Effective marketing is crucial for any brand to survive. In this day and age, customers have a lot of access to different brands meaning that marketing has had to evolve quickly to keep up. This can be seen in the advent of the term ‘omnichannel marketing’. In this post, we’re going to look at what that means, why you should implement it and look at some examples of brands that have successfully done so themselves.
At Citipost Mail, we can offer you services that will help build your own omnichannel marketing strategy, but first let’s look at what that actually means and how it can relate to your brand.
What is Omnichannel Marketing?
Omnichannel marketing branches off from traditional methods of marketing as we know it by trying to create a shopping experience that translates seamlessly across all channels and customer touchpoints. Where multi-channel marketing distributes a sales message across multiple channels, omnichannel marketing creates a holistic purchasing experience. Omnichannel marketing is a multi-channel approach to marketing but there is a slight difference between the two.
Why Use Omnichannel Marketing?
The reason for taking an omnichannel approach is because it brings together different concepts of marketing that you may already be trying to implement into one strategy. This includes attribution, your tone of voice and creating a consistent brand message.
If you have a successful omnichannel marketing blueprint and you implement it well, this not only leads to increased brand awareness, but you also create a better user experience, increase your outreach potential and collect more data to personalise your approach.
With so many different places to market your products and services, you need to be able to meet your customers where they live. For younger customers, this often means reaching them on social media, whereas some of your customers may respond more to direct mail, and some may be more receptive to email marketing campaigns. You also need to take into account the fact that customers like to research before making a purchase, and mobiles have made that easier than ever. Research shows that 67% of retail customers start shopping on one device and finish on another, or make their way in-store to purchase. What’s more, customers expect a seamless experience across all touchpoints and channels.
An effective omnichannel marketing strategy means that you can reach all of your target demographics through their preferred channels and they all have a seamless, brand-appropriate experience. Whether your social media campaign encourages users to come to your mobile website or your direct mail campaign suggest coming into a brick and mortar store, each customer goes through a similar buying journey and has a consistent experience across all platforms. And if the experience is good, they’re more likely to return or spread the word about you.
You don’t have to market across all channels for you to have an omnichannel strategy either; it can just be referring to the channels that you have chosen to reach your target audience. As long as the tone of voice, brand message, aesthetic etc are consistent across all the channels you use to market, this is an omnichannel marketing strategy.
Building an Omnichannel Marketing Strategy
To see any success from this, you need to have an effective strategy. We’re going to give you some tips on how to build an effective omnichannel experience, so you can maximise your reach, improve your conversion rates and grow your brand.
Omnichannel marketing is still a burgeoning concept but will eventually become the standard of marketing across all industries. This is why it’s a good time to start thinking about your own strategy as you have time to make mistakes and tweak your strategy before it’s too late.
Here are our three big tips for building your own omnichannel experience:
- Integration – Insert any and every cliché about teamwork here. For this to work you need integration across departments. Who needs to integrate depends on the structure of your company, but you want whoever is responsible for marketing, sales, product and customer support to be on the same page.
- Research – Put in some research to understand your buyer. You need to understand who they are and how they live their lives. Use this information to figure out which channels you need to be targeting, which customer touchpoints they are using and how you should target them.
- Building – Once you have ascertained which channels you want to target, and everyone is on board with the goals and objectives of your strategy, it’s time to build. Create a marketing platform where you can track data across all channels. Build your omnichannel experience and create a personalised experience that’s consistent across all channels. This is the bit that may take a while, and it may require some changes to ways of working, but ultimately this will pay off.
Your strategy shouldn’t stop at a customer’s purchase either. Think about what your existing customers want to achieve. Whether it’s support or troubleshooting for their product, renewing, re-ordering or upgrading, think about how you can bring this in line with your brand and offer information where your customers want to find it. This might be a knowledge base, blog, live chat, member centre or phone support – the possibilities are endless!
Examples of Omnichannel Marketing
Where are some brands out there that have already made the switch to an omnichannel experience and they’re seeing some great outcomes. We’re going to have a look at where else this has been implemented with success, so you can think about how to translate it to your brand.
- Econsultancy – To promote the launch of their conference for marketers, Econsultancy sent invitations through direct mail with unique, personalised URLs on them. When the recipients went to this URL, they were given some options to choose from which then personalised the copy in real-time. They had a 33% response rate and a 56% conversion rate, and this is a fantastic example of how to create a personalised yet unified experience.
- Disney – Disney have got their omnichannel experience down by paying attention to detail. Their websites work fantastically on both desktop and mobile, which caters to different customer behaviours, and you can download the My Disney Experience app. This allows you to plan your trip and once at your resort, you can use it to locate rides and attractions and even see information like how long the queue is. They also have ‘Magic Bands’ which is a physical band you wear that can let you into your hotel room, store photos, order food and use as a Fast Pass to skip the worst of the queues. A seamless customer experience that’s useful, personalised and consistent.
- Oasis – UK-based fashion retailer Oasis have created an omnichannel experience that merges their ecommerce experience with their mobile app and their brick-and-mortar stores. Their sales assistants are all equipped with tablets, so they can give accurate information on their products. With no tills, they use their tablets to complete your purchase anywhere in the store. If it’s out of stock, they place an online order for you in-store. They understand their target audience are tech-savvy and are meeting them where they are, creating a tailored customer experience.
As you can see, omnichannel experiences are often geared towards bringing your product or service into a digital world. However, an omnichannel experience can be achieved by anyone and any brand, whether you just do email and social media marketing, or you use SMS marketing and direct mail, or you use a combination of all of these. Whatever your approach, by creating a unified, consistent experience across all of your marketing, purchasing and customer channels you make it easier and less confusing for your customers to research, purchase or troubleshoot your product or service.
At Citipost Mail, we can help you create and maintain your own omnichannel experience. Check out the different services we offer and find out what we can do for you. If you want to know more about how we can help, then don’t hesitate to get in touch. Don’t get left behind, start thinking about your omnichannel marketing strategy today!