The modern marketplace is more diverse than ever. It’s very rare that a customer makes a purchase after interacting with a company through just one or two channels. On average, a customer communicates with a brand through four touch points during the buying process.
Omnichannel marketing is designed to address the way modern buyers make purchases and give them a consistent experience from start to finish.
This is great for the customer. Therefore, this is great for business. But the benefits of omnichannel marketing are also internal.
So, what is omnichannel marketing, exactly? This is important to understand before you get into the meat and potatoes of things.
Omnichannel marketing is a sales approach that addresses the customer experience on each individual sales channel—desktop browser, mobile, retail, social media and any others you might use—and how customers transition between each sales channel as they complete purchases.
Ideally, a customer should be able to click on a Facebook ad on their phone, browse your website and add a few things to their cart, then come back and finish checking out on their laptop without any fuss from using their phone and their laptop to complete the purchase.
So you see how omnichannel marketing extends to your social media channels, direct marketing and physical advertising.
This is a pretty comprehensive approach. It takes some work to get it done. But here’s why you should do it, starting with how omnichannel marketing makes your life easier.
Integrate marketing analytics
With the old multichannel approach, marketing analytics from each channel were stored in silos. The data from each channel didn’t interact with or influence the actions of the other channels.
Omnichannel marketing brings all your sales channels together and combines your data streams so that you can easily get a strategic view of your marketing efforts, take a more holistic approach to marketing and foster a collaborative culture in your marketing department.
It also enables you to more precisely track customer behavior and see which channels buyers are interacting with before they actually make a purchase, so you can better allocate your marketing budget and reduce costs.
Streamline logistics and customer service
Since omnichannel communication improves your buyer behavior analysis, it also helps you identify the best way to meet customer needs and predict inventory requirements.
Say you’re getting a lot of conversions from Facebook ads that target a specific state or region, you can track that and proactively move inventory to your physical locations in that area to improve the experience for customers who order online and pick up in person.
Deliver a complete buying experience
People are more likely to complete their purchases if they can get all the information they need directly from the brand they’re buying from. When people need to leave your site to do research, there’s a chance that they never come back.
Omnichannel marketing helps you keep customers in contact with your business until they’ve converted.
Additionally, a lot of retail buyers research products online before they make a purchase. If you own a brick-and-mortar store, you can increase sales by providing online research materials so customers can get the information they need before they actually step into your shop.
They’ve been in contact with your brand since the beginning of their buyer’s journey. So they’re more likely to finish the purchase with you.
Get more sales
In the end, this is the only one that matters, right?
With omnichannel marketing, you can offer a nearly frictionless buying experience. People like things to be easy. Omnichannel marketing makes it easier and more convenient for customers to make purchases.
In the end, omnichannel marketing is a natural evolution of marketing, based on the way that customers buy.
So hit us up on social media and let us know how you use social media to round out your omnichannel marketing strategy.