As a new year begins, it’s important to take a thorough look at your marketing strategy and see whether you are up to date on recent trends. Omnichannel marketing is an example of something that you can’t afford to leave out of your marketing arsenal in 2019. Following are some tips to help you get started and the benefits of using omnichannel marketing.
What Is It? The Importance of a Seamless Experience
Omnichannel marketing refers to advertising and/or communicating with customers over a range of different mediums and channels. Most businesses are already advertising on different platforms or have a few ways customers can contact them. However, that doesn’t mean they are using an omnichannel strategy.
The goal of an omnichannel strategy is not just to be present across multiple channels, but to offer a seamless and consistent experience across all of those channels.
Let’s take customer service as an example. A customer might contact you via phone about a specific problem and then follow up via email. These two mediums should work together so that whoever is answering the email has all of the relevant information about the case on hand instantly.
Better Analytics and Understanding the Customer Lifecycle
When advertising across multiple channels, it is important to be able to combine all of the data that you get from all of your advertising platforms. This will give you a full picture of who your customers really are and what they want. Going a bit deeper, this will help you understand the lifecycle of your consumers, whether they are engaging with you on your website, via a mobile app, in-store, over the phone, via text, or via email.
Get Better Feedback
Using an omnichannel strategy will help you collect better feedback. For example, after a customer makes a purchase in-store or on your website, you can send them a quick survey via email or on their phone, either via text or with a push notification from your mobile app.
Have the Right Technology
In order to truly provide an omnichannel experience, you have to make sure that you have the right technology. For example, you should be able to recognize customers across all devices or channels. This is important if customers contact you via different channels or if they access your website across multiple devices.
Another thing that is necessary for an omnichannel experience is the ability to update accounts and actions across all devices and applications in real-time.
Be Consistent and Offer a Consistent Experience
Being consistent and offering a consistent experience across all channels is crucial. Your branding, tone of voice, quality of customer service, shopping experience, and so on should all be consistent. Make sure that everything is updated in your backend so that customers do not have to start all over again if they log in from a new device or application.
Have the Right Company Culture
Having the right company culture will play a large role in whether you will be successful with omnichannel marketing. All team members must be ready and able to communicate with each other at all times and be willing to collaborate with each other. You’ll have different people in charge of running your different channels, and they must be able to work together seamlessly.
Advertise Your Capabilities
If you offer an omnichannel experience, make sure that people know about it. Use it in your advertising and marketing campaigns to help improve conversion rates. Let your customers know about your omnichannel capabilities so that they can use it to their advantage. This will help keep your customer satisfaction rates high.