Digital Marketing / Inbound Marketing

Roadmap to Omnichannel Marketing


As technology evolves with each passing day, it becomes more and more integrated into our daily lives. With each innovation that takes place in technology, the lines between our online and real lives become increasingly blurred.  Needless to say, this has led to a significant change in the way we…

As technology evolves with each passing day, it becomes more and more integrated into our daily lives. With each innovation that takes place in technology, the lines between our online and real lives become increasingly blurred.  Needless to say, this has led to a significant change in the way we consume content. Today, we are dependent on multiple gadgets and interact with many different digital devices on a daily basis. This shift in consumer behaviour has opened many doors for marketers and has given way to a need to consider and pursue a more holistic approach to digital marketing. This holistic approach is what has come to be known as the omnichannel approach to marketing.  In a nutshell, an omnichannel approach to marketing allows marketers to account for each channel a consumer uses to interact with content and allows them to enhance their marketing efforts.  In today’s times, omnichannel marketing can be an incredibly valuable tool in the arsenal of marketers. Let’s discuss this in more detail. Leads To Better Brand Recognition And Sales Millennial shoppers have shown a preference for brands that have an omnichannel presence.  An omnichannel marketing strategy implies that the consumers get a consistent and cohesive experience each time they experience your brand and are urged to pass each step of the sales funnel without any hiccups.  Omnichannel Marketing is also excellent for brand recognition as it helps brands reach out to different audiences and establish a presence in the minds of consumers of all demographics. Different kinds of users use different kinds of platforms, by being present on all these platforms you can easily increase your reach. These strategies are exceptionally useful for startups as well, who are in the beginning stages of understanding their target audience and can benefit from having a more universal presence.  OTT platforms displace cable TV  The advent of OTT platforms changed the landscape for all the involved stakeholders, including marketers. As Netflix and other streaming services became popular, they redefined the way people “watched TV” and made it inevitable for marketers to shift to an omnichannel approach to retain their engagement with these consumers.  It’s not surprising that today, four out of five smartphone owners in India subscribe to at least one of these OTT platforms. This is in addition to the free UGC platforms like Youtube. Now, as more and more viewers become accustomed to these new-age digital streaming services, TV commercials are no longer as promising as they used to be. In fact, as per a report by KPMG, many Indians will soon consider cutting-off their cable TV subscription since their entertainment needs are being met by these platforms.  Marketers need to look past conventional TV and enhance their media budgets to leverage these upcoming OTT channels with more prominent audience segmentation and measurement capacities. Moving to an omnichannel approach will empower them to gain a more significant ROI and guarantee that target customers are not missed as their TV watching propensities change. The best part about OTT platforms is its potential to allow omnichannel video marketing. Consumers today watch video content over different gadgets throughout the day. What this implies for marketers is the chance to draw viewers all the more adequately over various direct, on-request and live streaming gadgets. Customer Segmentation At Your Fingertips Today, the market has become so swarmed, that mass marketing alone doesn't work with regards to drawing in and retaining customers. Additionally, spoiled for choice, customers have become all the more demanding and expect increasingly customised marketing messages. This is why it gets imperative to segment customers and give applicable and personalised information to win and retain them.  Omnichannel marketing works on segmenting and personalisation of messages. Segmenting the audience into categories makes it simpler to deliver the right message to them. Categorisation can be done based on the audience profile (demographics, age, gender, area, and so forth), engagement levels (how much a particular person interacts with the channels), and shopping intent.  Automation can also be set up to send relevant messages to the correct audience at the right time and through proper channels. New-age strategies like location-specific mobile advertising could also be applied to get ideal results. Soaring Engagements  Omnichannel marketing enables marketers to orchestrate moments that refine the customer experience with the brand leading to better engagement. With an omnichannel approach brands can maintain a presence across channels and connect with customers in a more robust fashion.  Brands can also make use of a multi-channel sales approach to provide customers with an integrated shopping experience and make it easier for consumers to pass through the sales funnel.  Brands are also using omnichannel platforms to provide real-time solutions and create a positive brand image. In fact, marketers using an omnichannel approach to marketing, enjoy an engagement rate that is up to 250% higher than single-channel campaigns.  Brands have also been using AI bots to interact with customers through their mobile devices acting as a shop assistant, hence improving customer experience. Let’s recap all the benefits of leveraging an omnichannel marketing strategy. 
  • Leads To Better Brand Recognition
  • The shift to OTT platforms has made it increasingly crucial for brands to leverage Omnichannel marketing to avoid missing out on prospective customers
  • Customer segmentation becomes incredibly convenient with Omnichannel marketing
  • Omnichannel marketing strategies have shown to generate better AOV
 Your guide to omnichannel strategies  Now, these are the kind of benefits that we can not afford to ignore. So what are the things that we should keep in mind while designing our omnichannel marketing strategy? Here are a few recommendations that can help.  Get In Your Customer’s Shoes:   Regularly audit the experience your clients go through to research, buy, and interact with your campaign. Test the experience by placing orders, interacting with every accessible channel. If possible, these tests should be performed by both external and internal analysers. Measure The Performance Measuring the performance of your omnichannel campaign is incredibly important as it lets you understand the strengths and weaknesses of your efforts.  Focus On Customer Centricity  In the current scenario, your omnichannel campaign must be based on the client experience. Start by making sense of your clients' most favoured channels. If you don't have an idea about where they spend their time, how might you hope to serve them? Develop a Uniform Brand Presence  It’s important to help your customers become familiar with your brand. After all, familiarity creates trust.  Leverage The Right Tools Organizations that need to offer their clients a start to finish customer experience across all channels face a couple of technical difficulties. Although these difficulties can easily be countered with the help of the right tools. Closing Note  With new-age consumers now consuming content across a wide array of devices in numerous situations, the only way a marketer can win is by offering a cohesive experience to customers. That’s the only way to stay relevant in the current scenario.  Download the PDF version

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