Key Strategies for Omnichannel Marketing
Omnichannel marketing has become an immensely popular concept in the modern marketing arena. An omnichannel marketing strategy is one that aims to create a seamless experience for an audience across multiple devices and channels. A successful omnichannel strategy will give customers an integrated and cohesive experience regardless of where and how they first encounter a brand.
Organisations utilising an omnichannel marketing strategy will deliver an integrated, synchronised experience across platforms. This will involve aligning messages, goals, objectives, and design across every channel that a company uses. Award-winning marketer Ajab Samrai believes that omnichannel marketing is a valuable tool that businesses can use to deliver a better experience.
Involve the Whole Team
When looking to implement an omnichannel marketing strategy, businesses will achieve the best results if they involve staff from across the whole company. An omnichannel marketing strategy is customer-centric; therefore, including marketing, sales and customer service staff will yield great results.
Map the Customer’s Journey
Today’s customers prefer working with and are more likely to trust a brand that offers a consistent, genuine message across multiple platforms. Taking the time to analyse the customer journey will enable businesses to identify problems and create a plan to resolve them.
Technology
Brands can now take advantage of an ever-growing list of technologies to help achieve an omnichannel marketing strategy. Tools such as live chat, apps, websites and video calls can all be used to build customer databases and target marketing efforts in the form of follow ups or abandoned basket reminders, for example.
As part of this process, there are benefits to be gained from gathering customer feedback. This feedback can then be used to improve the service offered and the different stages of the customer journey.
Segment Customer Data
The customer information that is gathered should be used as part of personalised, targeted marketing efforts. Information such as customer likes, dislikes and preferences can be used to connect with them on a deeper, more personal level.
For example, by using segmented customer data, companies could target individuals who haven’t made a purchase in a certain amount of time with an offer to encourage repeat business.
Testing Features and Analysing Data
During every stage of an omnichannel marketing strategy, it is important to test different aspects of the strategy, such as email subjects, formats and offers. Testing different ideas then analysing the data received will help companies to optimise their omnichannel strategy over time.
