Chances are you’ve heard the term “omnichannel marketing” over the past few years. Customers are demanding an omnichannel experience from businesses of every kind. But what does “omnichannel” mean exactly? And what is all the buzz about?
The term omnichannel literally means multiple platforms. In terms of marketing, this pertains to strategies that include multiple channels for marketing materials. Businesses that relay messages via Facebook, Twitter, emails and direct mail are already participating in omnichannel marketing.
And it turns out they consider these strategies to be very important. A survey reported on by Social Times found that 30 percent of businesses believe omnichannel marketing is a crucial strategy. Only 14 percent of participants believed that a multichannel approach was of no importance.
The benefits of omnichannel marketing
It would be hard to write off omnichannel outreach as unimportant when you consider the benefits. The study found that 78 percent of respondents have already seen or expect to see an increase in sales due to their omnichannel marketing tactics.
This is really no surprise considering omnichannel approaches increase brand visibility among customers. Just think, would you better remember an advertisement you occasionally saw in your email inbox or one that popped up on all your social media feeds? In the world of marketing, exposure is king. Omnichannel marketing ensures your marketing tactics are achieving maximum visibility on a variety of platforms.
The most obvious benefit of omnichannel marketing comes in the form of customer data. Do you get a more accurate portrayal of a person by performing one interview or multiple? The same logic applies to using a variety of marketing tactics.
By creating a multi-level marketing approach you can get a clearer picture of what works and what doesn’t. Tracking data on Twitter, Facebook, click-through rates on emails, etc, allows for the most accurate representation of customer interactions with your marketing.
Omnichannel marketing can lend your business a helping hand in areas of increased sales, brand recognition and customer data. But, how can you ensure you’re approaching marketing on multiple platforms in the right way? Here are four quick tips for any omnichannel newbies:
- Data is your friend:
Embrace the data. Omnichannel or not, marketing is dependent on data, explained Entrepreneur contributor Dan Newman. Before you even get started with your omnichannel trial, sit down and strategize. Lay out your current data and create avenues to record new data. Next to sales, data collection is the most useful result of marketing efforts. Make sure you don’t miss this valuable info.
- Pretend you’re a customer:
The best way to ensure a strong omnichannel marketing strategy is to take a walk in your customer’s shoes. Take a stroll through your marketing efforts. If you were a customer would you stop and click? Would your ads encourage you to make a purchase? Try asking yourself these questions. Smooth out the bumps as necessary.
- Create an even spread:
Strong marketing on social media platforms and weak marketing in emails does not create a good omnichannel marketing approach. Businesses must make sure their efforts are evenly distributed. Make sure all your channels have a consistent message. The more seamless the marketing experience, the better.
- Use your customers:
In order to effectively market, you need to understand your customers. Newman calls this getting “a single view” of your patrons. With high brand interaction on multiple platforms, omnichannel efforts are dependent on a holistic view of your audience. As with creating an even spread, businesses must figure out how to keep their marketing efforts consistent. Newman suggested using your customers as a tool. Poll them, ask them what types of marketing they value. There are few people who know better about what customers like than customers themselves.