The Omni-Channel Approach to Digital Marketing￼
The Omni-Channel approach to digital marketing is all in the hype these days, with an increasing number of marketers adopting it into their campaign strategies. However, is it a valid terminology for a superior marketing practice or just another buzzword thrown without a clear meaning? Continue reading the article to learn more.
What is Omni-Channel Marketing?
Omni-channel marketing is all about putting the customer at the center-stage, using your various marketing channels to create a single and seamless experience for them through the sales funnel.
It differs from a multi-channel approach in that the message it gives isn’t static. Instead, Omni-channel marketing is adjusted according to the customer based on their behavior and where they are on their buyer journey. Contrast this with the multi-channel approach where marketers put the brand at the centerstage and ensure that its voice, values, and message remains the same throughout the various marketing channels for all customers.
In other words, omni-channel marketing is dynamic while multi-channel marketing is static.
What Are Its Advantages?
Since the content shown to the customer is more consistent and personalized, omni-channel marketing yields higher engagements. According to an authoritative 2019 report that analyzed over two billion marketing campaigns, omnichannel campaigns earned an average of 18.96% engagement rate, compared single-channel campaigns which only received a mere 5.4%.
In the same report, it was found businesses employing an omni-channel approach to digital marketing benefited from a staggering 250% higher rate of sales, compared to those that didn’t. Not only are customers buying more but they are shown as willing to spend an average of 13% more on the business’s service or product.
Higher Customer Retention
High customer retention is crucial for any business’s long-term success (Reasons Why Customer Retention Matters to Your Business). With an omni-channel strategy, brands are likely to attain a higher customer retention rate of up to 90% compared to those employing only a single marketing channel.
Getting Started with Omni-Channel Marketing
An omni-channel approach to digital marketing is heavily dependent on targeting the right message to customers at the right time. You wouldn’t want a person who is already in the decision stage of the buyer’s journey to be sent a message that diverts their attention to information relevant to the information gathering stage.
Step 1: Figure Out the Channels
To get started, first figure out which channels your customers are using to interact with your company. Next, utilize chatbots and other automation tools to ensure these channels remain active and consistent even when your employees are off from work.
Step 2: Invest in CRM
A Customer Relationship Management (CRM) system helps improve how you interact and engage with your customers. The solution is data-driven and helps you deliver a more personalized and timelier message to your customers based on the information they provide.
Step 3: Integrate the Channels
Integrate the relevant channels with the CRM platform. This way, you are able to deliver more consistent and targeted message across your channels. Also, your marketing team will immediately be able to view the entire customer journey in real-time and update their strategies accordingly.
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