Digitalization enhanced the horizon of technological advances across organizations. It has made it convenient and simpler for marketers to reach their customers. However, the amount of siloed data, cluttered reports, ever-increasing channels, and competing views on different channels makes it difficult to maintain consistency in the communication. Omnichannel marketing integrates multiple channels to create a consistent brand experience for customers.
What is Omnichannel Marketing?
Omnichannel marketing is the practice of planning and executing marketing campaigns across different channels using multiple devices while keeping the communication consistent. The USP of implementing this omnichannel strategy is that it helps in creating and processing customer behaviour data, turning them into valuable insights that can be leveraged for lead generation and sales. For example, a prospect receiving an SMS about a promotion while shopping in a store, or an email alert to a subscriber to check for coupons in their mailbox.
Strategic initiative with omnichannel marketing
Among all the technological developments, omnichannel marketing creates a strategic advantage in creating a consistent brand presence across all channels. In fact, the omnichannel strategy focuses on a brand’s holistic approach to reaching and touching base with customers across all channels considering each channel as part of a single brand experience. Real-time information about buying options is not only revolutionary but also heightens the experience with customer engagement. An omnichannel strategy encompasses the entire customer journey of brand discovery, purchase, and beyond.
If the latest statistic is to be believed, the purchase frequency is noted to be 250% higher on the omnichannel strategy as compared to a single channel. Hence, this technique is not only helpful in boosting engagement on multiple channels but also providing an enhanced customer experience,
building brand loyalty.
Benefits of leveraging omnichannel marketing
Let us now consider the seamless benefits of omnichannel marketing that can empower an
organization to make its presence felt among its target customer base.
● Assured customer loyalty: A customer’s journey can be improvised with personalization.
Omnichannel marketing efforts ensure that the data collected during the course of customer
interaction can be channelized to offer relevant and contextual content to enhance leads
and turn prospects into customers and retain the existing ones. This secondary research
shows the use of the omnichannel strategy ensures a 90% higher customer retention rate
compared to its single-channel counterpart.
● Enhanced brand visibility and consistency: Omnichannel marketing ensures cross-channel
consistency of the brand across all platforms and devices that can boost engagement and
build user trust. This showcases the brand equity and increases its value among potential
● Guaranteed increase in revenue: An increase in customer loyalty impacts the purchase
pattern of the customer positively and in the course of time assures more customers.
Optimize customer journey
Hence, an omnichannel marketing strategy is a data-driven customer-centric marketing approach
that prioritizes customer experience. In other words, it is the holy grail of marketing automation in a
digital world where buyers have multiple options to choose from.
To explore, how can you adopt an omnichannel strategy and drive sales while enhancing customer
experience, sign up for a free demo with CtoC.