Digital Marketing / Inbound Marketing

Rethinking the omnichannel marketing approach

By Japsimran Kaur
March 7, 2023

Today, personalization takes many forms and concepts, fueled by the myriad of data that customers are willing to share with businesses. The digital revolution has impacted consumers and businesses, changing the way products are sold online and offline. You can now purchase goods and services using your handheld device or computer. Consumers are now engaging with brands through these various new touchpoints, but their desire to connect with companies and their pursuit of value remains the same. With this, brands have strengthened their marketing strategies and hopped on the bandwagon of the omnichannel marketing approach to reach their target audience and satisfy their consumers.

5 essential elements of the omnichannel marketing approach

In this blog, we have listed down the 5 essential elements of the omnichannel marketing approach that companies must consider:

Focus on first-party data

As a marketer, it is key to understand your target audience to build relationships, enhance customer experience, and drive sales. Around 73% of consumers use multiple channels in their buying journey, expecting the same experience throughout. Consumer data helps brands understand the objectives and preferences of their target audience, helping them identify their customers through personas. Marketers can also use customer feedback through quizzes, podcasts, and more to gain insights, and improve their offerings and overall customer experience (CX). With this behavioural data, marketers can provide a personalised experience to their consumers. Marketers can also make use of CDP (Customer Data Platforms) to collect first-party data.

Address customer expectations

Once the marketer has mapped the customer journey and gained insights into its consumers’ behaviour, they must address the reviews to identify areas of improvement. According to data, brands addressing customer needs and building strong omnichannel customer engagement witnessed a 9.5% year-over-year increase in annual revenue. Brands need to win customer attention, and for that, marketers can leverage the customer data collected to identify their needs and requirements. For example, if email campaigns are not working out for you as per the customer data, then you can try personalised campaigns using the customer data to increase engagement.

Ensure consistency across channels

The next element is to keep consistency in the brand messages across various channels while engaging with customers to increase brand exposure. As per stats, brands that maintain consistency throughout their messages witness a 23% increase in revenue, along with better brand identity. Marketers need to start by creating a brand “Tone of Voice” document that will help tie their messages together and ensure the same message is being conveyed to the target audience. Additionally, brands must avoid complete repetition of content. They can mix and match with the content to reuse it, but avoid looking inconsistent throughout the messaging.

Use the right MarTech

MarTech is an important word in the marketing industry nowadays, which is the portmanteau of “Marketing” and “Technology”. It refers to using tools, platforms, and software to inform, plan, and execute marketing strategies. Stats tell that the MarTech landscape has a growth rate of 5233%. Brands make use of MarTech tools to gain additional insights and provide a better omnichannel experience to their customers, while also tracking more prospects. Brands can choose the tool that best fits their technology stack. MarTech tools also assist brands to automate their processes, which results in better time management. The time that was earlier spent on processes like gathering data can be now used in more creative and strategic tasks.

Personalise your messages

A strong personalisation strategy helps brands to understand their customers – right from their previous engagements to how they have moved along from one channel to another during their journey with the brand. As per stats, personalised emails see a 14% greater CTR and personalised web experiences witness a 20% rise in sales, which implies that personalisation is the secret to a brand’s success. With the help of the insights gained from consumer data, Brands are in a better position to handle customer queries across all platforms with the insights and take their personalisation efforts to a different level resulting in up-sell.

Conclusion

Omnichannel marketing services enable you to deliver a consistent and personalised experience to your customers. These efforts not only result in a seamless user experience, but also lead to increased customer retention, increased sales, and increased brand awareness.