Your business is probably used to multichannel marketing because you have a variety of marketing tools: a website, a blog, social media accounts, digital ads, and e-mail newsletters. And you have become really good at using these platforms to engage your audience and connect with customers. But is the messaging consistent? Does your customer have a seamless experience while interacting with your brand?
According to Hubspot, “All omni-channel experiences will use multiple channels, but not all multi-channel experiences are omni-channel.” Multichannel is more about operations and having the tools, but omnichannel marketing is how you use the tools. It forces you to focus on the customer experience to make sure that it is seamless, integrated, and consistent no matter where they encounter your brand.
John Bowden, Senior VP of Customer Care at Time Warner Cable shares, “Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer.”
In today’s market, customers engage with your brand beyond the traditional brick and mortar store. For example, research shows that 80% of customers have used their mobile phones to research products while physically in a store. Omnichannel marketing means that the customer’s online experience and their in-store experience are in alignment.
In our omnichannel campaigns for clients, we use direct mail, online collateral, and social media to deliver the same message at the same time. This means that no matter where your customers encounter your brand, they receive the same messages, making it easier for them to recognize your brand and build trust. And omnichannel thinking should go beyond campaigns to the daily operations of your business, like ensuring that the types and styles of products on your website align with the products in your store and your overall objectives for growth.
At Riley & You, we can create and implement a strategy that provides a cohesive experience across channels. Contact us today to find out how to use our expertise to help you create an omnichannel marketing strategy to reach your objectives.
