Omnichannel marketing has become a real buzzword in the world of digital marketing over the last few years. In his podcast on SEO and omnichannel marketing, Matt Santos gave the following concise explanation:
“A marketing tactic that is cohesive, first and foremost, between, traditional marketing tactics and digital marketing tactics and creating synergy between all of them” Matt Santos, Neil Patel Accel
An omnichannel approach to marketing allows businesses to deliver a consistent and seamless customer experience (CX) across all the channels customers use to engage with their brand, both online and offline. It ensures customers have a positive experience on each channel, while acknowledging all their previous touchpoints with your brand.
The role of data
A successful omnichannel approach draws on data from the customer journey along different channels. You can use the available data to map out the different customer touchpoints to identify customer motivations and needs, and design a strategy to meet those needs.
This data can come from:
Omnichannel marketing extends beyond purely digital marketing to all areas of the business, ensuring they work together:
A successful omnichannel marketing strategy involves the following key actions:
Omnichannel marketing encompasses traditional channels, digital channels, physical, and online experiences, so let’s look at each of these in more detail.
Website optimization is a crucial part of any omnichannel strategy because you typically drive people to your website when they click through from a digital marketing channel. Because your website is likely to be the last point of contact before someone buys, optimizing the website experience to match customer preferences is vital for sales success. And the actions that customers take on the website can become a valuable source of first-party data.
How might you optimize your website? If users log in with their email address, for example, you can personalize their experience on your site. Then you can give them recommendations for products they might like to buy, based on how you’ve profiled their buying habits.
Different customer expectations on different channels
When it comes to digital channels that drive traffic to your website, remember that these channels fall into two categories:
When you drive people to your website from different channels, optimize the site with these expectations in mind. Using a data-driven, omnichannel approach, you can create the type of experiences, content, and messaging customers expect on each channel.
In addition, you can base all your communications with customers on a data-driven understanding of their past touchpoints with your brand. As a result, you can communicate in a personalized and direct way with different customer segments and continuously surprise and delight them, thus building customer loyalty.
How to segment email audiences
Here are some useful characteristics you can use to segment your email audiences:
Email best practices
And here are some best practices for deploying email in an omnichannel strategy:
Social media interactions can influence the customer journey by helping the customer to develop their knowledge of your products, offerings, brand values, and customer service, all of which can influence their decision to proceed to the next stage of their buying journey. And once you know which social media platforms your customers are using, you can create content for those platforms.
The content you share on social media can have a direct impact on omnichannel performance. For example, you might upload a handy infographic or a high-quality image for potential customers just starting out on their journeys and a long-form demonstration video and website links to detailed product information for those further down the purchase funnel who are actively looking for information to help them decide to purchase.
When you know what people at different stages of the buyer's journey are looking for, you can share the most appropriate content with them to encourage them to convert and purchase. And with an effective social media strategy and carefully targeted content, you can build engaged social media communities that advocate for your brand.
How social media supports an omnichannel strategy
You can use social media to:
A display ad is an online advertisement that targets shoppers whenever they are online and wherever they are browsing. You can use display ads to target shoppers even when they’re not actively searching for a specific product. They come in many different formats, including images, videos, and text.
Display advertising is a great way to increase awareness of your products and services among general consumers. You can also use it to target certain predefined segments. For example, you can display banner ads to segments of consumers you think might be interested in your product or offering, based on an analysis of their characteristics.
How display advertising supports an omnichannel strategy
You can use display advertising to:
Paid video advertising aims to engage consumers who might be interested in your product or service. Video content can help people decide which product to buy - and which business to buy from - by providing reviews, product demonstrations, endorsements, and immersive experiences with your business and products.
Incorporating YouTube into an omnichannel strategy
Video advertising has evolved and now consumers are increasingly using channels like YouTube as a search engine to find answers to their queries. As a medium, video can be very effective in explaining complex ideas or processes in a step-by-step, visual way. Consider using video to illustrate how your product works or to showcase its benefits.
To optimize YouTube for an omnichannel experience, be sure to do the following:
How video advertising supports an omnichannel strategy
You can use video advertising to:
Remarketing involves showing ads or promoted content to people who have previously been on your website, or used your mobile app, or are a segment in your email database. It reminds them about your products and services after they leave your website. When used correctly, remarketing can help you:
Different forms of remarketing
Key forms of remarketing include:
How remarketing supports an omnichannel strategy
You can use remarketing to:
You can use search as both a sales and marketing channel. Think about how customers use search at various stages of their customer journey and what they expect from each stage. You can use keyword research in both paid and organic search campaigns to create synergy between both strategies.
How search supports an omnichannel strategy
A well-thought-out search marketing campaign can help you to:
Affiliate marketing is when businesses enter into an agreement with bloggers or other content publishers such as influencers. These bloggers or publishers are paid for any sales they drive on behalf of the business. This payment is usually a fee or commission for the sale. For example, if a blogger writes a review of your product or service, they might also include a link to your website
Common types of affiliates include websites that write reviews for travel, computer or tech, fashion, books, or other consumer goods. The opinion of the author can help influence the customer’s final decision.
Affiliate websites tend to be content-heavy, and they rely heavily on SEO to drive traffic. It’s a good idea to provide your affiliates with fresh content and updates for their websites regularly. This ensures they stay up to date on new and interesting aspects of your business, which they can share with their audiences.
How affiliate marketing supports an omnichannel strategy
You can use affiliate marketing to:
Digital marketing is evolving all the time, and omnichannel marketing has become a key strategy for many brands. An effective omnichannel strategy can enable you to build awareness and drive sales across several digital marketing channels, including email, search, social media, and display advertising. By tracking the performance of the different channels, you can fine-tune the strategy to ensure the various channels complement each other and your marketing delivers the results you want.
To learn more about omnichannel marketing, check out our webinar: a straight talking guide on omnichannel marketing!