Omni channel marketing: the online marketing strategy your customers will love
Omni channel is a marketing strategy that encompasses your target customer’s journey through a vast variety of tools and technologies, all to nurture leads and improve user engagement which ultimately results in the growth of your brand.
Many might be confused between multi-channel and Omni channel so let us explain the difference and what could suit your brand the most.
So, what is the difference between a Multi-channel and an Omni channel marketing approach?
Multi-channel approach focuses on the number of channels to promote a brand, the more the merrier.
Communication messages are scattered, inconsistent messages across different channels.
Not utilizing data when it comes to allocating online marketing channels and communications.
In conclusion, a multi-channel approach is when brands just want to capture more people’s attention believing that the more attention they garnered, the higher probability to make sales.
Omni channel approach customer-centric: segmenting customers into groups with different media consumption behavior.
Data-driven: uses data acquired from different channels to identify and allocate budget to channels with the higher conversion rate.
Consistent communication across all channels: Omni channel approach utilizes both online and offline marketing to achieve seamless and consistent communication that targets different segmented audiences.
Omni channel does take more effort to implement, and a successful implementation will take a team of talented marketing underdogs. An example of successful Omni-channel marketing is Tops online Thailand, where you can ‘chat and shop’ via an instant messaging app and can either pick up your order at the nearest branch or have them delivered to your doorstep.
Some might argue that it is nonsense, all brands will have to consider a communication plan tailored towards each channel. Yes and no, many brands are now adopting a multi-channel approach under the belief that they are implementing an Omni channel, and this is dangerous.
When it comes to consumer behavior nowadays, Omni-channel marketing becomes especially important to retail businesses. Consumer behaviors like Online to Offline or Offline to Online are too common amongst shoppers, any miscommunications or unpleasant user experience might churn the customers away, and it is going to take even longer to charm them back.
Here is a 5-step process you can consider if you are looking to implement an Omni channel marketing to your brand
Be customer-centric, think of your customer
Evaluate your customer journey and identify all touch points a buyer goes through before becoming a customer. By doing so, you can then proceed to plan a more effective communication plan that reflects your brand.
Dive deep into your customer data
As you might have heard the expression “Data is the new oil”, knowing your customers’ preferences and shopping behavior can vastly improve your conversion. An example is using customer data to provide tailored contents that promote a brand’s identity improving customer loyalty.
Personalize promotions through customer segmentation
A holistic customer profile and smart audience segmentation give you an edge over personalized promotions, in this option-rich and time-poor market stale content is easily omitted by customers. Personalized online marketing will convert buyers faster.
Consistent messages across all channels
This is what differentiates a multi-channel approach from an omni channel one, a consistent message. A consistent message will rely not only on the marketing departments but across all internal stakeholders, building a versatile and fast internal communication framework.
Implement, Test and Track
Rome wasn’t built on a day, and so any successful marketing strategy, to achieve successful omni channel marketing will require constant testing and spotless tracking after your initial implementation.
It is no doubt that Omni channel marketing takes the upper hand, the only problem with truly implementing Omni channel marketing for brands is an in-house team of marketing talents lacking a unified goal.