Omnichannel marketing is one of the strategies that have cropped out in the digital marketing world. It is a new buzzword that we hear from time to time. There is a need to understand what omnichannel marketing is all about.
According to Mark Barton, an marketing expert:
“A marketing tactic that is cohesive, first and foremost, between, traditional marketing tactics and digital marketing tactics and creating synergy between all of them”
An omnichannel tactic will allow businesses to deliver a seamless and consistern customer experience across channels that engage the brand for offline and online promotions. This ensures that customers will have a positive experience for traditional and digital marketing.
Importance of Data in Omnichannel Marketing
This type of strategy depends heavily on the data from customers to identify intent and needs. From such data, the marketing people can design a strategy to meet those needs.
Data can come from various sources:
- Paid search metrics
- Website analytics
- Social media metrics
- Mobile usage data
- Customer feedback
- Sales teams
Omnichannel Marketing FFoundations
This strategy needs the following foundation to work in synergy in order to succeed:
- Sales channels – Data can be taken from PPC, SEO and mobile apps to turn your customers to paying ones.
- Operations – The process can be streamlined do tht the back office can provide data about clients and this can be used ny the sales and marketing people,
- Marketing channels – Channels like social media and SEO content, email, public relations can be used to engage customers.
- Shipping and fulfillment – The business can use its own shipping setup or an order fulfullment company to take care of this aspect. This is to insure that products are delivered on time and safely.
Key Channels for Omnichannel Marketing
Omnichannel marketing encompasses traditional and digital marketing and embraces the following channels:
- Email marketing
- Website optimization
- DIsplay advertising
- Social media
- Video marketing
- Affiliate marketing
- Search marketing
As we can clearly see, digital marketing is evolving and omnichannel marketing has become a main strategy for many brands. An effective one can be responsible for brand awareness cultivation and drive traffic and sales from across channels. By tracking the progress of the channels. The business can fine tune the strategy or even come up with better options to ensure that each channel supplements the other to deliver the results needed for business success.