Omnichannel Marketing is Now Vital
Brand voice is more important than ever. With so many channels available to communicate with your customers along their journey, remaining consistent in customer experience should be at the forefront of your marketing strategy. Consistency is an elusive mistress, especially with consumers becoming more aware that brands are constantly trying to interact with them. Because of this, omnichannel marketing plays a vital role in integrating offline and online experiences.
What is Omnichannel Marketing?
Omnichannel marketing uses an integrated shopping experience that delivers the same experience regardless of whether the customer is in the store, on the phone, or shopping online. It is vital to maintaining brand consistency, ensuring every experience and interaction with your customers is seamless and recognizable. You meet customer expectations at every encounter ensuring you never disappoint. When done well, omnichannel marketing not only considers where and how a customer interacts with your brand but even what device they use.
More Use of Content
Consistency across all channels allows you to make the most of your content. With the effort put into creating content that will connect with your audience while also increasing your Google rankings, content can’t end with a simple blog post. Instead, it should work across multiple channels allowing you to repurpose it on social media, streaming video, or incorporated into e-books or podcasts. When you repurpose content, you ensure your voice remains consistent, and your content remains valuable to improve customer engagement. Digital local placement is also important, ensuring you incorporate location-relevant information that works alongside your local marketing strategy.
Leveraging Marketing Automation
Through automation, you can keep track of what device someone is using when they interact with you. Omnichannel marketing allows you to create a completely fluid customer experience so they see no difference between using their mobile phone or their desktop. They can easily navigate your website, find what they want on social media pages, or shop your online store regardless of the device they use.
When you leverage marketing automation software, you can maximize customer experience by tracking their behavior and responding with appropriate content when they need it. It makes shopping easier while allowing you to easily use a multichannel approach in your marketing efforts. One platform provides efficiency across all channels while responding to customers in a timelier manner.
As mentioned above, tracking customer behavior provides an advantage that helps you be more predictive to meet needs. Because customers might use multiple channels before they make a purchase, anticipating need through statistics and tracking habits not only personalizes service but also helps you learn more about your audience as a whole.
Instead of having many different departments working in silos, a true omnichannel strategy ensures everyone knows what is happening across all channels. This collaborative approach to marketing breaks down barriers and allows the entire team to ensure both inbound and outbound marketing remains cohesive.
Omnichannel marketing should be company-wide, ensuring there isn’t competition for budget allotment. Instead, digital marketing teams work together with those involved in store-level efforts, the customer service team either online or phone, and all in-person interactions. This is the best way to provide seamless customer experiences every time.
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