Omnichannel Marketing Strategies

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Customers desire personalization.
Last year, an annual survey by Magnetic revealed that 53% of consumers want to be recognized on a personal level across every channel they use.Yet, a Bloomreach study found that retailers place personalization last among their stated marketing priorities.

Customers want to do business where they are most valued and recognized--whether in-store, online, or on their mobile devices. But businesses aren't meeting consumers' expectations.

For competitive business owners, it's not a matter of just increasing your online presence. The key is to provide superior customer service from start to finish.

And that means creating an omnichannel marketing strategy.

What Is Omnichannel Marketing?
Omnichannel marketing …show more content…

In essence, your business will treat every channel like your primary channel. So, if one channel is not offering the best service, it will reflect poorly on your entire brand.

In the past, businesses could get away with specializing in one channel. But no longer: "From businesses to individual consumers, everyone is connected to everyone, everywhere, all the time," says Jesper Termansen, CMO of Templafy.
Google researchers found that 98% of Americans with multiple devices (like a smartphone and computer) use multiple screens each day. And customers desire a seamless experience, no matter what device they use.

Moreover, an Aberdeen study found that retailers using omnichannel retained 89% of customers; without omnichannel, retailers retained just 33%.

In omnichannel marketing, the strategy is no longer looking at each channel as a discrete entity. It's time to connect all your customer touchpoints.

How can you implement one? Here are three ways to jumpstart your omnichannel marketing …show more content…

Their knowledge stems from one-on-one time with the customer.

Create an omnichannel strategy that looks at every channel equally. Ask your team what's working well and what needs improvement. Successful implementation depends on all your stakeholders.

2. Map Your Customer Touchpoints
How are your customers interacting with your brand? Omnichannel marketing isn't effective if you don't know how people connect with your company. So, map out all your customer touchpoints.

Touchpoints can range from in-store to emails to billboard advertising. Each of these avenues is an extension of your brand.

For instance, your mobile app is part of the customer experience. It's designed to inform the buyer about products, entice them to purchase items, and facilitate the sale. It has the same purpose of your brick and mortar store; however, it's customized for mobile user.
"Every touchpoint plays a role in reinforcing the brand’s positioning and overall perception. Important touchpoints that are majorly mishandled can send customers fleeing and result in damaging, unfavorable word of mouth," writes Forbes contributor Michelle

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