Omnichannel Marketing; Definition, Benefits, Examples & Tools
The presence of your customers all over the internet requires you to ensure that you deliver a successful omnichannel customer experience.
Omnichannel presence helps to harvest more conversions. It is also advisable to make your contact details and email address available on your website page. This becomes easy for website visitors to contact you directly or send an email message.
Additionally, you can add a live chat on your website for customers—this aids you communicate with customers 24/7. Chatbots have been invented and could do their best to ensure full-time availability. Therefore you have to avail chatbots for your customer service function to ensure general time availability. Chatbots also automate responses to FAQs.
Research shows that SMS Marketing creates a better immediate intuitive awareness among customers than email. Therefore, it remains one of the most effective marketing automation best practices for time-sensitive messages like follow-ups, reminders, etc.
What is Omnichannel Marketing?
Omnichannel is a lead nurturing and client engagement strategy where a company avails all its products, offers, and support services to customers or prospects on all channels, platforms, and devices.
87% of the retailers recognize the omnichannel marketing strategy as crucial for their business.
Omnichannel marketing is where companies promote their products, offers, and support services to customers or prospects on all channels, platforms, and devices through consistent and engaging branding and intentional messaging.
Omnichannel marketing is customer-centric marketing. A customer-centric strategy is based on putting your customers first and at the core of your business to provide a positive experience and build long-term relationships.
Omnichannel marketing vs. Multichannel marketing
Omnichannel and multi-channel are both concepts based on engaging consumers across multiple platforms. Despite that, multichannel looks at the specific channel and how the transaction will be completed there. The channels operate independently. The brand is at the center of the multichannel marketing strategy.
Graphic: Omnisend Blog
On the other hand, omnichannel considers that the customer journey may span multiple channels. Omnichannel marketing seeks to create the best experience as consumers move between them. Each channel has its strengths. Bringing them together delivers a robust strategy for marketing. Each interaction is a touchpoint on a path, leading to a conversion.
Benefits of omnichannel marketing
Omnichannel marketing brings valuable customers to your business who see out the sales funnel. Based on statistics compiled by Omnisend, here's why you should be using omnichannel marketing.
Higher engagement: Omnichannel campaigns earned an 18.96% engagement rate. Those using single-channel movements saw a 5.4% engagement rate.
Higher purchase rate: Omnichannel campaigns earned a 287% higher purchase rate than those depending on just one channel (12% versus 3.21%). Bonus: When you use SMS as one of the channels within an omnichannel marketing initiative, the conversion rate improves by 47.7%.
Higher spend rate: Customers engaging with omnichannel campaigns spent, on average, 13% more than those engaging with single-channel campaigns.
Higher customer loyalty: Marketers using omnichannel campaigns experienced a 90% higher retention rate than single-channel campaigns.
Tips on how to build an omnichannel marketing campaign
1. First things first - social media and website
Omnichannel marketing goals are achieved in the long run. Short-term work is highly unadvisable. A functional website and social media channels are an excellent way to start. Make sure to share content on these channels to engage your clients consistently. You may develop an app if you sell consumer products or offer a SaaS tool.
2. Solutions all the way
For every channel added to your omnichannel marketing strategy, make sure it bears solutions for the customer. Much as you are using these channels to increase your company's visibility and generate sales, it is imperative to have customer satisfaction at the heart of the entire process. Therefore, the solutions should be well-tailored in the messaging you share on your channels.
Keep the messaging across all your platforms, delivering the same message. Also, avoid copying and pasting, as this will get your content flagged by search engines.
4. Use appropriate Call-To-Actions (CTA)
Compelling CTAs motivate customers to convert. Research shows that clients respond more quickly when short and straightforward words seduce them to take action. CTAs words include; get, order, buy, start, download, sign up here, etc. These usually compel recipients to take action. CTAs that show consumer benefits also improve conversions. These words include; free, personalized and complementary. Call to Action words to add to your recipient's message should;
Boost and improve conversions with singular and prominent CTAs
Use action words to motivate clicks
Include a color contrasted and easy to click CTA button so that more customers will click.
For instance, a social ad should lead to a mobile website, not the desktop version of your site. Likewise, you should close your email with a link to schedule a meeting, not a link that triggers an automatic app download (your customer may not be using a mobile device to check their email).
Industries that use omnichannel marketing
Telecom: Omnichannel marketing can be used in the telecom industry to enable customers to pay bills, recharge, or receive notifications about new launches.
Travel: The travel industry can use and capitalize on omnichannel marketing throughout the customer journey - reminders on flight plans and best deals on restaurants and hotels.
Banking: Banks can use omnichannel marketing to remind their customers about the impending bills to be paid or give the latest credit and debit balance on transactions. You can also announce the launch of new products.
Healthcare: Healthcare uses omnichannel marketing to offer services such as reminding the patients about their doctor's appointments, providing them with access to their reports on their devices, and providing daily health tips to improve engagement.
Omnichannel marketing examples
As curated with data by Hubspot:
Apple connects their devices to communicate with each other using the user’s iCloud account. The connectivity between devices, accounts, and platforms makes it easy for customers to transition.
Another prime example of omnichannel marketing. The app and website automatically sync users' carts experience in the consumer retail space.
Chipotle seeks to eradicate that frustration with its online experience. Its online system and mobile ordering app allow you to place an order. It eliminates the frustration of ordering online only to find your order not ready.
Spotify is another great example of offering an omnichannel experience at a product level. The company has a mobile app, web app, and desktop app with data synced across various apps.
Omnichannel marketing tools and software
MonkeyPesa CRM is an all-in-one business automation tool. From sales marketing, automation or customer support. With the devotion to helping Small and Medium Enterprises (SMEs), MonkeyPesa is a user-friendly tool. The pricing, features, analytics and easy-to-interpret dashboard make it ideal for you.
The CRM aids businesses in getting prospects, insights, converts more leads to become customers and manages customers across several channels. At the same time, they go through the selling process.
MonkeyPesa CRM Features:
Insights, analytics and reports
Human Resource and payroll
Inventory and stores
Bulk SMS and emailing
LiveAgent is great for small and medium-sized e-commerce, telecom, and SaaS businesses that want to offer excellent customer service on a budget. This fully-featured help desk software helps you bring personalization to your customer interactions.
LiveAgent harnesses the power of an omnichannel universal inbox, real-time live chat, built-in call center, and a robust customer service portal. Personalize your communication by leveraging our customer segmentation, automation, built-in CRM, a powerful analytics package, and customer knowledge base. Discover over 175+ help desk features and 40+ integrations.
Zendesk’s customer service software empowers businesses to build effortless customer experiences. As a result, conversations flow seamlessly across channels, leading to greater productivity and satisfaction.
The Agent Workspace within Zendesk’s Suite equips agents with all the tools to collaborate with other teams, and deliver fast, personalized responses on any channel—from a single, unified interface.
Zendesk gives you the tools you need to manage omnichannel customer service. You can provide customer support via email, live chat, voice, Facebook, Twitter, WeChat, WhatsApp, etc.
This is one of the best CRM software tools that serve all businesses ranging from startups to large business ventures. In addition, Hubspot offers free tools for teams and best manages customers’ contacts well.
Hubspot CRM enables you to do many valuable things with your contact base, such as keeping all contact information (including internal notes) centralized and automating different reminders.
Hubspot CRM is software built for marketing and sales companies that want to use proven techniques for ushering in new clients and customers, especially businesses that generate customers via online marketing and sales.
In your quest to identify a CRM perfect for your business, chances are high you have come across HubSpot free CRM. You can store up to a million contacts in your HubSpot database with the free CRM. Furthermore, an unlimited number of your team can access your database, Integration with Gmail and Outlook, Email and Meeting Scheduling, Capture, Store, and track sales leads.