Omnichannel marketing is one of the most powerful ways that you can stimulate growth and cater to your customers.
However, not a lot of businesses are applying the remarkable benefits of omnichannel marketing.
In this short article, we’ll be discussing how you can seamlessly integrate the experience that your brand gives your customers through different channels.
So what are you waiting for? Growth awaits us!
Multichannel Marketing versus Omnichannel Marketing
People often confuse omnichannel marketing with multichannel marketing although they are entirely different concepts altogether. Multichannel marketing means allowing your brand to be available on different channels. On the other hand, omnichannel marketing refers to the process of integrating various channels into a singular experience for the customer.
Think of it this way, imagine your customer does some “window shopping” on their smartphone and decides to complete the purchase on their desktop. The way that you structure this shift to make it seamless for the customer is omnichannel marketing.
Consider these things:
- Is the purchase experience different from a mobile device and on a desktop device?
- Do shopping carts get saved from one cart to another?
- Is the whole experience fluid?
Related: The Increasing Importance of Multi-Channel Marketing in Asia
How Do I Start Going About Omnichannel Marketing?
Put yourself in the customer’s shoes
Before you even begin adopting an omnichannel strategy, you have to look at your business from the point of view of your current and potential customers. Gather data and find out how your customers engage with your brand.
There are a lot of important questions that you can ask yourself at this point.
Where do they usually browse your products? Is it online or in-store?
After they have canvassed, how do they go about making a purchase? We’re talking about the different channels here.
If they are on social media, what particular platforms do they frequent and which ones can you tap? How do you integrate this with your overall marketing strategy?
Data will be essential at this point, and it is crucial that you also have a feedback system in place so that you can find out how you can improve the services that you are providing to your customers.
Related: Understand your Singapore Market by Dissecting It
Start Selected Targeting
Potential customers are looking for products and services that are tailored to them. In a study, it was found that 71 percent of customers want personalized ads. A lot of companies have started focusing on providing products or services that are custom built for the end user.
The data that you gather will help you create content that makes sense to your target audience.
If a majority of your market reacts positively to a certain that you market your products, then you should be focusing on those points.
A single campaign is good for the overall vision, but it is through smaller micro-campaigns within your whole campaign that you can create a better experience for the people who want to purchase your products.
Related: How to Maximize AdWords For Your B2B Marketing Strategy
Understand the Switch
Some people understand conversion rate optimization for desktops, some optimize for mobile and some only focus on desktops, but you have to realize that people might be switching from one device to the next.
Think about it this way, when was the last time that you sat down with your product team to discuss how seamless the applications, browser experience on both mobile and desktop, and overall experience is?
Your goal in omnichannel marketing is to understand that you have to make your customer’s life easier so that they will be willing to purchase often.
Whichever device they switch to, the experience must be completely seamless. Whether it be starting off with mobile and completing the purchase on a tablet, you have to be prepared for them.
Related: The Anatomy of an Effective Landing Page for APAC Businesses [INFOGRAPHIC]
Integrating Your Brick and Mortar Establishment Digitally
People check their phones when they’re in your establishment. Sometimes they try to pull up information about specific products, and some are even enticed to buy when you offer some promotional offer.
Some stores even offer free WiFi just in case their customers do not have a proper Internet connection to browse through and to find appropriate information about the products in the store.
This is another thing that you have to keep in mind when you start moving towards establishing an omnichannel marketing plan for your company.
Speak Their Language
If most of your customers are on Facebook, then you have to interact and engage with them on Facebook. Find ways of integrating the purchase process on that particular platform.
You can only get through to your customers if you are on the same level as they are.
Related: Facebook and Twitter Metrics to Track in 2018 [INFOGRAPHIC].
In conclusion, an omnichannel approach makes things easier for your customers. There are plenty of ways to create a more effective sales pipeline, and that will all be dependent on how you integrate everything together.
