What Is Omnichannel Marketing?

Omnichannel marketing is the integration of lots of different communication touchpoints that combine the branding, messaging, tone and all into one seamless sales and customer experience funnel for your customers. It offers a much better experience for your audience and improves results for sales and marketing.

Omnichannel marketing places the consumer at the center of the activities for both customer service and marketing. And with this tactic and all the technology that is available to brands, then messages can be streamlined and more consistent.

This allows your brand to have higher levels of brand recognition and you can also offer personalization based on the specific shopping behaviors of the customer and their interests. For instance, if you know that the customer is continuously shopping for a certain niche of products on your store, you can offer those.

There are often parallels drawn between omnichannel and multichannel. And this is understandable. Both are designed to engage consumers across numerous communication channels. However, they are not interchangeable. The multichannel approach is about how the specific channel can complete a transaction.

In contrast, the omnichannel takes into account that the customer journey can span numerous channels and looks at how the journey experience can be improved throughout all communication touchpoints to move towards the final goal of a conversion.

Another contrast between the two is the complexity. Multichannel is often very simplified with the adverts, content and communications being simplified. For instance, it is looking at what is being said in each advert, what products are being promoted, the discounts being used and who is receiving these.

This can be a problem in some respects because there are few personalization options here. And there is consideration to how the consumer is reacting to the content that is being produced. Therefore, multichannel can be described more as a reflection of the operations of the marketing channel rather than the reflection of the customer’s experience.

The customer’s experience is so important to the long term revenues of any business. Those organizations that offer a better experience for their customers will earn more revenue in the long term. A good experience will often lead to more returning customers and higher spending on future orders. In addition, their good review can often mean that you can attract more customers to your store.

In addition, returning customers are cheaper to convert. Therefore, profit margins can be much higher for your brand.