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What Is Omnichannel Marketing and Why Is It Important?

Omnichannel marketing may be a term you might not have heard of if you’re new to the marketing game or haven’t brushed up on new marketing trends in recent years. The overall goal of omnichannel marketing is to create a cohesive and seamless experience for users to purchase your products or services wherever they may be. So what does that actually mean? We’re here to help you find out!


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What is Omnichannel Marketing?

Omnichannel marketing is a strategy where companies create a seamless integration of messaging, overall branding, and online and offline touchpoints for customers as they move along the marketing funnel. If you want more information on the marketing funnel, you can find our blog on the topic here.


With the recent rise in online shopping and in-store pick-up, they have become the go-to for most consumers in today’s economy. It’s more important than ever for companies to take on a “consumer-centric” stance on the overall brand experience. Focusing on the interaction between consumers and the company is a great way to grow the relationship between the two. The more positive the experience, the better the relationship.


When creating that positive experience, we must think about the many ways that consumers potentially could communicate with a brand and purchase their products or services. With multiple social media platforms, a website, and in-store locations if you have them, it can be hard to create the same positive experience on each occasion. That’s where omnichannel marketing comes in.


When using this strategy, it ensures the consumer has a cohesive, positive experience, no matter the platform by utilizing:

  • Personalized messages

  • Cohesive brand image and tone through the website and social media

  • A user-friendly website and app, if you have it, making sure the website is mobile friendly

  • Content that relates directly to the consumer’s past and present buyer journey

Omnichannel marketing is a way for a brand to ensure that the customer is receiving the best experience possible, no matter where that experience takes place. Online, through a desktop or mobile device, in a brick-and-mortar location, or even a quick online pick-up order, each interaction and sale is important. Keeping it cohesive and positive ensures brand loyalty and a good customer relationship.


What are the benefits?

Now that we fully understand what omnichannel marketing is, why should brands work this into an existing marketing plan? There are multiple reasons, and some should be obvious even to a novice in the industry. We’ve compiled a short list of reasons we believe omnichannel marketing might benefit you.


1. Consistent Brand Image

The most obvious of the benefits is creating a more consistent brand image across multiple platforms. In this way, your brand is recognizable. Consumers know your ad when they see it. They know what to expect from you and aren’t confused or disappointed when switching between platforms. This could lead to more brand loyalty and more positive consumer experiences.


2. Positive User Experiences

This is the second most obvious benefit, positive experiences. When using a customer-centric approach, you think about what would benefit the customer and not the company itself. Making sure the customer is happy and has a great experience dealing with your brand speaks volumes for you. Creating better relationships and loyalty in the long run. Whether they purchase from your online store or in-store, a positive experience is a must.


3. Better Data Analytics

Another double-sided benefit when going omnichannel is the improvement of data analytics. Not only is this a benefit to you as the company, but as a potential customer, can also be highly beneficial. By using technology to track data analytics across all channels, brands gain useful insights into the customer journey and overall engagement of each marketing campaign. This can help create more targeted and personalized messages for customers and help brands on future marketing campaigns to determine what did and didn’t work in their favor. This can lead to better marketing spending and more targeted campaigns.


4. Greater Reach

If you utilize an omnichannel approach, your products and services should be easier to obtain for customers. It’s easier for customers to find you and your products. Instead of them having to search to find you or figure out how to contact you, you are easily reached and great to work with.


As you can see, taking an omnichannel approach to your marketing strategy has great benefits and makes for a better experience all around. What’s holding you back from making the change? If you are needing help with your overall marketing strategy or want tips on how best to implement this new omnichannel approach, reach out to us! Let us do the hard work for you!










Sources

HubSpot, “What is Omni-Channel? 20 Top Omni-Channel Experience Examples”, Clint Fontanella, December 13, 2022, https://blog.hubspot.com/service/omni-channel-experience, Accessed March 14, 2023

Marketing Evolution, “What is Omnichannel Marketing? Definition, Tips and Examples”, Marketing Evolution, https://www.marketingevolution.com/knowledge-center/topic/marketing-essentials/omnichannel, Accessed March 14, 2023


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