Marketing has always been a vital component of business and in the last decade, it has evolved phenomenally. The transition from traditional to the current age of Omnichannel Marketing has been a long process.
It's hard to pinpoint exactly where it began, but you can see some early signs in the 1990s and 2000s as more and more brands became interested in reaching customers online.
From the days of traditional, one-way advertising to the Omnichannel Marketing landscape we see today, marketers have to adapt their strategies and practices to keep up with changing consumer behaviors.
Omnichannel marketing is the new reality for companies who want to win in today's world.
It’s not enough just to have a website and a Facebook page. Consumers expect to be able to interact with you wherever they are, whether that's on their computer, their phone, or even through an app. And if you're not there? Well, they'll just go somewhere else.
Omnichannel marketing is the strategy of using multiple channels to engage customers and drive sales. It's a way to leverage the strengths of each channel so that customers can reach you where they're most likely to respond.
If you're trying to market a product, you could use email, social media, and traditional advertising like print or television ads. You might also use other channels like text messages or pop-up ads on websites.
For example- Starbucks is able to reach customers whether they're in-store, online, or through mobile apps. By using omnichannel marketing, Starbucks has been able to grow its loyal customer base and increase sales over the past few years.
Omnisend data sums it all “Marketers using three or more channels in a campaign earned a 494% higher order rate than those using a single-channel campaign.”
A well-planned omnichannel marketing strategy allows you to engage with customers in the ways they prefer. It's a way to make sure that your customers always feel like they're getting the best experience—whether they're shopping on the web, at an in-store kiosk, or through social media.
Let’s shed more light on the subject of omnichannel marketing.
When it comes to your business, it’s imperative that you're using every tool at your disposal. An omnichannel marketing strategy provides an effective way to do that.
Omnichannel marketing is instrumental for businesses to stay competitive in today's market. It provides a seamless experience for customers and allows businesses to reach their target audiences in more ways than ever before.
Because it allows you to reach more customers, it gives them more options when it comes to how they interact with you and the products or services that you offer—and ultimately increases customer satisfaction and your brand visibility.
It's important because it allows you to provide a consistent experience across all platforms, and also lets you leverage data from each channel to help inform your other marketing efforts.
You can tailor your messaging that resonates with your customers because you will have more insights into customer experiences and behaviors across various channels.
Related: If you’re a marketer, here’s the ultimate list of 50+ marketing metrics that every marketer should measure.
Multichannel marketing (also sometimes called "multi-community" or "multi marketing") is similar to omnichannel marketing in that it's an umbrella term for many different kinds of marketing channels—but it also refers specifically to using one channel to promote another.
These channels include email, web, social media, mobile and direct mail.
Omnichannel marketing is a buzzword that you're probably hearing more and more these days. It is a way of marketing in which companies are able to connect the various channels used in multichannel marketing into one cohesive experience.
For example, if you're browsing a website on your phone while sitting in front of your TV, omnichannel marketing would allow you to see an ad for the same product on both devices.
Multichannel marketing would only allow you to see that ad on your phone—if you wanted to see it again, you'd have to go back to the website or refresh your inbox.
The below image throws light on the key differences
In order to win at omnichannel marketing, you need to first understand how your customers are engaging with you. Then you can create strategies for each channel and use technology to build out your capabilities so that everything is working together seamlessly.
It's not easy—but it can be done! Here are some tips for winning at omnichannel marketing:
The first step in planning your omnichannel marketing strategy is to define the ideal customer profile and understand where they spend most of their time.
The most common mistake people make is of choosing channels last, but if you start with the customer in mind, it'll be easier to choose the best platforms that cater to their specific needs and preferences.
That way you know their interests, what makes them tick, and if they're the right fit for your products.
You'll also want to know where your customers are spending most of their time online: do they browse Facebook all day? Are they active on Instagram? Or are they more likely to be found on Pinterest?
How would it feel to be able to see how your business is performing in real-time? See how live KPI dashboards give you visual feedback on multiple metrics.
Once you've got this information, it's time for step two: choosing the right marketing channels based on that information.
Map out steps toward reaching your goal. This means determining which channels will work best for each aspect of your plan; for example, maybe Instagram is best for getting brand awareness but Facebook is better for lead generation.
Start creating a plan for how often each channel needs to be updated based on its usefulness during each stage of the buying cycle. Then decide how much effort should go into each step (and whether there are any steps that should not be taken).
Read More: Using marketing attribution, you can determine which marketing channels are directly responsible for conversions and revenue.
Focus on creating a unified, consistent brand experience for your customers across all channels making sure you’re meeting them where they are. If you want to succeed in omnichannel marketing, you need to understand how each of the channels you use affects your customers' experience with your brand.
You also need to be able to listen to your customers and tailor your messaging and content based on what they're doing at that moment.
Data drives your business, and it's the foundation for a successful business.
There are tons of data-driven technologies out there that can help you better understand and track your customer’s journey. From the moment your customer first hears about your product, to the point where they buy it and use it, there are countless interactions between you, them, and their friends.
This makes it difficult for companies to track everything that happens in real-time. It can be hard to know what's working and what isn't, so you have to rely on guesswork and intuition.
This can lead to wasted resources and lost customers. That's where data-driven technologies come in so that companies can make better decisions about their marketing efforts based on actual data.
And with Dataflo, you have a wealth of such insights at your fingertips. Now easily identify which of your marketing channels your customers interacted with had the most impact in nudging them to make the purchase.
The way you market your products is changing rapidly, and you need to be able to adapt in order to stay competitive.
You might be fine with just email marketing, but then one of your competitors rolls out an app to make it easier than ever for customers to buy from them on the go.
It's important not only that you keep up with these changes, but also that you're proactive in adjusting your omnichannel marketing strategy as needed.
Whatever the case may be, when life throws you a curveball, don't panic—instead, take a deep breath and assess what needs changing in order for your plan to reach its full potential.
One of the biggest problems that brands have with their marketing strategies is that they aren't working together.
It's easy to get caught up in one channel or another but remember: you're trying to connect with your customers on every level. And if you don't integrate your channels, your brand will suffer. Your customers are using multiple channels to interact with your brand, so make sure you have a cohesive strategy across all marketing channels that reflects the same company values and tone of voice.
You now have the tools to win at omnichannel marketing. Keep in mind that omnichannel marketing is not something that can be achieved overnight—it takes time, effort, and resources to get the process right. But if you stay focused on your goals, you'll be able to see great results in no time!
Ominchannel marketing is complex but that doesn't mean you can't be successful at it.
The fact is, customers expect your brand to consistently deliver an ideal customer experience across all touchpoints. Companies that aren't able to meet those expectations will take a hit.
But if you're willing to dedicate the time and effort needed, there's no reason why your business wouldn't win big by delivering an omnichannel experience that blows your customer’s minds!
The key here is not just to understand how people are using different channels; it's also important to understand why they use them in different ways. Your customers' experiences may vary depending on where they live, what they do, and what their interests are.
The more you can personalize the experience based on these factors, the better off your business will be. The goal is not just an omnichannel strategy—it's an omni-customer strategy!
One of the challenges in Omnichannel marketing is to measure your performance across all the channels. Dataflo makes it easy for marketers with a simple plug-and-play dashboard to measure all your metrics across your omnichannels for B2B SaaS. Signup for free.
Wouldn't it be nice to have a single dashboard that summarizes all your marketing efforts in one place? Check out Dataflo’s pre-built customizable dashboard for monitoring and evaluating the success of your paid marketing efforts across all your ad campaigns.
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