Omnichannel marketing refers to the creation of a brand presence on multiple online channels (site, app, social network, email, SMS, WhatsApp, etc.) and offline (retail shop, events, service center), ensuring a positive and continuous experience throughout the customer's journey.
The words ‘positive’ and ‘continuous’ are crucial to observe because 67% of customers cite the bad customer experience as the reason for turnover and abandonment of purchase.
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Therefore, if your goal is to win and retain customers, it is important to take your omnichannel marketing strategy seriously and strengthen it to offer a positive experience to your customers throughout the process.
One can summarize omnichannel as a strategy that is based on the convergence of all the company's communication channels, integrating online and offline environments that work together for better customer experience.
A practical example is to imagine that the customer can make his purchase by the site and then withdraw the product in the physical store. Today you can buy a product on the internet, taking advantage of the ease of the digital environment and go to the nearest store, which offers practicality and speed in delivery. That makes a huge difference.
It is essential that the customer has the same experience on one channel as on another. The objective is to make available various possibilities with the same concept and personality.
Omnichannel marketing and multichannel marketing
Omnichannel marketing can often be confused with multichannel marketing. However, although all omnichannel marketing uses multiple channels, not all multichannel marketing is omnichannel.
You're confused? I'll explain more:
Omnichannel marketing is planned based on the user. With it, customers have an easy and continuous shopping experience on all channels, regardless of what they are.
To achieve this, all channels must work together to achieve a cohesive and homogeneous appearance, sensation, and general experience. Whatever you see on a channel, you can see on all the other channels.
For example, a company that uses omnichannel marketing can perform the same promotion on all channels, using the same visual features and targeting the same audience.
Multichannel marketing is planned based on the channel. Each channel can act independently of each other to achieve what is best for the channel itself. With multichannel, objectives, strategies and metrics can vary widely between channels and may not influence each other.
For example, a company that uses multichannel marketing can do an Instagram promotion based on a youth-oriented hashtag, while publishing an ad in the newspaper aimed at older people.
How to dominate omnichannel marketing
I've gathered a list of 4 tips for you to develop your omnichannel marketing strategy, tested and applied by companies that are featured:
1. Start with the data
The first thing you need to do when planning your omnichannel strategy is learn as much as possible from your customers.
And what's the best way to do that? By data.
The concrete data will show you exactly where your customers are and your demographic information, removing any prejudices you may have. You can also continue to collect and view data as you move forward to help with your strategy.
Start by going through all the steps of a purchase, from Google search or an ad to the final step. Follow these steps on all channels you currently have, as a link to a Facebook post or a click on your Instagram store. What is the best shopping experience and why? What was the worst?
Then gather data directly from your customers. Use live chat surveys and feedback to collect information directly from them and encourage responses through offers and prizes.
The insights you will get with this data will help you better understand what is attracting your customers and at the same time what is driving them away. Make sure to listen to feedback and add it to the data you already have.
The more data you seek, the greater result will come from the actions implemented. Remember, this step is very important.
2. Focus on customer experience
The customer-centered approach is always effective and must be the main driving force behind your omnichannel strategy.
Analyze all the data you already have on each of your channels and start with the best shopping experience you offer. Analyze engagement metrics and focus on your best and worst performance strategies.
Find out which channels have the best performance metrics and compare them to channels that don't perform well to find out how your audience likes to interact with your brand.
Don't be afraid to change, move, innovate. Do tests that can help in understanding the strategies that most influence the results.
Ask yourself: is this the best shopping experience my customers can have? How can I make it better for them?
Use feedback from your customers (do surveys) to help you answer these questions. You want to create the most simplified and direct experience possible for those who manifest desire and interest in your brand.
See Amazon, for example:
Through the 1-Click order, the retail giant optimized a shopping experience that was as simple as people thought it could be.
The result? A patented purchase process worth billions.
Amazon is a great example of how sometimes being the best is not copying what the competition is doing, but finding innovative solutions for its customers.
3. Invest in segmented audience
Not everyone needs the same shopping path and the same channels. That's why segmenting your audience will make all the difference to dominate omnichannel marketing.
There are several ways to segment your audience based on their location and demographic characteristics. The trick to a good segmentation that hardly anyone counts is knowing when to start and where to stop.
Segmenting customers gives you an opportunity that you normally cannot take advantage of, because you can customize your message to the right audience and at the right time with great specificity.
Another tip is to improve the personas of your client, finding the target audience most relevant to the type of business. An office supplies store can have customer personas as office managers, students and home office enthusiasts. They may also have temporary clients, such as parents buying school supplies at the beginning of the school year.
They are the personas of relevant customers who will interact with the office supplies store through different channels and for different purposes.
Likewise, you need to identify the customer personas that are relevant to your business and that are already present in your audience.
Use data to identify customer behavior and find trends to group your audience parts with similar behaviors and characteristics. You can use profile data, purchasing behavior, customer involvement, and other analytics to find and identify these groups.
After targeting your audience, you will understand which customer personas use which channels and create an omnichannel strategy that works for everyone.
4. Create relevant content using data
The content you publish on each channel is the basis of your omnichannel marketing strategy. As in all previous steps, you want the created content to be based on data, not conjectures or assumptions.
To achieve this, analyze how your customers find you and where they can stop. If they find you through Google searches, create SEO content that meets your customers' doubts and intentions. If they fall right before you finish a purchase, create content based on the attraction of abandoned cart owners.
Find out which channel each customer persona uses to get to you and create content that is relevant to them and provide all customer personas with the same type of experience.
Don't just stay on social media content, use your blog to deliver articles with tips and learning, nourish your leads by email marketing, offer automated chatbot to site visitors, whatsapp groups and tellegram paa who have already expressed interest in buying... Make your message get where you need it.
Conclusion
Test, test and test. Learning is constant!
No marketing strategy should be launched without testing, and omnichanel marketing could not be different. To make sure your strategy works, you need to test the data before implementing it, during the duration of the strategy and after the strategy is completed.
Use title tools and test A/B for email marketing campaigns and social network content. Test your channels and follow customer involvement and overall effectiveness.
Finally, when your omnichannel strategy is completed, test its effectiveness, which went well and what went wrong. Let all these tests report your next campaign and test it again.
Avoid insisting on errors or strategies based on achism or metrics of vanity. The more you test, the better your strategy.
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