Multi-channel Marketing

Omnichannel Marketing: What Is It?

Omnichannel marketing is a way of reaching potential customers through a variety of channels. It’s all about creating a seamless experience between those channels and strategically meeting people where they want to be.

Why should I use an omnichannel marketing strategy?

30% higher lifetime customer values are attributed to consumers shopping across multiple channels.

86% of shoppers regularly channel-hop across a minimum of two channels.

Companies with extremely strong omnichannel customer engagement retain on average 89% of their customers. Companies with weak omnichannel customer engagement only saw 33% average rentention.

The marketing rule of 7 states that it takes at least seven interactions with your brand or offer before a prospective customer responds. Reaching through multiple channels can help your customers to reach seven interactions more quickly without exhausting a single medium.

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What’s the difference between omnichannel marketing and multichannel marketing?

Many people use these terms interchangeably. Both are strategies that reach customers through multiple channels. However, multichannel marketing is solely focused on reaching someone through as many channels as possible. This method can often end up feeling disjointed. Omnichannel marketing offers consistency and is more focused on the customer experience. Misia Tramp, EVP of Insights and Innovations for Tahzoois describes the Omnichannel approach as “…Using data to understand where effort exists in the customer experience and how to remove, rather than add, effort.” The key difference between the two is data. How can you make your customers’ experience easier for them?

Combining multiple channels into one fluid campaign can be a challenge. Analyzing the results of those campaigns can also be an arduous task if tracking methods aren’t put in place before campaign launch. Need help creating a strategy and implementing your next omnichannel marketing campaign? ANS can help! Contact Patricia Thompson at pthompson@a-names.com for a complimentary consultation.

Written by Lindsey Lefevor

multichannel marketing, Lindsey Lefevor, omnichannel marketing

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