In today’s competitive business environment, it is imperative to adopt comprehensive marketing tactics. Here are some key strategies that can make an omnichannel marketing plan more effective.
Omnichannel marketing refers to an interconnected multi-channel sales strategy that gives customers a seamless buying experience across sales channels commissioned by a brand.
The purpose of advancing marketing efforts over these interlinked channels is to provide a consistent and coherent buying experience for the customer, coming from different sources via different means.
Omnichannel marketing is a cross-channel content approach that aims to improve the customer experience and build stronger relationships across channels and touchpoints. This encompasses physical and online experiences, as well as traditional and digital channels and point-of-sale.
According to Omnisend, “Marketers who use three or more channels in a single campaign have a 287 percent greater purchase rate than those who only use one channel. Purchase frequency is 250 percent higher than single-channel purchase frequency, and omnichannel order value is 13 percent higher on each order”.
Thus, in today’s competitive business environment, it is imperative to adopt comprehensive marketing tactics. Some key strategies that can make an omnichannel marketing plan more effective are –
1. Know your customers
Before drafting any marketing plan, do thorough research on your customers – know who they are, understand their struggles, and where they are coming from. This entails identifying target audiences, creating detailed buyer personas, and gaining a thorough grasp of their desires, needs, behaviours, demographics, interests, and objectives.
You can make use of relevant tools like Google keywords, social mention, Klout, etc to collect, evaluate, and store this data that will help you identify and evaluate customer preferences. Your marketing efforts hit the right spot if you know who your customers are and what they desire.
2. Connect with your customers
The fact that omnichannel prioritises the customer is a significant differentiator between omnichannel and multichannel marketing.
A well-thought evaluation of the customer journey is the first step toward omnichannel success. Mapping this journey to the value-adds at different touchpoints comes in next, and then you come up with an engagement plan.
Examine each digital touchpoint a prospect encounters before deciding to become a customer. Often, brands take a company-focused approach to define customer touchpoints and that’s when they fail to deliver a coherent customer experience.
For instance, a channel is never a touchpoint but a way to understand where the customer is coming from and how they interact with you. While digital is one channel, a digital chat with your customer is a touchpoint.
When you are thorough with this, make sure that the experience throughput these points is consistent and customer-centric. If not, assemble the appropriate departments to make this adjustment. Each department should have a customer-first mindset and strive to create enjoyable customer experiences.
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