Marketing in Numbers Digest #20

How to make the best of Omnichannel Marketing

Since the onset of the COVID-19 pandemic, customers have turned to the online world and have definitely become omnichannel; they bounce between channels when interacting with an e-commerce brand, and marketers have to start responding to that behavior in order to stay ahead of the competition.

In order to do that, brands have to understand who they are and how they behave on the Internet. One way of achieving this is developing accurate personas of your target audiences based on hard data; this way you can deliver relevant and effective omnichannel campaigns.

What is Omnichannel Marketing?

Omnichannel is the idea of using all your branding channels to create one, unified experience for your customers. This includes both traditional and digital channels and online experiences. Omnichannel marketing creates a seamless message that reaches your customers based on their behavior through your sales funnel, while providing personalized customer experience.

Omnichannel marketing is a highly integrated approach to the entire customer lifecycle across every relevant channel. This means that each channel needs to work together to create a unified message, voice, and brand for your company. In other words: you need to align your campaigns across every platform relative to each persona to achieve ultimate growth.

How can you best apply omnichannel marketing in 2021?

1.Lay the right foundation for an omnichannel marketing strategy by getting your team on board. A great omnichannel marketing strategy starts from the ground up. Your channels work together to create a better customer experience through omnichannel, so should your team members.

2.Analyze your customer’s data.In order to implement a great omnichannel marketing strategy, it’s important to learn everything you possibly can about your customers. If you don’t have data right off the bat, don’t worry. You can collect this data as you go, too.

3.Appropriately target your messages, A huge part of getting your omnichannel marketing strategy right is targeting and personalization. When you make sure the messages you’re sending are always relevant, your customers will better respond and react.

4. Test, measure, and test again. As with anything in life, your omnichannel marketing strategy will improve over time as you collect and analyze more customer data. However, this means you actively need to test different messages, headers/subject lines, images, times, etc.

Today’s consumer is not only more inclined to purchase with an omnichannel experience, but they’re expecting it. By being omnipresent on the channels that your customers are the most comfortable with, and getting your entire brand behind creating an omnichannel experience, you will be able to give your customers a level of service that will set you apart from your competition!

SPIN Ideas is a marketing strategy agency, focusing on startups and SMS. We help our clients find their place in the market and grow. You want to hear more about what we do and have monthly marketing updates, subscribe to SPIN Ideas’ Journal.