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Looking for purchases and services online, today’s consumer usually uses different devices and several channels to find and acquire exactly what they need. This is why potential customers may come from different places according to their device of choice (e.g., PC or mobile), social media preferences, and the way they come across your online store in the first place.
The big question stands: how can you not miss out on all relevant audiences and reach as many types of target customers as possible to maximize profits?
Modern experience shows that using three or more channels allows getting 5x or 6x more orders as opposed to what you would regularly get with one or two target channels! With the growing role of personalization, omnichannel marketing is a promising tool for expanding and retaining the target customer audience to increase sales.
At NIX, we have lots of firsthand experience in the topic, which we gladly share below to shed light on what omnichannel marketing is, what ultimate purposes it services, and how it’s implemented.
The omnichannel strategy enables a better shopping experience from the first to the last point of interaction with the consumer by organizing continuous communication through channels they can use.
It implies the presence of the selling brand simultaneously in the usual trade and social networks, on websites, in applications, messengers, etc. In this case, the different communication channels are aggregated into a single data flow, and in fact, into a system that ensures continuous communication with the customer and makes it as effective as possible.
The customer becomes familiar with the brand’s offerings long before buying. They look up information in topic blogs and on YouTube and study reviews everywhere they can. And they may use and switch different devices while researching throughout the day.
What is omnichannel marketing in this case? It’s building communication that does not depend on one medium (online or offline), type of device, or app.
For customers to order quickly, they need to receive comprehensive product information and stay tracked by the provider at every point of interaction. To shorten their path along the sales funnel, they should be able to complete their order however they like, even if they wish to jump from one device to another in the middle of finalizing the purchase.
It’s a little more difficult with loyal customers because they need to ensure they retain the privileges they previously received in all channels. To do this, you need to recognize and communicate with them at each point of interaction, according to their status.
Omnichannel marketing allows you to collect, remember, understand, and apply information about consumer behavior at all points of interaction and provide them with a comprehensive view in a suitable form and on convenient channels about the following:
It’s about forming a comfortable interaction with customers and meeting their needs. The buying process is simplified for the customer, and they recommend the product to their friends and acquaintances right at the point of interaction. This approach to product presentation helps to increase the following metrics:
With these solutions, you can increase orders and brand awareness, automatically increasing your ROI.
Both concepts are based on a common idea but work differently. The first involves a comprehensive and holistic approach. This strategy assumes that the customer journey can cover offline and online channels simultaneously, helping unify the best experience of moving consumers between them on their way to conversion. In omnichannel marketing, communication with the consumer is based on a history of communication, and transitions between channels are made organically.
Omnichannel is a disjointed digital marketing approach that uses a specific channel until the transaction is complete. In this case, the consumer needs help choosing the point of interaction with the brand, and the content valuable to them may need to be sufficiently unified.
Providing information in a unified form helps companies stay agile, increase the target audience outreach, improve the overall customer experience, and add value to brands. It also guarantees more profits.
An omnichannel marketing strategy requires software-working tools, most of which you are familiar with.
The system stores information about consumers and offers technical support solutions. It can be used to track interactions across platforms and automate lead generation. This tool lets you quickly set up follow-up automation and send personalized messages, notifications, and reminders.
Among the well-known examples of omnichannel marketing, we should point out the widespread use of this CRM, a versatile and flexible automation tool functional on different platforms.
Each of its five HUBs contains everything you need to grow your business. For instance, HubSpot Payments allows you to insert payment links even in chat windows, helping you strive for the ultimate omnichannel unification.
Although this platform is focused primarily on ecommerce, it’s a great marketing tool beyond its core functionality (with marketing capacities, actually, well-woven into the core system capacities). In addition to flexible automated sales, it helps you create powerful marketing campaigns and measure their effectiveness via accessible tools, intuitive personalization, and comprehensive pre-made dashboards.
The cloud platform combines CRM as well as automation and marketing tools. The functionality allows you to connect different applications and channels to build what the business needs, including support and online-learning clients.
A content management system allows you to create and manage personalized content and view metrics in one place. Famous omnichannel marketing examples include WordPress, Drupal, Joomla, and Squarespace. They can be used to unify different types of content and tie it tightly to the brand with the consumer in mind.
Omnichannel Marketing Platforms
The distribution of resources across different channels should be uniform. To achieve this, specialized solutions store all consumer data in one place, analyze their behavior and messages and engage more customers on their favorite platforms.
Some good examples of omnichannel marketing are Emarsys, Sendsay, Synerise, Sendpulse, Exponea, and Omnisend. These platforms include elements that provide:
Our experience shows that good analytics and messaging tools that provide multichannel personalization will also be needed. Among omnichannel marketing examples, solutions such as Acxiom, Oracle, Social Pilot, and Sendible are worth mentioning.
The approach can be a valuable asset for companies looking to increase their sales and quality of service at the same time. The main thing is to implement it correctly.
Creating a comprehensive solution involves going through some stages.
Collecting accurate consumer data and systematizing it allows you to understand the following:
It requires online- and offline-channel data collection tools.
All target audience parameters are considered when building the ideal consumer image. To get detailed and relevant information, it’s necessary to conduct surveys, questionnaires, and interviews with potential consumers in real-time.
For analytics, an excellent example of omnichannel marketing is to use the Unified Marketing Measurement (UMM) multi-point attribution model at the individual user level in conjunction with historical data.
To make the interaction between buyer and seller productive and positive for all participants, you should focus on all the platforms where the product is offered and the devices that the potential consumer uses.
In this regard, a successful omnichannel marketing example is Nike. The well-known brand has applied a unique strategy of offline and online commerce. The customer chooses the goods on the web resource and takes them away from the postal machine. Also, customers are offered to select and try on things in the showroom and to make a purchase through the site.
Before launching a campaign, you must create customer journey maps for each audience segment. This allows for targeted campaigns based on user experience, individual interests, and brand-independent factors (e.g. economic), which can affect the path to purchase.
Creating an omnichannel marketing strategy requires figuring out exactly how the brand should be presented. To do this, it is necessary to:
The research will become the basis for realizing business tasks and achieving the company’s goals. Thanks to the information received, achieving maximum efficiency in using information tools will be possible.
You can offer products and services in the most convenient ways for consumers. The most successful omnichannel marketing example includes providing information on the site, demonstrating commercial offers in social networks, developing suitable mobile device applications, organizing access to the videos of interest in thematic blogs, etc.
In most cases, active interaction between buyers and sellers is limited to getting helpful information and asking for help. It’s essential to establish close contact and trusted communication through all possible channels in real-time, 24/7.
An excellent omnichannel marketing example is intelligent assistants that increase brand value in customers’ eyes. And a personal approach to problems will raise their loyalty and interest in long-term cooperation.
For modern customers, finding the necessary information online is enough. However, at the same time, they’re particularly interested in trading companies that demonstrate the ultimate honesty, transparency, stability, and reliability across all operations they handle.
Segmenting the target audience by the location of customer experience points (initial and final) is necessary, as well as focusing on all the intersections that ultimately lead to a purchase. Creating a map will eliminate the issues that can harm the relationship in your omnichannel marketing strategy.
Today’s consumer wants their interests and opinions taken into account. Sellers who need to pay more attention to their feedback and comments act inconsiderately. It creates a negative attitude toward products and brands that spreads quickly.
What’s remarkable is that even a comment written in a positive vein can provoke an adverse reaction simply because the salesperson needs to pay proper attention to the grateful customer. Properly maintaining contact must be considered, especially for users who put a product in their cart or express interest in the product but have yet to make a purchase.
Examples of omnichannel marketing are discount and promotional offers and publishing customer comments on the homepage. Some companies go even further, posting the real stories of customers who share their impressions on the pages of web resources. Users see other customers’ reactions and form their own opinions.
It’s crucial to establish a consistent messaging policy and stick to it across all channels.
Apply the concept more broadly, and optimize the design and pages of your website to satisfy the customer. This is especially true for landing pages where customers’ personal information is entered. Use simple themes and visualization tools to make it easy to find the right buttons, forms, and other elements.
Without exception, all successful omnichannel marketing examples are based on an ongoing evaluation of the effectiveness of the chosen approach. This strategy component allows you to pinpoint ways to optimize platforms and the associated costs.
Using KPIs allows you to assess the results of your marketing efforts with scientific accuracy. Regularly check which messages, headlines, topics, images, and sending times respond best to specific messages. These can tell you when adjustments are needed.
Marketers need help managing data across channels and using them to meet customer expectations.
Don’t spread your efforts thin. Establish a portrait of your customer, determine how they shop, and create personalized content for each channel.
The best examples of omnichannel marketing show that you can only succeed with intelligent decisions in this area. Do a comprehensive review, analyze, and get rid of the data irrelevant to your business.
The distinction between online and offline channels is gradually blurring, so evaluating the effectiveness of individual touchpoints won’t provide a holistic picture. Look at them holistically, as part of an entire ecosystem. The best example of omnichannel marketing is to evaluate only some campaigns, but each stage of the sales funnel separately.
With this strategy, marketers report a 250% increase in engagement and a 90% increase in retention. But it’s challenging to implement and requires more people, knowledge, and data processing. Is it worth entrusting to professionals?
We provide companies big and small with a complete cycle of services, from software development to digital marketing, with full support and maintenance coverage along the way and at the post-release stages.
Our team covers the whole range of omnichannel marketing: from market analysis to paid advertising setup and visual media production. We offer a solid foundation for business growth built on comprehensive market research, development of media and brand positioning strategies, and implementation of tailored platforms.
Comprehensive analytics gives insight into the drivers and obstacles in the customer journey. We help identify needs, evaluate brand communications and advertising effectiveness, and select the most effective project tools.
Our digital marketing services help establish an online presence across multiple digital platforms and achieve a high ROI.
To increase user engagement and attract leads, we provide customization and end-to-end management of advertising campaigns across key channels, message creation, and email flow automation. We help you create engaging content with visuals that reflect your company’s values.
We help achieve the following:
Our digital marketing services can enrich your business in every way. What’s more, we take a personalized approach. You can order the whole package of omnichannel marketing solutions or choose just one from the list.
Omnichannel allows you to correctly identify potential consumers, obtain and process the maximum amount of useful information about them, collect accurate statistics, and improve client experience. A well-constructed omnichannel marketing strategy offers limitless possibilities but takes time, attention, and money.
If you don’t have enough resources of your own, share your goals, aspirations, and wishes with our team. Our specialists will put them at the core of your project to deliver tailored solutions driven by niche expertise and market-defining quality standards.
Within three days, our digital marketing services will give you a detailed picture of your growth opportunities. We can help you design a clear omnichannel marketing plan which will lift your business to a height unattainable by competitors!
It helps increase conversions, develop a positive experience, and reduce customer churn. It can also be used to build and reinforce a positive brand reputation.
The more you know about the customer, the easier it is to establish communications with them and develop an effective interaction strategy. This makes it easier to promote products and drive sales.
KPIs used are:
It’s necessary to study the industry’s interactive experience and statistics. It’s essential to take part in specialized conferences and forums. You can also find a partner who can help with that.
With their help, you can solve fundamental problems by:
Julia is an experienced IT consultant who helps both large organizations and dynamic startups across domains create software products that meet their specific needs and rise to emerging challenges. She is committed to providing effective solutions that speed up and improve our clients' business processes in the best possible way.
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