What is Omnichannel Marketing? One strategy on all channels!

  •  22.07.2020
  •  Judith Wester
  •   Online Marketing Expertise

The term omnichannel and the Omnichannel Marketing associated with it is increasingly applied. But what does this term actually describe? Find out more in this article.

What is Omnichannel Marketing?

Think about it: How many apps do you have on your phone? How many social media platforms do you use? How many Internet-compatible devices are in the room while you are reading this article? Consumers expect to be able to buy what they want, when they want it and how they want it. 

The term Omnichannel means using different channels at the same time, whether offline or online. The goal of this strategy is to create a uniform customer journey.
A comprehensive customer experience is to be created across all advertising, marketing and sales platforms. The customer can make purchasing decisions via a wide variety of channels anywhere and at any time, whether mobile on a smartphone, digital on a computer at home or offline in the city while on the go.

What is a good omnichannel strategy?

A good Omnichannel strategy depends on the customer profile and the desired product. 
This means that a comprehensive data analysis and a lot of information is required in your company beforehand. Many experts rate omnichannel marketing as better than Multichannel Marketing because it uses digital, analog and physical channels to interact with customers. Very different from multi-channel, the various areas tie seamlessly together and marketing is tailored to the individual. The channels, i.e. the individual channels can be for example social networks, an online store or poster advertising. Cross-Channel marketing allows the customer to use more than one channel in the same transaction. One example of Cross-Channel marketing is the use of Click and Collect, which enables customers to order online and pick up their purchases later in the store. We will make a more precise distinction between omnichannel and multichannel in one of the next articles.

The Omnichannel strategy incorporates the previous concepts and links all available channels, such as e-commerce, email marketing and more. This allows customers to obtain information about a desired product online, to find your business or company with the appropriate app on mobile devices. There, customers can seek advice from employees and physically test the product. Successful Omnichannel-Marketing works with a huge database with which the management has an overview of all customer data. Ideally, the various channels are optimized with Responsive Design and interlock during the sales process. A specific theme and different search settings work together with the customer to find the favorite product at home on the computer, in the store or on the smartphone.

You should keep these aspects in mind for Omnichannel Marketing

Before marketing begins, customer data should be thoroughly analyzed. The goal is to first find out what your customers want and what their needs are. Secondly, you should look at the channels and ways to meet the clients' wishes.

Omnichannel marketing stands and falls with personalization

It is essential to refer to the customers' most important information. Important in this case means that the data should connect the product and your customers. Creating customer-personas and special application scenarios could be an option. It can also help to include new channels that influence the customer relationship into your considerations.  The Customer Journey can start on different channels. The channels should lead to a purchase completion and customer loyalty.

Different channels can be:

  • Email,
  • Social Media,
  • Newsletter,
  • Print Advertising,
  • Apps
  • or the consultation in the store

Ensure that all channels are synchronized, that the most important rules are adhered to, so there is nothing standing in the way of your company's success.

Do you need support? We offer professional solutions, e.g. the central generation and control of all relevant channels in one tool. You determine what you need and we can add further modules anytime.

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