What Is Omnichannel Marketing? Learn How to Capture Customer Attention Across Channels

Every brand interaction a customer encounters plays a significant role in their decision to ultimately purchase a product. Whether they are browsing on a mobile device or walking into a store, the decision to purchase is most likely to be influenced by an advertisement seen on Facebook or YouTube, an email they received, or a billboard display they happened to walk past.

Omnichannel marketing seamlessly integrates all channels and makes various marketing tactics work collaboratively, efficiently, and effectively. With omnichannel marketing strategies in place, your ecommerce business is in a better position to thrive, with the help of data and analytics that create consistency whenever a shopper encounters the brand.

In this article, we expound more on the omnichannel marketing strategy and how it captures the customers’ attention across online and offline channels. We’ll also show you how the Coretava tools help you provide the ultimate omnichannel experience to boost customer purchases and loyalty.

Table of Contents

• What Is Omnichannel Marketing?
• Why Is Omnichannel Marketing Important in 2023?
• 7 Effective Omnichannel Marketing Strategies and Ideas.
• How to Build a Successful Omnichannel Marketing Campaign?
• Getting Started with Omnichannel Marketing in 2023

What Is Omnichannel Marketing?

The ideal omnichannel marketing definition is that it is a marketing strategy that integrates and incorporates the multiple channels businesses use to interact with consumers, with the goal of creating an improved and consistent brand experience.

Implementing an omnichannel marketing strategy guarantees that customers have a positive, consistent experience on each of the unified channels by providing key elements such as personalization of messages based on specific requests and identifiable brand tone and vision, plus creating content that is informed by past interactions and the current stage of the buyer journey. Omnichannel marketing platforms include social media, websites, mobile apps, and offline channels such as physical stores.

When marketing through all channels, a consistent, seamless user experience helps individual consumers stay engaged with the brand, which leads to building of trust and eventually purchasing of the products and services offered. According to a 2021 Omnisend analysis of more than 135,000 marketing campaigns, it was found that marketers who used three or more channels in a campaign earned a 494% higher order rate than those who focused on a single channel.

One of the numerous omnichannel marketing examples is Starbucks. The Starbucks franchise integrates their in-store experience with the mobile one through its mobile rewards app, in order to prioritize consumer experience. Customers not only enjoy skipping the queue by ordering in advance, but they can also use the app to pay and are rewarded with loyalty points which can be used to get a free coffee.

Omnichannel vs Multichannel Marketing

Although omnichannel and multichannel marketing are both concepts based on the idea of engaging customers across numerous platforms, the key difference is the focus at the center of all the efforts.

The omnichannel marketing approach is focused on the customer rather than the product, where all channels are used collaboratively to give the customer a unified and consistent experience. Multichannel marketing revolves around the products rather than the customer, aiming to inform as many people as possible about the brand, products, or services.

Furthermore, although multichannel marketing platforms are available to customers, they are not linked, and as a result, the customer experience often varies for each channel. Omnichannel marketing, however, has all channels integrated with the customer user experience in mind.

Multichannel marketing example: Ella Jewellers sends shoppers a monthly email newsletter detailing this month’s latest jewelry additions, offering ladies a free pair of earrings with their next in-store purchase.

Omnichannel marketing example: Ella Jewellers sends shoppers monthly email newsletters as well as text messages tailored to their previous shopping trends. Diamond lovers are offered a free pair of diamond studs with their next in-store purchase, while silver and gold fanatics are offered a free pair of silver and gold studs respectively with their next in-store purchase. Customers are often encouraged to share contact details in order to receive alerts when new additions are brought to the store.

Why Is Omnichannel Marketing Important in 2023?

New ecommerce trends have many brands similar to yours constantly advertising their products and services online, which in turn has made consumers increasingly picky about which brands to engage with. Having a working omnichannel marketing strategy in place sets your brand apart and brings about the following benefits:

Increase In Sales and Revenue

An omnichannel marketing strategy encourages consumers to engage with a brand across multiple touchpoints, therefore influencing the customer’s decision to purchase products or services, which in turn can help increase sales and revenue. Digizuite research shows that brands with proper omnichannel engagement see a 9.5% yearly increase in annual revenue, compared to the 3.4% for poor omnichannel marketing strategy. In addition, targeted messaging builds loyalty, making it more likely for customer retention to improve.

Improved User Experience

The omnichannel marketing customer-centric approach focuses on the individual customer’s experience, therefore improving overall user experience. This keeps customers engaged with the brand and encourages them to spread positive reviews to family and friends, which enables companies to retain customers and drive more sales.

Coordinated Brand Strategy and Identity

With omnichannel marketing creating a seamless strategy across all channels, it becomes simple to build an identifiable brand image and tone. This is because companies taking the omnichannel approach focus on the overall experience to target each channel, hence basing the brand tone and image on core audience needs and values.

Better Application of Data

An important aspect of omnichannel digital marketing is data analysis. Tracking the engagements across all channels gives your brand an even better understanding of the consumer’s journey, as well as which campaigns create the most value. The insights generated from analyzing such data can be applied into your brand’s ecommerce marketing strategy in order to build more targeted campaigns.

Improved Results

Implementing omnichannel marketing solutions correctly creates a seamless customer experience and tailor unique messages for your target audience across all channels where your brand is encountered, hence yielding the best results. According to a 2021 Gartner report surveying 2,196 customers, it was discovered that when customers encounter a value-enhancing service experience, there is 97% probability of the customer sharing via positive word of mouth, 82% probability of customer retention, and 86% probability of the customer spending more money.

7 Effective Omnichannel Marketing Strategies and Ideas

With marketing technology constantly advancing and customer behavior continuously changing, it is essential to the growth of your business that you have effective omnichannel marketing strategies in place. Below are 7 omnichannel strategies that will help your business improve customer experience, reduce marketing costs, and increase sales and revenue.

Develop Customer Profiles

Knowing the customer buying habits, interests, and demographics is an essential part of helping your ecommerce business create targeted offers and sales messages, as well as personalizing your website and marketing messages. This can be done through developing complete customer profiles by building imaginary buyer personas in an effort to identify potential issues and opportunities that may affect your brand. Therefore, a more effective marketing campaign that directly addresses the customer’s needs can be created when you understand their buying patterns and motivations.

Use Appealing Omnichannel Marketing Strategy on All Channels

Digital marketing via channels such as social media, mobile marketing, and email marketing involves the use of technologies and tools to create, manage, and measure the effectiveness of online campaigns. Establishing a clear customer proposition across all channels and using analytics to identify customer engagement and patterns aids in optimizing marketing efforts accordingly, hence creating attractive omnichannel marketing strategies across all channels.

Enable Cross-Channel Integration

Having two or more communication channels connected is an effective way of interacting with customers. Cross-channel integration helps you better understand the customer’s needs and preferences. It also reduces the time it takes to solve customer complaints and increases accuracy of customer data. Through tracking such data across all channels, you are able to make better marketing and product development decisions. Cross-channel integration also helps business owners increase revenue from online sales and reduce costs that may be incurred as a result of running discoordinated offline marketing campaigns.

Optimize Social Networks

Social networks are a vital part of omnichannel marketing strategies, since they allow business owners to connect with customers, promote their products, and access valuable insights into customer behavior that are necessary in the optimization of the shopping experience.

The process of optimizing social networks as an omnichannel strategy includes using targeted ads to reach interested consumers, using content marketing to create useful and engaging posts, tracking customer feedback for updates. and making the necessary changes.

Create Positive In-Person Shopping Experiences

According to the 2021 State of Consumer Behavior Report, 46% of consumers still prefer to shop in person at a physical store. And while 26% enjoy the overall physical shopping experience, 13% like the immediacy that buying in-store provides as opposed to waiting for delivery. Knowing this, your brand ought to provide employees with access to real time in-store and warehouse inventory plus that of other stores, in order to help the customer find what they are looking for. Employees should also have access to customer profiles including purchase history, preferences, and other relevant data that may improve the customer’s experience and drive more sales.

Unite Online and Offline Interactions

Businesses can create an omnichannel experience for their customers by using a mix of online and offline channels. Unifying online and online channels allows consumers to conveniently purchase products from anywhere at any time, giving companies a better understanding of their needs and preferences, which translates into more sales.

Ensure That Your Business Systems Are Fully Integrated

The systems used in your business that extend to all your stores must be fully integrated to work seamlessly across all channels. As a result, you will achieve a satisfactory shopping experience for your customers and be aware of existing gaps in your brand’s shopping experience.

How to Build a Successful Omnichannel Marketing Campaign?

In order to simplify the process and build successful marketing campaigns, advancements in artificial intelligence (AI) have brought about omnichannel marketing software such as Shopify, Sendinblue, Freshchat, and Coretava. Many business owners opt for omnichannel marketing automation for effective marketing campaigns using the steps below.

Map Out Your Customer Journey

For this step, it is important to have complete and updated customer profiles in place. Analyzing social media channels to see who your audience is and how they engage on specific platforms and checking Google Analytics )GA) to see how the customers find your website are all vital steps to be taken when mapping out your customer journey.

Streamline Messaging and Branding

Invite a representative from every department of the company to a prep meeting to ensure that all teams are on the same page, which is to streamline messaging and prioritize better customer experience.

Resolve Customer Problems

It is essential to provide efficient customer support and service across all contact channels simultaneously, to enable quick feedback and resolutions of any queries and challenges respectively.

Create Onboarding Experiences

Create an onboarding experience for new customers to go through when they sign up for a product or service, including short guided tutorials covering everything from initial sign up all the way to product setup assistance and first use.

Use Omnichannel Marketing Tools

Using the latest tech tools can help you launch an omnichannel marketing strategy faster and with better results. Check out the tools available on Coretava and how they can help you with this:

• With Core Marketing, you can send customized pop ups on your website, personalized emails, and tailored SMSs while gamifying the customer journey for more engagement.
• With Core Personalization, you can use smart recommendations, instant predicts, and intelligent search to provide your customers with the most relevant products based on their online and offline shopping habits.
• With Core Loyalty, you can reward your customers for their trust and for choosing your brand over competitors through points, cash back, or VIP badges.
• With Core Omnichannel, you can create a seamless and consistent loyalty phygital experience across all online and offline touch points.

Click here to get started today.

Getting Started with Omnichannel Marketing in 2023

As companies across the globe increasingly yield the best results from adopting omnichannel marketing strategies, there is no doubt as to whether or not it works. It is only through omnichannel marketing that you can offer your customers a consistent experience across all touch points.

With the proper omnichannel strategy in place, your business will thrive due to cohesive brand strategy and identity, customer retention, and customer loyalty principles which will yield an increase in sales and revenue.

If you need some help in launching your omnichannel marketing strategy in 2023, check out Coretava. We have all the tools that you need to yield the best results in an effortless and affordable manner.

To learn more about how Coretava tools can help your business grow, schedule a free demo.