Marketing 101: Omni-Channel Marketing
In this day and age, people are using different types of electronic devices to shop online, like laptops and mobile devices; are accessible via different digital channels, like social media platforms and the internet; and are ordering the goods and services they need both online and in actual stores.
So, it’s more important than ever for companies to make sure that they are not only using different channels in order to market to their current and potential customers, but that they also keep their marketing messaging consistent across all of these channels, platforms, locations, and devices.
In other words, in order to reach more leads and keep current customers coming back, companies need to make sure they are utilizing omni-channel marketing.
What is Omni-channel Marketing?
According to the marketing experts at Marketo omni-channel marketing is a type of marketing that provides a “seamless experience regardless of channel or device.”
Salesforce defines it as a marketing strategy that “focuses on connecting all of a company’s touchpoints, such as brick-and-mortar shops, social, website, email, and mobile.” The popular customer relationship management company goes on to say that omni-channel marketing is a “holistic strategy” and that it should not be confused with a multi-channel strategy.
And, the master marketers over at HubSpot define omni-channel marketing as a method of marketing “where businesses promote their products and services across all channels, devices, and platforms using unified messaging, cohesive visuals, and consistent collateral.”
It is essentially marketing that combines channels and devices for a seamless experience for your current or potential customers. It can include marketing in actual brick and mortar stores, on a company’s website, via a business’s social media channels, through text messaging, on a company’s mobile app, through Google Ads, etc.
The ultimate goal of omni-channel marketing is to create a consistent brand experience for consumers.
Four Benefits of Omni-Channel Marketing
1. Omni-channel marketing ensures that you reach more leads as well as all of your current customer base.
A major benefit of omni-channel marketing is that it allows your company to reach more leads as well as your current customers because you are marketing where “they are with relevant and on-brand offers.” For instance, if a decent portion of your customer base is on Facebook, you’ll want to be sure to leverage that by having a strong presence on that particular platform as well as share engaging content and relevant offers with your Facebook followers.
2. Omni-channel marketing helps you to reach your leads at the right time, which equates to higher conversion rates.
Because you will be marketing to your customer base using their preferred channels, you will be able to reach them at the “right” time. So, you will have a better chance of converting them into a lead, and eventually, a customer.
3. It can improve your customers’ experiences with your brand.
Omni-channel marketing connects the different channels and platforms your customer base may be using. So, it allows for a lot of flexibility because they can pick up where they left off on one channel and continue the experience on another.
4. It can help you increase sales because customers LOVE it!
In a study conducted by the Harvard Business Review, “73% of the participants used multiple channels during their shopping journey.” The study’s findings showed that consumers love using a retailer’s different touchpoints, like websites and mobile apps. And, when consumers love the way your business operates, they are more likely to make a purchase. The previously mentioned Harvard Business Review study showed that “omni-channel customers spend 10% more online than single-channel consumers.”
EmoryDay’s Digital Marketing Services
We are a full-service digital marketing agency that can help your business with any and all of your marketing needs, including helping you to integrate omni-channel marketing into your existing marketing plan.
We are currently offering a 30-day free trial, so you can test the waters. If you have any questions about our services, just fill out our contact form or give us a call at (866) 407-2075. We look forward to handling all of your digital marketing needs!