As technology advances, it is getting more integrated into our daily lives. There is no difference left between what we do in real life and what we do online.

1. What Is Omnichannel Marketing?
As technology advances, it is getting more integrated into our daily
lives. There is no difference left between what we do in real life and
what we do online. Marketers, salespersons and customer support
need to change their approach as and when consumers change their
buying behavior. Customers need to be approached with a holistic
approach — an omnichannel experience they can use whenever they
want.
Picture this: You are browsing for some new gadget online and add
it to the cart but decide not to buy it. Then, later, you see an ad on
social media for the abandoned gadget. You sit there wondering how
this happened. It is nothing but an example of omnichannel
marketing.
The prefix “omni” means all, and “channel” refers to all the various
mediums through which customers interact with a brand, be it in a
physical store, online, emails and other digital spaces. This approach
is the easiest way to reach customers according to their preferences

2. and when they need it. About 88% of customers say that the
experience offered by an organization is just as essential for them as
the product offered to them.
Integrating an omnichannel approach to your strategies can benefit
the organizations in multiple ways:
1. Increased profits: When customers are ready to buy a
product, it becomes easier for them to find it if it is
available on multiple platforms. Once offered an
omnichannel experience, it becomes easier for them to
purchase from you again, building a recurring income.
2. Greater reach: You’ll reach your customers where they
are with an omnichannel retail, marketing, or service
strategy. They no longer have to search and search to find
you. No matter where they are, your team or your products
are only a click, an email, a direct message, or a phone call
away.
3. A better user experience: Omnichannel focuses on the
individual experience across devices instead of the channel,
which improves the customer experience (CX). Companies
can drive more sales and better retention rates by focusing
on the customer instead of the platform.
How To Build An Omnichannel Marketing Campaign
Have you ever crafted a successful marketing strategy? One step
missed and the entire outcome could be different. The same thing

3. goes with a marketing campaign. There are a few basic steps to
follow while making an omnichannel marketing campaign, and even
if one step gets missed, the process won’t give the desired results.
1. Begin with the basics:
Your website and social media platforms. Establishing an
omni-channel experience is a gradual process. You don’t
have to be present everywhere all at once; you’ll get there
over time. Start by focusing on your website and social
media channels, ensuring consistency and engagement. If
you consistently engage on Instagram but neglect
Facebook, inconsistency becomes apparent. A shared inbox
can streamline communication, consolidating social
messages, emails, and chat threads. Some social
management tools, like the one in Marketing Hub, can
connect social campaigns to your CRM for tracking visits
and leads.
2. Consider creating an app if necessary:
Depending on your industry, a product-oriented approach,
or the potential benefits of having an app, it might be worth
exploring. For smaller companies, hiring a freelance
developer is an option. Just ensure a legitimate need and
carefully plan every functionality to create a successful app.
3. Prioritize solving customer issues at every
touchpoint:
When adding a new channel to your omni-channel strategy,
focus on solving customer problems. Beyond gaining

4. visibility and boosting sales, the primary goal is to provide
customers with a smooth, hassle-free experience. Let this
customer-centric approach guide your messaging and
interactions on each channel.
4. Maintain consistent messaging across channels, but be
cautious with boilerplate content. Create a uniform
experience by using consistent messaging across channels.
While slight wording variations are acceptable, avoid
excessive use of boilerplate content to prevent duplicate
issues and potential penalties from search engines and
social platforms. Instead of relying on identical phrases,
establish a consistent brand voice that allows for variety
without appearing inconsistent.
5. Tailor CTAs for device and platform
appropriateness:
Conclude every customer interaction on various channels
with a Call to Action (CTA) that suits the device and
platform. For example, a social ad should lead to a mobile
website, and an email should conclude with a meeting
scheduling link rather than an automatic app download
link. Ensure the CTA complements the seamless experience
you’ve provided without causing confusion.
Is Omnichannel Marketing Worth the Effort?
Despite the challenges of comprehending data and ensuring a
seamless customer experience across various channels, marketers

5. may question the value of omnichannel marketing. To underscore its
significance, consider the following compelling statistics:
1. Omnichannel strategies yield a 250% higher engagement rate
compared to single-channel marketing
2. Marketers employing the omnichannel strategy experience a 13%
increase in average order value.
3. Customer retention rates are 90% higher when utilizing an
omnichannel approach.
While implementing omnichannel marketing may demand the
amalgamation of marketing and technical expertise, as well as
navigating a substantial volume of data for campaign success, the
ultimate outcome is a positive customer experience. The prospect of
cultivating satisfied customers who repeatedly return is a compelling
outcome in itself.
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