What Is Omnichannel Marketing?

All You Need To Know

26. Juli 2022

9 minutes reading time

Topics:

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Marketing /

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The marketing of yesteryear is gone, and with it many outdated outreach practices that failed to keep modern customers happy. Today’s consumer wants to be completely engaged by your company and its offerings, drawn together by holistic, integrated communication that makes them feel valued. This has led to the creation of two-way rather than one-way business communication, namely omnichannel marketing.

 

Consumers have come to expect more from their brands of choice: more content, more branding, and more valuable information that reaches them at their point of need. Being ever present in the lives of customers is no longer a nice-to-have function, but a requirement for success. If you don’t already have an omnichannel marketing strategy in place, you’ll need to establish one or risk getting drowned out by louder, stronger, more omnipotent voices.

 

Let’s explore what it actually means to execute omnichannel marketing, as well as some strategies you can take to make your next efforts successful. We’ll cover each consideration in depth, starting with:

 

  • What is omnichannel?
  • What is omnichannel marketing?
  • What is the omnichannel customer experience?
  • Omnichannel marketing vs multichannel marketing
  • What is an omnichannel strategy?

What is Omnichannel?

Broken down, omnichannel – ‘omni’ (all) and ‘channel’ (platforms) – simply means that multiple tools and approaches are used to satisfy an audience, incorporating all aspects of the buyer’s journey. Both traditional and digital channels are included under this definition, as well as in-person or online experiences that customers could have with your brand.

What is Omnichannel Marketing? 

Omnichannel marketing involves the integration of all brand channels to create the perfect customer experience. Its primary goal is to understand customer needs before they’re asked and deliver a flawless consumer experience, which caters to every phase of the buyer’s journey by being present, relevant, and accessible. 

Instead of relying solely on email marketing, or Facebook ads, omnichannel marketing combines strategies like retargeting ads, abandonment emails, and SMS sale messages to reach the audience with tailored messaging at specific times.

What is Omnichannel Customer Experience and How to Improve it

Omnichannel marketing provides customers with the highest amount of customization and control over their purchasing decisions. By providing multiple touchpoints that fine tune experiences at any given point, omnichannel marketing allows customers to move to any point in the buyer’s journey.

Customers are given the personalization necessary to make decisions at every stage of the buyer’s journey, all while remaining in constant communication with your brand. For example, retargeting ads allow you to show items of interest to your site visitors, increasing the likelihood of a new sale. An SMS is likely to be read sooner than an email, and can have different messaging.

Because omnichannel marketing is presented to customers as a frictionless entity, they are better equipped to move at a sustainable pace than those under multichannel marketing.

Omnichannel Marketing vs Multichannel Marketing

Despite their similar sounding names, omnichannel marketing and multichannel marketing are different concepts. While omnichannel marketing focuses on integrating customers across multiple touchpoints with the same level of consistency, multichannel marketing is interested in creating as many customer channels as possible. 

What is Multichannel Marketing? 

Multichannel marketing attempts to engage customers using as many channels as possible. Platforms like social media, email, and websites are good examples of digital platforms, while print ads, packaging, or even store locations are examples of in-person channels. 

This tactic aims to give customers as many interactions with a brand as possible, keeping awareness and consideration at top of mind. Unlike omnichannel marketing, the multichannel approach isn’t necessarily seamless, and each platform can operate entirely independently of the others.

What are the Advantages of Omnichannel Marketing?

Multichannel marketing certainly has its benefits, but it’s not necessarily the most effective method of interacting with consumers.

 

  • Multichannel strategies cast wide nets to attract the greatest number of potential leads, which may or may not lead to a final sale.
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