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Being at the right place, at the right time, with the right message is closely linked with a great customer experience. Also, it’s vital for businesses nowadays. That’s why you should switch your old marketing strategy to an omnichannel marketing approach.
Statistics show that 86% of customers are willing to pay up to 25% more for products and services to have a better customer experience. Do you have this advantage over your rivals? Is the customer experience you provide at your business superior to that of your competition? What about your marketing activities: Do you succeed in reaching your customers and being relevant to them with your messages?
Omnichannel marketing is the answer. Here’s why.
What Is Omnichannel Marketing?
Omnichannel marketing is a way to reach your customers through every channel they use with a seamless message that adjusts to their behavior. This approach allows you to provide the ultimate in personalized customer experience.
However, this is not the same as a multi-channel marketing approach or even email marketing automation with triggered messages.
Single Channel and Multi-Channel Approaches Limit Your Business Potential
The eCommerce experts say that a brand needs an average of six to eight touch points with its customers before they trust the brand and buy from it. However, finding the right channels for your communication is not so easy. What’s more, coordinating among the channels so that your customers can feel that those messages are seamless is the even bigger challenge.
Trust a Single Channel: The One-Hit Wonder
For a while, email marketing was king among retailers because of its big return on investment and fast results.
However, after the General Data Protection Regulation came into force, the goldmine stopped being so generous. Formerly highly effective, abandoned-cart emails and promotional email campaigns fell short. So it became time for retailers to look for new ways to reach their audiences.
One could still argue that email marketing is not dead. In some cases, basic email marketing automation might still work. But looking forward, you should seek tools that will help you implement more sophisticated omnichannel marketing, in which email marketing would make up only a small part of all your messages.
Consider What an Omnichannel Approach Can Give You
An omnichannel approach gives you answers to many questions that email marketing can’t provide. For example, is your customer ready to buy? Or, how can you tailor an automated message to hit the audience exactly when they need it most?
Now, what if you could reach your customers via text message and see what they do next with your offer? What if you could see how they move through your sales funnel? Wouldn’t be that awesome?
We get a lot of emails per day and don’t open all of them, for sure. The same is true with text messages. However, about 90% of text messages are read within the first three minutes of delivery.
As long as you are not spamming your customers with SMS and push notifications, text messaging can be a powerful channel that your business can benefit from.
Multi-Channel Marketing: Figaro Here Figaro There
On the opposite side of single-channel marketing is the multi-channel marketing approach. The danger with multi-channel marketing, however, is that it can scatter your focus over too many different channels at once. With multi-channel marketing, you risk sending messages over channels whether your customers are on that channel or not.
Nonetheless, this doesn’t stop many marketers from wasting their time and money, pushing out the same message over a plethora of channels, hoping someone will see it and react.
For example, you wouldn’t target men in their 50’s on Pinterest. That just wouldn’t make sense. However, if you’re using multi-channel marketing, you could be making this mistake. With omnichannel marketing, your targeting can be more precise. So instead of targeting men in their 50’s on Pinterest, you’ll be targeting women in their 30’s who are interested in home design.
Another problem with a multi-channel approach is coordinating among the various channels. For example, if the customer responds to one channel, do the other channels automatically change their behavior? With an omnichannel marketing approach, on the other hand, your customer’s action determines what the next channels will do.
In other words, a customer’s action alters what message will show in the popup or push notification. Additionally, after a customer places an order, omnichannel marketing determines what the next email or text message will be. That’s because it’s all about a unified customer experience.
Multi-channel marketing can be just fine when you’re just beginning your business. It is during this period that you properly focus on new customer acquisition and your first sales. However, for customer retention and an exemplary unified experience, you need something more sophisticated. You need an excellent omnichannel marketing tool.
Nowadays, Smart Customers Choose Smart Shopping Solutions
Ecommerce marketers put a lot of energy and resources toward staying up-to-date and providing a superior customer experience. And a good omnichannel marketing strategy will help you level up your online store from good to excellent. Before long, thanks to omnichannel marketing, you’ll be the proud owner of a smart, sustainable, and powerful business.