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What is omni-channel marketing?

Omni-channel marketing is an integrated marketing technique that generates leads and moves customers through the buying cycle. Here’s how it works.

Think about the last purchase you made online, and it probably went something like this. Checking out a news website over breakfast, you saw something that caught your eye – say, a pair of boots. After looking lovingly at them for a couple of seconds, you probably moved on.

Later in the day, you’re scrolling through your socials on your phone when, woah, there are the boots again! And it turns out they are Italian leather. Suddenly, you’re mentally redoing your monthly budget… but wait, you did make that vow to only buy ethical fashion.

Hold on, suddenly a chat bot has popped up and you can ask if the leather is sustainably sourced!

The next morning, on the train, on your iPad, you get sent a code for a 10 per cent discount on all ethically produced boots. And you make the purchase.

While this scenario may feel familiar, chances are you’ve never really thought about it. And that’s the point, and why every business should be embracing omni-channel marketing.

What is omni-channel marketing?

Omni-channel marketing is an integrated marketing technique that generates leads and moves customers through the buying cycle by offering products, promotions and support services across all channels, platforms and devices.

One example would be if instead of a customer support chat being available on a website only, it is also available on social media channels and via instant messages.

The best thing about omni-channel marketing is that all your marketing tactics are working together, creating the one powerful brand experience.

Other benefits of omni-channel marketing include greater reach – you literally reach your customers wherever they are and during whatever they are doing. When they get to the point where they are ready to purchase, they’re easily able to find you – and that means increased profits.

Omni-channel vs multichannel: what’s the difference?

If this sounds like multichannel marketing, it’s not. The difference has to do with integration between the channels and also the depth of engagement.

Multichannel marketing might span across several platforms, but those platforms aren’t necessarily connected.

With omni-channel marketing, all the channels are connected, with customers moving easily between them.

What do customers want from omni-channel marketing?

When customers want information, they want it now. They want you to be where they are at any moment, offering what they need right then.

Customers also want a seamless shopping experience. They don’t want to have to start from scratch when they change device; they don’t want the same old material delivered across every platform.

What customers want is a smooth experience, whether they’re shopping online, by phone or in store.

How to build an omni-channel marketing campaign

An omni-channel marketing strategy should include consistent messaging, visuals, and positioning statements across all channels, platforms, and devices.

Here’s how you can build an omni-channel marketing campaign:

1. Start with your website and social media

Omni-channel experiences don’t just happen; they take time and work – and the best places to start are your website and social media channels. Get them right and then build from there.

Also, be equitable. Being super-responsive on Instagram but delivering crickets on Facebook will lead to disgruntled customers. A shared mailbox that feeds from all your social media platforms, emails and chat is a great way to manage this.

2. Consider an app

Apps aren’t necessary for every business, but when they can benefit your business, they’re worth investigating.

Think about what advantage an app could deliver to your customers, and how it could help them in their lives.

3. Put the customer first

This should be the cornerstone of your entire omni-channel strategy and raise the fundamental questions every marketing strategy should answer:

  • What issue does your customer have?
  • How does your product and service address it?
  • Why should the customer choose your business over another?

4. Create consistent marketing

How important is consistency in omni-channel marketing?

Research tells us that more than half of customers engage with three to five channels each time they make a purchase.

In some industries, such as travel and accommodation, the average customer switched nearly six times between websites and mobile channels.

The risk is, if these customers receive inconsistent messaging or can’t get what they need, they may lose interest.

5. Tailor to the platform

Consistency shouldn’t be confused with identical, especially when it comes to social media.

Every social media platform has its own style, demographic of user, and methods of interaction. While messaging needs to be tight and consistent, you’ll need to modify every post to the platform it appears on.

Create a holistic marketing strategy

Omni-marketing involves taking a holistic approach to marketing, with brand experience at its core.

Assemblo is a full-service marketing agency based in Melbourne and are experts in creating holistic marketing strategies that deliver brand awareness and profit growth.

To find out how we can help develop an omni-marketing strategy for your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.

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