Why You Should Use Omnichannel Marketing

5 Reasons Why You Should Use an Omnichannel Marketing Strategy

Omnichannel marketing works because it means you put the customer's needs before anything else. They decide when and where they want to engage and interact with a brand or a business, and they are always met with the same look and the same messaging no matter what channels they prefer.

1. It will simplify and clarify your marketing
   
   
2. Your brand and business will become more trustworthy
   
   
3. It will support your customer retention efforts
   
   
4. It will motivate buying behaviour

Omnichannel requires you to reject the silo mentality and drive cooperation between departments. Omnichannel goes both ways, and you cannot provide a seamless user experience if the company's strategies aren't aligned - thus a proper omnichannel solution also means more effective internal workflows.

And there is a clear fifth reason to invest in omnichannel marketing: Your bottom line.

A Worldpay report reveals that omnichannel customers spend between 50-300% more than single channel shoppers

Based on these numbers, the omnichannel method will soon be the standard for all digital companies selling products and services on the web. That's why it pays off to invest now.

4 Recommendations Before Implementing an Omnichannel Strategy

Implementing an omnichannel strategy is not an easy task. We have chosen the 4 most important considerations that we think you should make before you start implementing an omnichannel strategy.

1) Walk a mile in your customers’ shoes

Review the experiences your customers go through when engaging with your business and brand. Try to interact with your own company through its social media presence. Order one of your own products, sign up to your newsletter, or even call customer service if you have it. Make sure that the customer experience is seamless, effective, and that your messaging is as consistent as you want it to be.

2) Segment your audiences

Who are your target audiences? What channels do they use? What kind of jobs do they have? What kind of lifestyles do they lead? Use marketing automation to collect data that you can use to build customer personas and optimise your different customer journeys. Enhance this data with business intelligence through Digital Experience Platforms such as Aesir - upgrading your customer experiences has never been as easy and approachable as it is now.

3) Create content that addresses your target audiences

Your content has to be valuable and provide the exact information your customers are looking for, exactly when he or she want it. If you use a Digital Experience Platform like Aesir, it is easy to set up A/B split testing on many different content types, from Calls-to-Action to blog posts and much more, making it possible for you to ensure that you always content that is meaningful to the people who visit your website.

4) Listen to your customers and respond

If you listen and respond to your customers, it will be a huge boon for your various departments, from customer service to product development. You have to be able to react to your customers’ needs if you want to keep them coming back again and again. Many customers use different devices in one single transaction – make sure that no matter which device Jim uses, he will not lose the washing machine that he added to the cart on his phone when he boots up his laptop at work.

Omnichannel Customer Journeys

There is no denying that the omnichannel strategy will only become more relevant over the next few years. Because it is designed for the customers' benefit, the natural result will be that customers will reject experiences that aren't as meaningful as others. In fact, we are already there.

The growing presence of portable devices and growth of public networks means that customers will continue to expect more from their digital experiences. The difference between physical and digital interactions will become smaller, and even cross over in many cases.

Because omnichannel is not just a seamless experiences across devices, it also represents new forms of interaction between them. Imagine this hypothetical scenario:

1. A customer gets an idea for a project that they wish to fulfil or products they want to purchase
   
   
2. The customer searches for any local deals and shops where they can find what they need
   
   
3. Through your SEO and marketing efforts, the customer will see results from your store corresponding to their search
   
   
4. They visit your website, quickly find what they are looking for through contextual analysis, add products to the cart or their wishlist, and decide to visit the physical store to investigate further
   
   
5. The customer's journey continues via an app. The customer "checks in" at the store, and with omnichannel interconnectivity, employees know exactly what the customer is looking for
   
   
6. Employees are now able to offer even more personal service to the customer, and the app allows the customer to view their products in 3D through an AR showroom in the store
   
   
7. The customer makes a purchase, and the products are delivered. The customer also books professional assistance with installation through the app
   
   
8. Given what you know about the customer's journey, you are able to send them personalized mails about their purchase - tips, guides, webinars, etc.
   
   
9. The customer can upload pictures and videos via the app and share blog posts or other inspirational tips to other customers through your website's community features

This is just one example of the extra levels of engagement that are possible with an omnichannel solution. Current technology allows us to deliver similar journeys for thousands of customers at the same time.

Omnichannel Marketing is based on a simple principle - putting the customer's needs first. If you can pull this off in a way that fits your brand, you can turn your business into a competitive pioneer in practically any ecommerce market.