One of advertisings biggest challenges today is to market across multiple platforms. Multi-channel and omnichannel are similar but not interchangeable. Multi-channel marketing is the distribution of content and ads across multiple channels. Omnichannel marketing means that the customer journey will span multiple channels online and off. This omnichannel marketing could be in the form of websites, text, email, social media, and apps to name a few. According to a study done by Harvard Business Reviewdone on 46,000 shoppers, they concluded that, “73% of them used multiple channels through their shopping journey.” This approach is important to creating a seamless and positive customer experience.
So, how does a brand create an effective omnichannel marketing strategy? Let’s look at one example of great omnichannel marketing to start and break it down from there. Take Starbucks for example. They have created an absolutely seamless system within their app. To start, it works as a reward system with each purchase to earn points toward a free drink once it hits a certain number. I mean, who doesn’t like free stuff? Ok, let’s take a look at their app. You can reload your account with your linked card on file. You can do this through their website, over the phone, on the app or at a physical location. Something else they shifted focus on during the pandemic to reduce contact was their order ahead option. Don’t feel like waiting in line? Order ahead and pick it up on your way to work. This increased their revenue by offering another option other than in person ordering. Now they have both. This is seamless omnichannel marketing at is best.
However, one has to keep in mind that every business is not the same and each one will have to make a custom marketing plan. Let’s take a look at how to create one effectively with some tips.
1. Put yourself in your customer’s shoes. Plan their experience with a detailed plan by asking yourself, “what would my customers want?” This will make the brand customer centric in order create a seamless experience for them. Try things out to see what works and what doesn’t flow smoothly.
2. Start with website and social media cohesion. Be consistent and on brand within both channels. Using the same message across all channels will help here but don’t use a plug and paste style. They should differ slightly without losing the brand voice.
3. If your business calls for it, create an app. Almost every industry today could be tapping into the app business. Let’s look at an example here. A family member just called to tell you that your blender broke and you’re hosting a party later today. Now you’re are in the market for a new blender and fast! But… you’re out at the grocery store right now. You don’t have a computer on you and you don’t want to drive around all day looking for the item. What do you do? You get on your phone and do a search. You literally do this in line as you wait to pay for your groceries. You see that a Bed Bath and Beyond nearby has what you want. You download their app for ease of purchasing, use their coupon (since they always seem to have one available) and seamlessly buy your new blender a for pickup. Crisis averted!
4. Don’t forget your CTA’s! Social ads that finish with call to actions that lead to app downloads. After making a purchase include a CTA to share it on the customer’s social media.
It’s easy to see why having an omnichannel marketing strategy is important in the tech heavy world that we live in today. People want ease. They want personalization. They want to not feel like something other than just another face in the crowd. Creating loyal customers through an omnichannel marketing strategy is a great way to build your brand and bridge the trust between you and your audience.
