What is Omnichannel Marketing?

Omnichannel Marketing is about coordinating the deployment of Selling Channels so as to put
the customer at the center of the engagement, with a continuous focus on delivering the right
experience at the right time and to every individual customer.
Learn more about Omnichannel Marketing

Omnichannel is about seamless shopping experience

Omnichannel Marketing is all about providing a seamless shopping experience to the customer, regardless of selling channel or device. Consumers can engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. They can access products and services by calling a company on the phone, by using an app on their mobile smartphone, or with a tablet, a laptop, or a desktop computer. Each piece of the consumer’s experience should be consistent and complementary.

Know well your customer

To provide a truly valuable omnichannel experience, you have to know your customers intimately. You have to understand who they are and where they’re coming from. You need to know their goals and challenges.

Invite customer feedback, use social listening tools, and leverage the power of lead capture landing pages to learn more about them. Most importantly, use analytics tools to learn which channels do they use to access your content.

Personalized content and messages

Content and messaging is key. If a customer has previously engaged or purchased your product, you probably want to consider that in your marketing. If a customer has put something into a cart, but hasn’t yet purchased, use your content to reference that intent.

You can design emails referencing previous purchases, and recommending complementary products. This type of content and messaging makes consumers feel personally spoken to, and helps drive much higher engagement, loyalty, and purchases.

Persistent shopping cart

Increasingly, people use multiple devices during a single transactional process. Make sure that you are able to listen and respond to these interactions. For example, an e-commerce retailer should strive to preserve items in a cart across devices – if you add an item to your mobile shopping cart, it should still be in your shopping cart when you log in on your tablet or desktop computer.

Reorganize your departments

Restructuring traditional roles (such as sales and marketing department, product development, PR, and customer service) can put the responsibility for the customer experience on more than one or two departments, thereby allowing each team to understand how it fits into the omnichannel puzzle in relation to others. That, in turn, sets clear expectations that can streamline communication between teams.

Communication within your organization must be is swift and your teams must operate fluidly. Agile marketing that puts customers at the center makes for remarkable omnichannel experiences.

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