ppt on omnichannel marketing

1. DefiningOmnichannelMarketing
OMNICHANNEL
MARKETING
RISHABH TIWARI
MBA22061

2. TABLE OF
CONTENTS
INTRODUCTION
THE RISE OFOMNICHANNELMARKETING
OMNICHANNELMARKETINGSTRATEGY
OMNICHANNELMARKETINGBENEFITS
MOVINGFROMPHYSICALTODIGITAL

3. INTRODUCTION
01

4. Omnichannelmarketing is defined as a cross-channel marketingdiscipline that aligns content
delivery across various marketing channels to provide seamless and consistent content
experiencesacross the buyer’sjourneyandbeyond.
Omnichannelmarketingacknowledges andaddresses the fact that the moderncustomer is no
longerconfined to a singleplatform, andtherefore,strives to delivera smootherbuying
experienceto customersregardless of the channel, platform or the stage of the buyer’s
journey.
WHATISOMNICHANNELMARKETING?

5. THE RISE OF
OMNICHANNEL
MARKETING
02

6. ITHASEVOLVEDANDGAINEDPROMINENCEDUETO:-
• Shift in Consumer Behavior: With the proliferation of digital devices and channels, consumers have
become more connected and expect seamless experiences across multiple touchpoints. They may
research products online, visit physical stores to see them in person, and then make the purchase
through a mobile app or website. This shift in consumer behavior has necessitated a more integrated
approach to marketing.
• Fragmentation of Channels: The rise of digital marketing channels such as social media, email, mobile
apps, and websites has led to a fragmentation of channels. Marketers need to engage with customers
across these various channels to maintain visibility and relevance.
• Demand for Personalization: Consumers increasingly expect personalized experiences from brands.
Omnichannel marketing allows marketers to gather data from multiple touchpoints to better understand
customer preferences and deliver personalized content and offers across channels.
THE RISE OF OMNICHANNEL MARKETING

7. • Advancements in Technology: Technological advancements, such as customer relationship management
(CRM) systems, marketing automation platforms, and data analytics tools, have made it easier for
marketers to collect, analyze, and leverage customer data across channels.
• Competitive Pressure: As more brands adopt omnichannel marketing strategies, there is increased
pressure to provide seamless and consistent experiences to remain competitive in the market. Brands
that fail to adapt risk losing customers to competitors who offer more integrated experiences.
• Improved Measurement and Attribution: Advances in marketing analytics have made it easier to track
and measure the effectiveness of omnichannel marketing campaigns. Marketers can now better
understand the customer journey across channels and attribute conversions to specific touchpoints.
• Focus on Customer Experience: Omnichannel marketing puts the customer at the center of the
marketing strategy, focusing on delivering a seamless and cohesive experience across all touchpoints. By
providing a unified brand experience, companies can build stronger relationships with customers and
foster loyalty.

8. OMNICHANNEL
MARKETING
STRATEGY
03

9. CREATING AN OMNICHANNEL MARKETING STRATEGY
As the buyer’s journey becomes more intricate with the growing numberof marketing channels, marketers need to disentangle it
and make it as simple as possible. Here is howyoucan goaboutcreating anomnichannel marketing strategy for yourorganization:
Omnichannel
Marketing
Strategy
Step #1
Cultivate a Customer-Centric
Marketing Culture
Step #2
Understand your
Customers
Step #3
Implement the right tools
in yourMarTech Slack
Step #4
Segment your Target
Audience
Step #5
Personalize!
Step #6
Be ProActive across all
platforms
Step #7
Track the right metrics

10. OMNICHANNEL
MARKETING
BENEFITS
04

11. BENEFITS OF OMNICHANNEL MARKETING
Benefits of
omnichannel
marketing
Boosts customer
retention and
loyalty
Strengthens Brand
Recall
Helps in Revenue
Growth
Awell-executedomnichannel marketing strategy yields the following benefits:

12. MOVINGFROM
PHYSICALTO
DIGITAL
05

13. • Seamless Integration: Moving from physical to digital channels within an
omnichannel framework involves seamlessly integrating various touchpoints,
including brick-and-mortar stores, e-commerce platforms, mobile apps, social
media, and any other relevant channels. This integration ensures that customers
can engage with the brand consistently across all channels.
• Consistent Brand Experience: Regardless of the channel customers choose to
interact with, they should encounter a consistent brand experience. This means
maintaining uniform messaging, branding, and customer service standards
across physical and digital channels.
• Customer-Centric Approach: The transition to omnichannel reflects a customer-
centric approach, where the focus is on meeting the needs and preferences of
customers across all touchpoints. Whether customers prefer to shop in-store,
online, or through a mobile app, the goal is to provide a seamless and
personalized experience.
When a company moves from physical to digital channels in the context of omnichannel marketing, it
implies a strategic shift towards integrating all available channels seamlessly to provide a unified
customer experience. Here's what the transition signifies:

14. • Data Integration and Analysis: Moving from physical to digital
channels involves integrating data from various sources to gain
insights into customer behavior and preferences. This data-driven
approach enables companies to personalize marketing efforts, optimize
inventory management, and improve overall decision-making.
• Flexibility and Convenience: By embracing digital channels,
companies offer customers greater flexibility and convenience in how
they engage with the brand. Whether it's browsing products online,
making purchases via a mobile app, or visiting a physical store for in-
person assistance, customers have the freedom to choose the channel
that best suits their needs.
• Omnichannel Fulfillment: Companies transitioning from physical to
digital channels often implement omnichannel fulfillment strategies,
allowing customers to choose from multiple delivery and pickup
options. This includes options such as home delivery, in-store pickup,
curbside pickup, and same-day delivery, providing customers with
greater convenience and flexibility in how they receive their orders.

15. STARBUCKS
Let's explore the example how Starbucks has transitioned from physical to digital channels within an
omnichannel framework:
• Digital Ordering and Payment: Starbucks has implemented a robust mobile app that allows customers
to order ahead and pay digitally. This feature enhances convenience for customers by enabling them to skip
the line and pick up their orders seamlessly.
• Mobile Loyalty Program: The Starbucks Rewards program is integrated into the mobile app, providing
customers with incentives to make purchases and engage with the brand. Customers earn points for every
purchase, which can be redeemed for free drinks, food, and other rewards.
• Personalized Offers and Recommendations: Through the Starbucks app and email marketing, the
company delivers personalized offers and recommendations based on customers' purchasing behavior and
preferences. This personalized approach enhances the customer experience and encourages repeat
purchases.

16. • Integration with Social Media: Starbucks maintains an active presence on social media platforms
like Instagram, Twitter, and Facebook. The company uses these channels to engage with customers,
share promotions, and gather feedback, creating a cohesive brand experience across digital
touchpoints.
• In-Store Digital Experience: Starbucks has introduced digital enhancements in its physical stores
to complement the digital ordering experience. This includes features such as digital menu boards,
mobile order pickup stations, and wireless charging stations for mobile devices.
• Omnichannel Gift Cards: Starbucks offers digital gift cards that can be purchased online or
through the mobile app and used both in-store and online. This flexibility allows customers to gift and
redeem Starbucks credits across various channels.

17. • Customer Feedback and Engagement: Starbucks actively solicits feedback from customers
through its digital channels, such as the mobile app and social media platforms. This feedback loop
enables the company to understand customer preferences and continuously improve the customer
experience.
• Continuous Innovation: Starbucks consistently innovates its digital offerings to stay ahead of
evolving consumer trends and technological advancements. Whether it's introducing new features to
the mobile app or experimenting with innovative payment methods, Starbucks remains at the
forefront of digital innovation in the coffee industry.
• Mobile Ordering Integration with Physical Stores: Starbucks has seamlessly integrated its
mobile ordering system with its physical stores. Customers can place orders through the app and
choose between pickup options, including in-store pickup, drive-thru, and curbside pickup.