What Is Omnichannel Marketing and How Can It Benefit Your Business?

what is omnichannel marketing

Did you know that 71% of consumers want a consistent experience across all channels? What's sad is, only 29% of them say they actually get it. 

Today's technology and everyone's ease of access to it has made it so consumers can be found across all channels. But surprisingly enough, brands aren't doing enough to reach these people on potentially profitable platforms. 

What is omnichannel marketing? And how can your business benefit from it? Find out about cross platform marketing below! 

What Is Omnichannel Marketing? 

Very broadly, omnichannel marketing is being present for your customers across all channels, or as many of them as possible. Essentially, it's not guiding them through their customer journeys, but rather, being there for them whenever they need you. 

This means that you don't just focus on one channel to aid consumers in their experiences with you. For example, you wouldn't just put all your marketing efforts into phone calls and text messages. You'd have a presence in all other channels (such as email and social media), weaving in both online and offline channels. 

Omnichannel vs Multichannel 

You may have heard of the term "multichannel marketing" and think it's synonymous with "omnichannel marketing." While they're very similar, there are actually some differences between the two. 

Multichannel marketing is mainly focused on spreading brand awareness and increasing engagement through as many channels as possible. The main focus is on you, rather than the consumer. 

On the other hand, omnichannel marketing is focused on creating a seamless journey for your customers. Therefore, the focus is on them, not your brand. 

Also, all omnichannel marketing is multichannel, but the opposite isn't necessarily true. 

What Are the Benefits of Omnichannel Marketing? 

Now you know what omnichannel marketing is and what the difference is between omnichannel vs multichannel. Next up, you're probably wondering what benefits your brand can get from these campaigns. 

Below, we outline the most important benefits of omnichannel marketing. 

It Helps With Brand Recall 

In today's world, brand name recall is extremely important since all industries are highly competitive. For instance, think of tissues. Your first thought is probably "Kleenex," right? 

As you can see, an omnichannel retail strategy is vital if you want your brand to be synonymous with whatever products or services you offer. After all, the more present you are across channels, the more chances of consumers running into your brand name. They'll see it whenever they need what you offer. 

It's important that with your omnichannel campaigns, you're consistent in how you present your brand. Disconnected and/or disjointed campaigns can cause confusion and hurt your efforts for brand recall instead. Make sure you keep your brand messaging, tone, logo, and colors consistent on all channels. 

It'll Encourage Customers to Spend More 

Your presence across all channels will definitely encourage customers to spend more on a single purchase. This is because you've left a remarkable impression on them on several touchpoints rather than one. 

What's even better is not only are customers more willing to spend more, but they're also more likely to purchase multiple times. Again, this is because you've proven that they can rely on your brand to be there with the information, services, and products they need at the right times. 

Omnichannel marketing usually comes hand-in-hand with personalization. And consumers are 40% more likely to spend more than they planned if they feel like their customer experience is highly personalized. 

As you can see, it's worth it to spend a little time and effort into perfecting your omnichannel marketing campaigns, as it'll all pay off in the end. 

It'll Help With Customer Segmentation 

As we've just mentioned, omnichannel marketing campaigns involve personalization. And to personalize your campaigns, you must segment your customers and target them in different ways. For example, you wouldn't target all consumers with the same ad, as some may have already purchased from you. 

The omnichannel marketing approach allows you to perform customer segmentation better and tweak your campaigns to serve highly personalized ads. For instance, you'd for cross-sell and/or upsell to customers who have already made purchases. 

It'll Increase Customer Loyalty and Retention 

The biggest factor in customer loyalty and retention is how much consumers can trust a brand. In fact, many are willing to pay more for products and services if a brand has previously shown itself to be reliable and trustworthy. 

Considering acquisition costs a lot more than retention, this is an area worth exploring. Omnichannel marketing allows you to prove to consumers that your brand is present on all channels to help them along in their customer journeys. Make sure you keep providing relevant information during their experiences to further prove you understand their needs. 

It'll Increase Your Revenue 

When you factor in all the above benefits, the end result is this: your revenue will grow significantly. Not only can you attract consumers to your brand, but you'll also be much more effective in keeping their business. This keeps them away from using your competitors, which will further propel your company's success. 

Not only can you increase your brand's revenue, but you'll also have a higher return on investment (ROI). So you'll spend less to earn more! 

Start on Omnichannel Marketing Today 

So what is omnichannel marketing? It's providing a complete experience on all channels your customers are on, from start to finish. It's giving your customers control over their experience with you. 

Once you start on omnichannel marketing, you're sure to see a difference in your conversion rates. If you can prove to consumers that you're there for them for their entire customer experience and you consistently provide them with relevant information, then it's sure to pay off in the end. 

So don't wait another second you could be boosting your business. Start reaping the benefits of omnichannel marketing and get a leg up on your competition! 

If you found this article on the importance of an omnichannel marketing strategy useful, then make sure you take a look at the rest of our blog. Visit the Digital Marketing section of the Bootstrap Business Blog to learn more about multi-platform marketing strategy.

Bootstrap Business Blog Newest Posts From Mike Schiemer, Partners, & Blog Outreach Services