Omnichannel Marketing is NOT:
- Integrated Marketing Communications – where marketing strategies combine the use of different forms of communication such as ads, promotions, public relations, sales, social media, and direct marketing/selling.
- Multi-Channel Marketing – where you use multiple independent channels to reach customers, but these channels do not provide a seamless and cohesive experience for the customer.
- Cross-Channel Marketing – where you utilize strategies that combine the marketing channels so that the message and brand experience are in unison.
Instead, Omnichannel Marketing IS an approach that puts the customer, and their experiences with your brand, first. The aim of Omnichannel Marketing is for all the brand’s marketing channels to work in unison to create an experience that educates and empowers the customers, based on their preferences for how they would like to receive brand communication and interact with your brand across channels. Therefore, Omnichannel Marketing is a customer-centric approach and it seeks to find ways to improve customer experiences through meeting their needs during the customer journey, such as through facilitating ease of transition between devices, real-time assistance, consistent interaction across channels, in-store research and experiences on mobile devices, viewing of inventory information, purchasing online and picking-up in-store, and knowledgeable staff in stores.
Although Omnichannel Marketing is a wonderful strategy that focuses on the customer and can increase retention, there can be some barriers to implementation. A few of these barriers include a lack of resources and capital, difficulty with integrating data, and an organizational structure that works in siloes, etc.
If your business/brand can do whatever it takes to implement Omnichannel Marketing as a part of your marketing efforts, it is highly recommended because it can lead to a better customer journey with increased favorable customer experiences and, therefore, customer retention.
Check out last week’s post