Omnichannel Marketing - A Guide to success - Digital Planet
Omnichannel Marketing

What is Omnichannel Marketing?

Omnichannel Marketing is the theory and practice of using all your channels and media to create a unified and seamless experience.

The difference Multi-Channel and Omnichannel Marketing

Both are slightly similar but hit different key points. Multi-Channel focuses on the number of channels, consistency, and effort, whereas Omnichannel focuses on the customer, engagement, and an effortless process.

What are the benefits?

There are loads of benefits to Omnichannel Marketing and very few disadvantages:

  • Improved Customer Experience
  • Improved Customer Loyalty
  • Improved Brand Recall
  • Detailed Review on Revenue Increase

Examples of Omnichannel Marketing from brands

  • Starbucks – Starbucks uses its app to combine all its features – Location settings, loyalty card, payment options, and menu all in one place. This combination of online and in-person marketing pushes sales and creates relations.
  • Disney – They created a “magic band” which can be used at their parks – What is it? You can use the band to unlock the hotel room door, board shuttles, handle on-site purchases without the use of cash and even check in on attractions. The all-in-one device makes it easier for the user to be monitored to cater to services, especially for them.
  • Amazon – Amazon has various data collection methods to customize recommendations across platforms. Amazon hits the spot from online selection to the in-store collection and devices accessible to most audiences.

Examples of Omnichannel Marketing

  • Online messages while the customer is in the store informing them about the latest sales and promotions
  • Emailing the customer if they leave an item in the cart
  • Targeted ADs for products viewed or abandoned in the cart

The Customer Experience

Things to keep in mind:

  • Progressive disclosure
  • Navigation
  • Multi-screen UI’s
  • Responsive/Adaptive Design

One of the main focuses of Omnichannel Marketing is to engage with the customer and increase the overall user experience on every channel. Many companies have claimed that a well-thought-out Omnichannel Marketing plan increases customer retention drastically compared to those without. Building a solid relationship with the customer is key for a long-lasting and thriving business.


Reusing Content

  • Social Media
  • Micro conversions
  • Internet of things
  • Data integrity

Adaptive Content into Omnichannel

  • Apps
  • Print/PDF
  • Wearable Devices
  • Departmental integration
  • Branding integrity

Engagement and Consistency

Having consistent posts across platforms gives the audience a sense of familiarity and a clean look on every account. A desktop user on FaceBook shouldn’t have a different experience with the same product as a mobile user on Instagram. Consistency looks very professional and can lead to success.

Must Read: How To Measure Social Media Marketing Success?

How can I create a successful Omnichannel Marketing Strategy?

  1. The Planning Stage – First, you must put yourself in your audience’s shoes. What would you like to see? What looks appealing, professional, and familiar to you? What platforms are you using? All your points need to align for a consistent and quality user experience; otherwise, the strategy will fall apart.
  2. Learning about your customers – So, who do you want to be viewing this content? Learning about your customers’’ needs, behavior, goals, and preferences will be vital in customizing a personal experience. You may need to use third-party software to give you the data and information you’ll need to track this. Once you have this, it’ll become easier to approach your audience with appropriate marketing.
  3. Getting in touch – Using the right tools to connect is essential, and it can take time to find one that works well for you and your company.
  4. Categorize your users – Developing a categorized database for customers and their buy personas and purchasing paths can be useful for re-marketing.
  5. Personalization – Personalization will drive everything forward, and creating that 1:1 aspect is key. The 1:1 will improve the user experience, drive revenue, and increase brand loyalty and consistency.

Want to take it to the next step and learn more from professionals?

Contact Us at Digital Planet London, where we’ll be more than happy to help.

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