The past year was tough on businesses. Globally, the pandemic created the worst economic downturn since World War II, but experts say it’s poised to make a sharp recovery. As the economy gains momentum, business owners should launch a full scale omnichannel marketing strategy to maximise their earning potential.
Many business owners may have heard about omnichannel marketing, but might not realize how valuable it is to growing a business. It’s a cross-channel marketing strategy that aims to improve the customer experience. The concept relies on a holistic approach to marketing, where every interaction – across every channel – is a consistent, valuable experience for the customer.
To help brands improve their omnichannel marketing after a difficult year, we’ll explore the benefits of this marketing strategy and provide five tips that apply to every mobile marketer.
Benefits of using omnichannel marketing
The truth is, customers like both online and offline options, so a marketing plan that incorporates both is effective. Here’s a quick look at some of the benefits of omnichannel marketing:
A closer eye on data
An effective omnichannel marketing strategy requires close watch of metrics across many channels, including your website, social media channels, email marketing, loyalty programs, and more. A stronger understanding of data means a brand has a stronger understanding of its customers.
With strong customer data, an omnichannel marketing approach can be filled with personalized messages. Businesses can send targeted messages to specific groups of customers based on a combination of demographic information, behavioural patterns, and even device preference. Doing so creates a more relevant relationship with customers.
The work that goes into creating a more synchronised marketing approach means your company will engage with customers at a deeper level, which should result in higher sales.
Effective strategies that improve omnichannel marketing
Be global, but act local
You can serve clients across the world, but an effective omnichannel marketing experience treats each customer like a local one. How do you do that? Make sure your website accommodates different languages, consider holidays that are celebrated outside of the United States and work to align messaging with different customs.
A global company is still trying to connect with consumers on a personal level, so that should remain the goal.
Make sure your mobile website is on point
For years, you’ve heard marketing experts talk about the importance of a mobile website, but it’s no longer optional. You not only need a solid mobile website, but one that has amazing functionality and no lag times.
When was the last time you looked at your site on a mobile device? If it has been awhile, it’s time to take a look and make the updates necessary to wow customers with every visit.
Strategically use mobile marketing automation to maintain relationships
An omnichannel marketing experience means reaching out to consumers on many different channels, which isn’t always easy to juggle. To be effective, marketers need to use automation. However, you’re still trying to connect 1:1, so you can’t overuse automation either.
Support your marketing efforts with strategic automation, like using it to deliver a series of onboarding emails or deliver messages to dormant clients. Mobile marketing automation should have a specific purpose.
Listen to your customers
What do your customers want? What would make their experience easier? Part of an omnichannel marketing strategy starts with listening to customers. Consider sending out a survey or collecting feedback from customers.
Then, act on their suggestions. It might mean creating a smoother in-person experience, like Crate and Barrel did where consumers can use a table to shop in a brick-and-mortar store. The tablet provides product details, pricing, and customer reviews. If a customer wants to buy the product, they can do so on the tablet or request the product be taken to a service desk for payment.
Invest in a robust martech stack
Omnichannel marketing can’t be established without the help of some advanced tech. You’ll need to deploy a martec stack, which is a fancy abbreviation for multiple marketing technologies that work to collect and utilize customer data, auto-segment and communicate with customers, and provide a robust tracking system to measure each customer interaction.
For some companies, the martech stack might include multiple platforms like WordPress, social media scheduling tools, email marketing, and marketing automation software. The trouble is, individual platforms don’t usually speak to one another, so having too many tools in your stack can be counterproductive.
Instead, consider finding an all-in-one platform that has engagement and analytics tools so you can connect with users on multiple channels, access real-time data, and grow your business effectively without bouncing back-and-forth to different platforms. By implementing the right platform, launching (or even improving) an omnichannel marketing strategy will be much easier.