible through a customer data platform or CDP. Therefore it’s very important to choose the right CDP that enables you efficiently go through this step.

5. Automate your processes

You cannot do everything yourself or with the help of extra human resources. Your business needs automatic processes and systems to work more efficiently and sustainably. You can start with small steps such as documenting repeatable tasks or using automation widgets. For example, you can add a widget to your website to collect customer data or add a chatbot to your website.

Let’s get started!

The above steps help you start with omnichannel marketing. You can create a free account on Formaloo today to start consolidating your customer data, analyzing it, and understanding your customers. Formaloo gives you actionable insights into your customers. As a result, your marketing channels will automatically be updated by these insights and you can provide seamless messages in every channel.

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