{"id":4364,"date":"2021-11-09T03:05:28","date_gmt":"2021-11-09T03:05:28","guid":{"rendered":"https:\/\/www.britopian.com\/?p=4364"},"modified":"2023-11-02T23:08:59","modified_gmt":"2023-11-02T23:08:59","slug":"omnichannel-marketing","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/content\/omnichannel-marketing\/","title":{"rendered":"Omnichannel Marketing Strategy: All Channels Lead to Success"},"content":{"rendered":"
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Marketers must provide an omnichannel marketing experience because it has been proven to increase customer value, retention, and brand loyalty.<\/p>\n\n\n\n

Why this matters:<\/strong><\/p>\n\n\n\n

Failure to implement an omnichannel experience can lead to losing competitive advantage, customer engagement, and brand visibility. The proliferation of digital channels makes providing a seamless experience across all touchpoints arduous.<\/p>\n\n\n\n

By the numbers:<\/strong><\/p>\n\n\n\n

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  1. Customers who use multiple channels are 30% more valuable than those who use only one channel (HBR)<\/li>\n\n\n\n
  2. 57% of shoppers use multiple channels to purchase, and 62% expect to use more channels in the future (Salesforce)<\/li>\n\n\n\n
  3. Retailers who provide a seamless omnichannel experience see a 91% higher increase in customer retention year-over-year than those who don’t (Retail Systems Research)<\/li>\n\n\n\n
  4. Companies with strong omnichannel customer engagement strategies retain 89% of their customers, compared to 33% for companies with weak omnichannel strategies (Aberdeen Group)<\/li>\n\n\n\n
  5. 45% of consumers are willing to pay a higher price for a product with a better shopping experience, including omnichannel capabilities (Deloitte)<\/li>\n<\/ol>\n\n\n\n

    A Story: Omnichannel Marketing Strategy<\/h3>\n\n\n\n

    The best way to illustrate an integrated omnichannel marketing strategy is to give you an example of a customer journey.<\/p>\n\n\n\n

    Maria is the Head of Human Resources for a technology company in Silicon Valley. She uses multiple channels to connect with friends, family, and colleagues for business and personal reasons. She travels 3-4 times monthly and commutes to the office using Caltrain.<\/p>\n\n\n\n

    She uses one iPhone for both personal and business. She has two laptops, a desktop computer, and one iPad. As a busy executive, multitasking is her middle name.<\/p>\n\n\n\n

    She shops for everything online. She uses Amazon to shop for Christmas gifts, Birthday presents, tech gadgets, and things for her house. She gets her groceries delivered from Instacart, wine from In Good Taste, and eBay for random online purchases.<\/p>\n\n\n\n

    She’ll stop by Target on the way home from work if she’s running low on toilet paper or paper towels. But when it comes to clothes, she prefers brick-and-mortar shopping. She likes to touch and feel the clothes and see how they look. Her “go-to” shopping is in Santana Row and Valley Fair.<\/p>\n\n\n\n

    \"45%<\/figure>\n\n\n\n

    One day on the train, she overhears another passenger talking about the new Beats Fit Pro \u2013 True Wireless Noise Cancelling Earbuds. The conversation piques her interest because her Apple AirPods haven’t been charging lately.<\/p>\n\n\n\n

    She gets off the train and notices a Beats Fit Pro billboard beside Starbucks, where she gets coffee in the morning. She walks in, and it just so happens that the man in front of her has a pair of Beats Fit Pro Earbuds on.<\/p>\n\n\n\n

    When she arrives at the office, she opens Chrome along with the 35 tabs she has opened and navigates to a Google search. She types in “Beats Fit Pro Review” and reads the latest reviews from different media outlets. Later in the day, as she scrolls through her Instagram feed, she sees Beats Fit Pro sponsored content. She clicks on it. She goes to Twitter and asks, “Does anyone have the new Beats Earpods?” The positive responses come rolling in.<\/p>\n\n\n\n

    Later that evening, she turns on her Roku and navigates to Hulu to catch up on the latest episode of Power. The first ad is, you guessed it, from Beats Fit Pro. She opens up Amazon and buys the white pair.<\/p>\n\n\n\n

    That was Maria’s customer journey for a $200 pair of EarPods. Multiply this by a million, and you can see why adopting an omnichannel marketing strategy is critical.<\/p>\n\n\n\n

    Maria is the perfect example of an omnichannel customer. And her buying habits are not dissimilar to other customers in today\u2019s multichannel digital world. To reach Maria (and customers like her), brands need an omnichannel strategy connecting the customer experience.<\/p>\n\n\n\n

    What is Omnichannel Marketing?<\/strong><\/h3>\n\n\n\n

    Omnichannel is a marketing approach that provides customers with an integrated shopper journey<\/a>, regardless of which channel they are shopping from.<\/p>\n\n\n\n

    If you work in sales, you might call this an omnichannel marketing strategy. If you work in marketing or PR, you call this integrated marketing. Whatever your preference, the traditional sales funnel you might have learned about in Business School is outdated. It\u2019s not linear, and it has never been. According to Harvard Business Review, consumers use multiple channels and devices on their purchase path.<\/p>\n\n\n\n

    An omnichannel marketing strategy should always be a priority. It’s an approach that requires you to think beyond the traditional sales funnel and provide seamless experiences for your customers. This should include traditional advertising methods like TV, radio, and OTT, a retail customer experience, brick-and-mortar, and digital online channels like social media. Using multiple channels, you can reach more consumers, sell more products, generate more leads<\/a>, and provide a seamless experience across every touchpoint.<\/p>\n\n\n\n

    Surround Sound Audiences Across the Customer Journey<\/strong><\/h3>\n\n\n\n

    The best way to describe this is to surround your audiences with consistent and repetitive messaging that aligns with your customer’s unmet needs and reinforces brand value. This should be the focus of any marketing strategy.<\/p>\n\n\n\n

    I’m sure you’ve hummed the tune “Nationwide is on your side” at some point while bored. I know I have. It’s hard to forget the catchy jingle. And Nationwide is a perfect example of a company that has successfully adopted an omnichannel marketing strategy.<\/p>\n\n\n\n

    Nationwide’s TV commercials are aired during popular shows like The Voice and American Idol. But they don’t just stop there. Nationwide also sponsors these shows, which gives them prime ad placement. They also have a robust social media presence, with paid and organic content on Facebook, Twitter, and Instagram. Their website is also optimized for search engine optimization (SEO). You should see their internal linking and URL structure.<\/p>\n\n\n\n

    Nationwide is a brand that has effectively immersed consumers with a memorable slogan and tone that lingers in our minds, especially when we don’t want it to.<\/p>\n\n\n\n

    The keyword here is memorable. The only way to jog someone’s memory is by repetition. The critical question you have to ask yourself is are you moving consumers down the path to purchase<\/a> when they:<\/p>\n\n\n\n