Today's customers use multiple channels before making a purchase. They browse the store's offer and add the product to the cart on the laptop, buy it in the smartphone application on the way to work, and pick it up at the stationary store on their way back from work. The entrepreneur should ensure that the customer experience with the brand is consistent across each channel. The solution is omnichannel marketing. What is it and why should you use it?
What is omnichannel marketing?
Before we tell ourselves what exactly is omnichannel marketing, it is worth mentioning the so-called touchpoints, or - literally translated - points of contact. The touchpoint is the physical or virtual place where the consumer comes into contact with the brand. The modern consumer does not make a decision to buy a specific product only after getting acquainted with the offer quickly and once. It is estimated that the average person needs six touchpoints in the purchasing process, and more than half of buyers regularly meet the brand in more than 4 places. A brand that wants to sell effectively and generate high profits must, above all, follow its customers. It must be where they are. Remind yourself both in the virtual and in the real world. This is where omnichannel marketing comes in.
It is a set of ways to reach existing and potential customers through multiple channels that complement each other. Moreover, it's form communication with customers tailored to them - a strategy that intertwines the virtual and real world.
In omnichannel marketing, the recipient is not bombarded with random messages, but receives personalized messages in various marketing channels. Contact points include SMS with promotions, brand website in mobile and desktop versions, e-mail marketing, or contact with a call center employee.
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Omnichannel marketing and multichannel marketing
Multichannel marketing is providing the customer with the same information in different sources - incl. through Facebook ads, newsletters or influencer recommendations. Usually, these are universal messages targeted at a wide audience. The brand is at the heart of the multichannel strategy. Communication is less integrated and online and offline sales are clearly separated.
On the other hand, omnichannel marketing is based on the construction of permanent relationship with customers. All sales and communication channels are connected at one point - on the client. The customer is at the heart of omnichannel marketing. The brand provides him with interesting as well as personalized content. In omnichannel, the most important thing is the consistency of messages and customer experience in all channels.
Wisely planned omnichannel marketing is an excellent distinguishing feature of the brand on the market. The company follows its customers and cares about their satisfaction in everyone stage of the sales process and after-sales contact, and they trust her in return. The use of this type of marketing is a way to build lasting relationships with recipients.
