The term omnichannel marketing has become very popular in the realm of advertising, but what exactly does it mean?
Omnichannel marketing isn’t just another buzzword that’s thrown around. Rather, it refers to a strategic approach bound to deliver an array of benefits when executed properly.
What is an Omnichannel Marketing Strategy?
As the name suggests, an omnichannel online marketing strategy is one that employs multiple platforms to get the job done.
Many opportunities exist in the world of digital promotion. There is social media marketing, search engine optimization, content-based promotions, pay per click (PPC) campaigns, among others. These can be employed simultaneously, each one delivering a specific result.
In omnichannel marketing, all of the channels are employed to create a unified experience for prospects and customers. To accomplish this goal, a marketing team needs to have a very clear concept of how an advertising campaign is will be carried out and a solid understanding of each platform.
When done correctly, omnichannel promotion can provide the prospect a completely seamless and integrated brand experience. From learning about a brand to finalizing a purchase and becoming a loyal client, the customer can receive relevant messages and assistance at every step of the way.
At this point, you may be wondering about the difference between multichannel and omnichannel marketing. The two aren’t one and the same.
Multichannel marketing simply refers to utilizing many platforms in an attempt to reach your clients. The message, however, isn’t necessarily targeted and customized to make the most of the respective platform’s strength.
When omnichannel marketing is employed, ad campaigns are modified to be reflective of the respective platform and the stage of the client’s journey. Personalization is very important, and the campaign remains adaptive and flexible to achieve the highest possible level of engagement.
Ways to Use Each Omnichannel Online Marketing Strategy
The explanation above is somewhat abstract and theoretical. Let’s go through some omnichannel marketing examples to give you a better idea of the concept.
Here’s how omnichannel marketing can work during every step of a customer’s journey, from the top to the bottom of the funnel:
- The customer journey starts with an Instagram ad that pops up in their feed and gets them curious. Since the message is relevant, the person swipes up and is taken to the company’s website.
- The landing page that’s revealed provides additional information, maybe even a cool video that the potential customer watches. They also explore a few product pages before leaving the website.
- A few days later, re-targeted ads appear on Facebook due to the previous engagement, reminding the viewer to click through and complete their purchase or try a free subscription to a product or service.
- Since they were originally interested, the person goes back to the brand’s website, creates an account, adds some products to their shopping cart, but fails to complete the purchase.
- The next thing that happens is they receive an email newsletter that provides some additional information, such as an infographic explaining the benefits of the product or a personalized discount coupon that expires within a few days.
- Now the potential customer has an additional incentive to visit the brand’s website once again and finally complete the purchase.
- After completing the purchase, the client continues to receive personalized information via email (or through the brand’s dedicated mobile app) about similar products or personalized offers bound to maintain long-term engagement.
An omnichannel marketing strategy adopts a long-term approach and a comprehensive view of the client’s journey. It isn’t just focused on selling –it increases brand awareness, informs, and builds a relationship with the person.
Omnichannel Marketing Examples of Successful Campaigns
Here are a few additional examples of campaigns that achieved excellent results by utilizing an omnichannel marketing approach:
- Disney: One of the most popular brands in the world is a true pioneer in the realm of omnichannel marketing. It all starts with the portal My Disney Experience, which enables thorough trip planning. The information that a customer provides is later coded in a wearable band that can be used to unlock hotel rooms, check into attractions, and even complete purchases as part of the Disney experience.
- LiveOnNY: It isn’t just big brands that are making good use of omnichannel marketing. This non-profit organization carried out a powerful omnichannel campaign to increase awareness about organ donation. The campaign targeted all kinds of individuals – from those only slightly aware to people invested in the topic. It involved social media marketing, a meme generation app, and a focus on user-generated content to boost the viral potential of the campaign.
- AliExpress: This major online brand makes use of a fully-integrated mobile app, website, email updates, and digital customer support focused on parcel tracking and providing relevant information.
- Netflix: The streaming platform offers users one of the most comprehensive and personalized experiences there is. From aligned navigation across platforms to further viewing suggestions based on past preferences, the online streaming giant ensures continuity and an optimal experience that’s easy to modify on the go.
And these are just a few illustrations that show the power of an omnichannel marketing strategy.
As you’ve gathered already, each channel utilized in an omnichannel marketing strategy responds to the customer’s needs and allows for updates that are valid across all platforms being utilized (the Netflix example is a good depiction of how this can happen).
It’s not enough to just be present across an array of online platforms. You also have to consider the stage of the customer’s journey and the specific message that would be appropriate to address their particular needs at that moment.
Digital technologies provide excellent opportunities to personalize, lay the foundation of a relationship that will hopefully extend into the future, and maintain your flexibility as your customers’ needs change.
To accomplish these goals, you have to analyze sufficient volumes of customer data and you also need a comfortable understanding of how digital communication works. By gathering constant feedback and keeping yourself informed on the latest possibilities, you can overhaul campaigns on-the-go to keep expenses reasonable and achieve the best possible return.