What is omnichannel marketing? 5 Tips to build a seamless omnichannel customer experience.
With the advent of technology and budding trends, new terminology is invented every minute and so is the term “Omnichannel Marketing”. It is a whole new word and a concept in the world of digital marketing. People often confuse omnichannel marketing with multichannel marketing but the two are different concepts altogether. Let’s look at what omnichannel means.
What is omnichannel?
Omnichannel is basically using all types of channels to create one single experience for customers. It may include both traditional media like radio, television, print, and digital media like the internet, social media, mobile, etc.
What is omnichannel marketing?
Omnichannel marketing is a marketing strategy used by many marketers to provide a seamless customer experience from start to the end-stage regardless of the specific channel. The company can now target the same customer in the physical store as well as through social media. Omnichannel marketing uses the strategy of utilizing multiple or combinations of different media channels while sending across the same relevant message to the customer. The few brands that accomplished their marketing game using an omnichannel marketing approach are Amazon.
Amazon provides a seamless experience to their customer. Firstly because of their e-commerce website through with consumers can order online and get hands-on the products and secondly through the in-store purchase of amazon products like Alexa, Amazon smartwatches. Thirdly through their video-streaming website, Amazon Prime.
Marketing is not only about sales and profits but also about treating customers like a king and providing them with an experience to turn them into loyal customers. Other brands using omnichannel marketing strategy is Starbucks, Pepperfry, Walgreen, etc.
Let’s look at the difference between Multichannel and Omnichannel marketing:
Multichannel marketing is using the same message across all different channels with no personalizations. While Omnichannel marketing has to do with personalization. It does use different media channels like multichannel marketing but the message is personalized for each channel according to the user behavior of the customer. One major difference between the two is multichannel puts the brand at the center of marketing strategy and omnichannel keeps customers at the center. It changes and adapts its messages to the customer’s needs.
Moreover, the better the experience you provide, the more they will be interacting with your brand which eventually means having an access to more and more refined data. When integrated with a strong and powerful omnichannel marketing tool, there will be more personalizations in the messages constructed and will lead to better sales and profit results which in turn higher ROI.
5 tips to build a seamless omnichannel customer experience.
Map out a customer journey
Customer in the marketing world should be considered as a king and put them in the center of any marketing strategy to help your brand get visibility and gain profit. Studying the target audience and studying the existing customer is the prime task for all brands. Omnichannel is all about delivering the best customer experience. The brand needs to map out the journey of the customer from start to end. Their purchase or buying behavior, their response towards the brands matters a lot for any brand. The journey of the customer is not meant to be consistent, it is bound to change, and adapting to those changes is crucial to give them an everlasting experience with the brand that would compel them to interact more with the brand. Mapping their journey gives an idea about the type of customer, their changing needs, how they first interacted with the brand, and the decision before, during, and after the purchase.
Integrate the content with your channel
Content plays a big role in the marketing aspect and one of the important Cs of marketing. Customizing the content according to the channels and how customers interact with that channel is very important. Integration is key to success as your brand wants to appear with a consistent tone of voice. The content should be in conjuncture with the medium to drive for a common goal of the campaign. However, researching the target audience, their demographics, and psychographic profiles for each group will make you stand out in the crowd.
Customer feedback is important and instead of customers calling you and waiting for a reply back might make you lose your customer. So having a self-service channel in all digital platforms like FAQS, chatbots for the customer to post their queries, doubts, and complaints make the shopping experience lot easier. This builds a sense of credibility and makes customers feel that they are being heard.
Invest in tools that best support your strategy
Selecting the right tool to get the message across to your audience and ensuring that the message is being delivered in its intended meaning becomes a necessity for any marketing strategy. One cannot randomly choose a media channel and send the message. The brand needs to invest wisely in the tools that its customer is acquainted with. It needs to look into the factors like how well customer interacts with a particular medium and how well do they understand the message which will help brands to decode the customer experience using omnichannel marketing.
Personalization is the key
An omnichannel approach allows companies to retain customer data in large forms and this helps in the personalization of the content. Personalization is a new trend. Interacting with the customer on a personal level and designing the content according to that helps in turning prospects into loyal customers. Making personalized content should become a habit in the long run.
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