If omnichannel is the integration of sales channels, Omnichannel Marketing is the integration of advertising channels for a company like yours, focusing on the consumer. In other words, it is a strategy that aims to keep your brand active in various media simultaneously and in sync.
The idea, therefore, is to make sales and advertising channels work in a complementary way. In other words, one must leverage the message of the other, generating a synchronized and continuous experience for consumers, as if all channels were a single channel.
According to Omnisend, cited by V12 Data , marketers who use three or more channels in any campaign achieve a 287% higher purchase rate than those who use single-channel campaigns. This is a good reason for you to start using this strategy now.
HOW OMNICHANNEL MARKETING WORKS
As said, Omnichannel Marketing unites channels. For example, a consumer might find a post on your e-commerce blog about “Tenis X”. When reading the post, he finds a link that takes him to a sales page of your online store. Then he buys the product online, but chooses to pick it up in one of his physical stores.
When entering your physical store to pick up the “Sneakers X” that you bought online, the consumer goes through a series of shelves. On one of them he finds the ad “Buy a pair of socks too!”. He thinks this is a good idea and puts the item in the cart. As a result, thanks to integrated communication, the customer leaves the store with two products purchased through different channels.
And the experience can go on infinitely. When going through the cashier, for example, the customer finds a pamphlet with a QR Code for an online promotion. He scans the code that takes him to a sales page for a pair of pants. But suppose the phone rings and the consumer forgets to complete the purchase of the pants. What happens next?
As your Marketing is integrated, the forgotten consumer will start receiving Remarketing messages in their email. These messages will inform that the consumer forgot to finalize the purchase of the pants and that he needs to do so as soon as possible so as not to miss the discount.
As can be seen, in Ominchannel Marketing communication has a continuous and synchronized flow. One channel is linked to the other. Physical and online dissemination channels work as if they were a single channel. Getting this to work takes some work, but the results are great.
HOW TO MAKE THIS WORK?
It all starts with the Marketing Plan, a document in which you should describe which channels you intend to use. The basics involve working with sponsored links for e-commerce , Inbound Marketing with an e-commerce blog, and Print Marketing . Later, you can gradually add other advertising channels.
All your marketing efforts should be integrated with the unified commerce platform you use to manage your business. Additionally, it's a good idea to also use a Customer Data Platform (CDP) to collect, store, and process customer data from various online and offline sources in one place.
Another crucial factor for good Omnichannel Marketing is training your customer service and sales team. Thus, agents and salespeople will be able to approach consumers in various channels such as chat or in person, but consumers will have the feeling that everything is one, synchronized and continuous.
Your omnichannel marketing plan should also include standardizing your brand . Organizational culture, colors, messaging, symbols, brand audio, and other elements should be the same for both online and physical sales channels.
As always in Marketing, deployment takes time and effort. But all this is compensated in the medium to long term. Therefore, it is worth trying to implement Omnichannel Marketing in your company.
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