Trying to stand out in a crowded market as a company? Standard digital marketing not doing the trick? Omnichannel marketing can help your company stand out among the competition and connect with your customers. But how can investing in omnichannel marketing make this possible? Read on and find out more!
What is Omnichannel Communication?
Omnichannel communications are the way one customer experiences your digital presence across all digital ways of communication such as:
- Social Media
- Outside Retail (Amazon, Etsy, eBay, Brick & Mortar)
The overall purpose of omnichannel communications is it helps your customer begin their experience with your company and continue with your brand through multiple channels and platforms seamlessly.
Why is it important?
Omnichannel marketing helps businesses connect with their customers while treating their needs across all channels and platforms. Your customer will decide which platforms they want to engage with your brand And, being there where and when they want to communicate with you in the chosen communication method will be the preferred brand that they are most comfortable with. Additionally, when customers interact with your brand using their favorite platform, it can boost customer loyalty and retention.
Omnichannel vs. Multichannel
Omnichannel and multichannel marketing are similar in the way they operate. However, there are many significant differences. Multichannel aims to use the maximum number of channels to engage with a target audience. On the other hand, omnichannel builds channels and platforms surrounding the customer to make it even more personal and comfortable. Additionally, there are other key differences between the two such as:
- Omnichannel usually has a stronger client relationship because they follow a strategic approach rather than a multichannel tactical approach.
- Multichannel has a slower response time because it is not as optimized as Omnichannel.
- With omnichannel, your customers can have a more personalized experience and fulfill their needs more. However, multichannel focus more on send their own message rather than a personalized approach.
- When it comes to omnichannel, the client has a consistent experience across all channels. However, with multichannel, the client’s experiences are based on the platform they are using.
Better Customer Experience
Sometimes companies do not anticipate their customers’ needs and desires and are unaware of the ways we can find out their needs and desires. However, by utilizing omnichannel communications, your customer can have a better experience digitally. Not only will your customers interact more often digitally, but it opens more doors to dive deeper into your brand because everything is so easy to access.
According to statistics, marketers using three or more channels will see a purchase and engagement rate 250% higher than those using single-channel campaigns. In addition, studies also show customer retention rates were up to 90% higher for omnichannel versus single channel. By using omnichannel communications, the communication journey to your customers and your customers back to you is more seamless than ever before.
Better Brand Appearance
Customers are more likely to purchase or engage with a brand that looks trustworthy and professional. Nowadays, people research a company across multiple platforms before even making a purchase. So, by being omnichannel, your company will be the one that stands out from the rest in the most positive way.
Make it Personal!
Every company owner imagines massive things for their company and is excited to get those ideas implemented. However, it is important to consider what your clients would desire rather than your preferences. Highlighting what makes your brand unique and engaging is key and this can be accomplished by embracing omnichannel communications.
Personalization can be made much easier using omnichannel communications by providing access to your brand through multiple channels. Also, you can make your brand’s digital experience more personal by:
- Giving customers the ability to set their own preferences (notifications, location, etc.)
- Provide personalization within your brand (layouts, colors, pictures)
- Ask customers for feedback (surveys, ratings)
By using omnichannel platforms, you can reduce costs in multiple ways. Because your digital presence is handled by many platforms, some of your interactions can be handled by bots or AI (Artificial Intelligence). It also provides the opportunity to infiltrate calls by utilizing call centers and speak directly to a live person. Overall, omnichannel marketing can reduce operational costs by bringing more opportunities to your customers to connect, buy, and even sell.