Planning marketing strategies for multiple channels

The more technology advances, the more it offers innovative ways for companies to market their products and services. Digital marketing has changed the way companies do business. They are able to reach a massive audience through the use of social media, mobile applications, websites, etc which are easily accessible on multiple devices at the same time. Companies can offer a seamless experience to their customers only if they follow a unified approach to marketing. This approach is made possible through omnichannel marketing which offers consistency in spreading the brand’s message across multiple channels.


What is omnichannel marketing?

Omni-channel marketing is a multichannel sales approach with the aim to provide a seamless user experience to all the customers. Companies and brands interact with people through apps on smartphones and tablets, websites and social media as well as a brick and mortar store. There are millions of internet users around the world who use more than one device to access the internet. They are connected to the brands in more ways than those who are not active, thus having quicker access to the brand messages, product updates, etc.  Every established company or brand uses digital tools like websites, social media, apps, etc to connect with customers. Omni-channel marketing is allowing these platforms to work together to provide the customers with an integrated shopping experience. It is important for these platforms to work together efficiently to make omnichannel marketing work.

Determining an omnichannel marketing strategy

Every business must develop its own unique omnichannel framework and develop a strong strategy. The strategy must consist of a strategic plan to build a coherent experience across channels like web, social and mobile. Companies need to ensure that the strategy is aligned with merchandising. The marketing should provide a cohesive experience to the customers over all possible channels of communication. 

Making communication with mobiles responsive

The number of smartphone users has increased manifold over the years which is a huge boost to marketing as people view the websites and news on their smartphones apart from their laptops. For this to make the business grow, companies need to ensure all their online communications are optimized for smartphones. This will result in an increased content viewing which is required for the omnichannel strategy to work.

Availability across all channels

The basic requirement of an omnichannel marketing is to be available on all possible channels of communication. Utilizing these channels allows the customers to communicate with ease.

Automating the process

A communication flow platform can help automate the communications companies or brands send to their customers while ensuring that the messages sent on all channels are consistent. A communication flow platform also helps in using multiple channels at once in order to provide the same message to the customers even if their communication preferences are different.

Optimizing the organizational structure

Customers expect to have a seamless experience while communicating with the companies through their different modes of communication. To deliver the customers what they expect it is necessary to have an organized structure wherein the information shared on all the channels is consistent and all the department work together to make this work. Omnichannel marketing can only work if there is proper coordination and collaboration between the departments so that they all promote the same message across the channels the brand uses. Once the omnichannel marketing is established, the integrated teams need to identify the touch points where the customers are likely to interact with the company which will reflect their desire to purchase the products or services.

Integration of analytics

Omnichannel marketing deeply focuses on data capture and analysis to understand customer behavior and expectations. Analytics will help the companies to identify any unexplored opportunity that might prove to be effective for their business. Omnichannel marketing requires data streaming and management of large volumes of data. This data has to be integrated from both online and offline business areas which would first require mapping of the data capture system in use. The data recorded can be stored in a central place keeping a separate record of the sales and stocks, giving an accurate view of the inventory for a better customer experience.

Becoming customer-centric

Omnichannel marketing is all about targeting customers across all channels at the same time. Organizations need to be transparent, responsive and should be able to connect with their audience. They should be able to identify the most profitable customer groups and tailor make their services to each target group.

Synchronization of channels

Each channel has its own unique feature which attracts the customers. It can be the way the messages, products, and services are displayed or any other feature that can benefit both the customer and the company. Companies need to recognize this feature to provide the customers with a consistent brand experience and value.

A synergy has to be achieved between each channel which is possible through an engagement strategy which would provide consistent messaging across all the channels and customer touch points as well as link the different devices such as laptops, tablet, desktop computers, and smartphones.

Bringing customers closer to the brand

Bringing the customers closer to the brand cannot happen overnight. It requires a strategic plan to first attract customers and study customer behavior to provide them with what they need. Customer-centric omnichannel marketing is required to make this strategy work. The strategy should be able to give customers a good brand experience so that they keep coming back.

Omnichannel marketing best practices

The success of an omnichannel strategy is determined by how effectively customers are able to engage themselves with companies across multiple platforms which yield profits for the companies. Customers now have unprecedented access to digital technology and to be able to cater to such a large audience an omnichannel marketing strategy is a must. Brands must adopt some best practices before devising an omnichannel marketing strategy. Some of the best practices can be:

  • Accounting for each channel and device customers use to interact with the brand to deliver an integrated experience
  • Developing a unique omnichannel framework for coordination and collaboration between several departments
  • Optimization for all devices
  • Keeping in mind the virtual reality experiences of customers
  • Testing customer experiences
  • Knowing the audience
  • Monitoring the different channels and devices
  • Offering the best interaction services possible by personalizing the individual experience

Is omnichannel marketing helpful?

According to many types of research, retailers have listed omnichannel marketing as a priority when it comes to doing business. It is an essential strategy for companies wanting to broaden their customer base and establish effective interaction with them. Omni-channel marketing will help the organizations in gaining better customer insights which will help them in identifying customer behavior. It will help in determining how customers respond to brand promotions on different channels.

It helps in increasing a brand’s reputation and credibility when the brand is present both online and offline. It lets the brand gain an edge over its competitors. The more channels the brands use, the more recognizable they will be. According to various studies, Companies who adopted omnichannel marketing have observed higher revenues than before. Customers tend to spend more online than offline resulting in an instant revenue growth.

Brands adopting this marketing strategy have an edge over those who do not as they get to use multiple channels to market their products which add to the brand value as well as gain the trust and confidence of the customers. People who shop online tend to use more than one device, which increases the brand’s chance to effectively target the customers. Different streams of information are created because of multiple channels of communication and brands must be able to control and understand these metrics. With a good omnichannel marketing strategy brands can interact with customer data irrespective of where it is generated from and cross-reference it with other data generated from similar customers across channels which helps the brands get a better picture about the effects of their business efforts.

New channels create new customer touchpoints for better interaction. Omnichannel marketing promotes self-service, the idea of which is convenient for the customers. This makes the customers feel more independent and at the same time promotes effective personalized communication with the support team regarding their purchase. The feedback received from the customers helps the companies in constantly improving their services. Since implementing an omnichannel marketing strategy involves a huge investment, companies need to ensure the technology used is able to deliver the experience as expected.

Consumers nowadays feel more empowered, connected and informed than they used to. With the rise of technology such as social media, mobility, new channels to do business have opened, giving customers varied options to choose from. Retailers are seen adopting the omnichannel marketing strategy expect to engage more customers and establish a brand value which was earlier not possible only through an offline store. Omnichannel marketing is no longer just a thing of the future and is sure to benefit more retailers in the long run.

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