All roads lead to conversion: The benefits of omnichannel marketing
Alix Carman, Content Writer, Adjust, May 12, 2023.
It’s crucial for apps to create a seamless customer experience (CX) across all touchpoints. This is where omnichannel marketing comes into play. With more digital channels than ever before, it’s important to understand how to create a fully-formed omnichannel funnel with thorough analytics to ensure success.
What is omnichannel marketing?
Omnichannel marketing involves using data to achieve a customer-centric approach, focusing on creating a coherent and consistent brand experience across all channels and devices. It involves integrating all marketing channels, including brick-and-mortar stores, websites, social media platforms, mobile apps, email, and even SMS, to create a unified customer journey. The goal is to provide customers with a personalized and relevant experience that meets their needs and preferences, regardless of where they are in their buyer's journey.
Omnichannel vs. multichannel marketing
While both omnichannel and multichannel marketing involve using multiple channels to interact with customers, there are key differences between the two. Unlike multichannel marketing, omnichannel marketing is:
Customer-centric: Multichannel marketing is channel-centric, focusing on using multiple channels to reach customers, while omnichannel marketing is focused on creating a seamless customer experience across all channels.
Integrated: Omnichannel marketing integrates all channels to create a unified customer journey, while multichannel marketing often operates in silos, with little integration between channels.
Personalization vs. mass marketing: Omnichannel marketing focuses on personalized interactions, while multichannel marketing often involves mass marketing campaigns that are not personalized.
Integrated marketing vs. omnichannel marketing
Both integrated and omnichannel approaches aim to create a unified marketing experience across multiple channels. The key difference between the two is the degree of focus on customer experience.
Integrated marketing aims to create consistency in messaging and branding. Omnichannel marketing takes this a step further and aims to create consistency in the overall customer experience by meeting the customer's needs and preferences, regardless of the channel. To do so, omnichannel marketing involves leveraging customer data and analytics to personalize interactions and optimize the customer journey.
Benefits of omnichannel marketing
An omnichannel experience is quite beneficial for apps looking to create the best possible customer journey. Here are just a few of the advantages.
- Improved customer experience: A consistent journey across all channels creates a positive customer experience. This improves customer satisfaction and loyalty, leading to increased revenue and customer lifetime value.
- Personalization: Omnichannel marketing allows businesses to personalize interactions based on customer data. This helps to deliver relevant messaging and offers, improving customer engagement and conversion rates.
- Increased revenue: Omnichannel customers are more likely to make a purchase than single-channel customers. This results in increased revenue and profitability for businesses.
Better marketing ROI: Tracking customer behavior across multiple channels enables app marketers to optimize marketing spend for maximum return on investment (ROI).
Current omnichannel marketing trends
Some of the current trends in omnichannel marketing include:
- Use of artificial intelligence (AI) and machine learning (ML) to personalize customer interactions.
- Integration of voice assistants and chatbots for customer support.
- Introduction of augmented reality (AR) and virtual reality (VR) to enhance the shopping experience.
- Forecasting future performance with media mix modeling (MMM).
- Social commerce, where customers can purchase products directly from social media platforms.
- Personalized product recommendations.
- Interactive content.
Overall, these omnichannel marketing strategies are trending because they meet the evolving needs of customers in today's digital landscape.
Omnichannel marketing analytics: The key to success
Analytics is essential to measuring the success of an omnichannel marketing strategy. By tracking customer behavior across all channels, businesses can gain insights into customer preferences, identify areas for improvement, and optimize marketing spend. Key metrics to track include:
Customer lifetime value (LTV): By tracking customer behavior across all channels, app marketers can identify customers with high lifetime value–along with their personal preferences–and target those individuals with optimized offers and messaging.
Attribution: Analyze which channels are most successful at various stages of the omnichannel marketing funnel to optimize campaigns accordingly.
Churn: Assess where in the customer journey users drop off to better align these pain points with a positive customer experience to improve conversion rates.
Examples of omnichannel marketing
Here are a few companies that are using omnichannel successfully.
Starbucks has integrated its mobile app, website, and in-store experience to create a streamlined customer journey. Customers can order and pay for their drinks using the mobile app and pick them up in-store. The app also offers personalized recommendations based on customers' previous orders.
Sephora has leveraged technology to create a personalized and engaging customer experience. The company's mobile app allows customers to scan products in-store and receive recommendations based on their preferences. The app also offers virtual try-on and personalized product recommendations.
Disney is known for providing a magical experience for its customers, and their omnichannel marketing strategy is no exception. The My Disney Experience app allows visitors to plan their trip, book dining reservations, and access ride wait times and other real-time information. The app also integrates with Disney's MagicBands, which are wearable devices that allow visitors to access their hotel room, park tickets, and other amenities. This seamless integration of technology and physical experiences has created a personalized and unforgettable experience for Disney visitors.
Tips for a successful omnichannel marketing funnel
To implement an effective omnichannel marketing strategy, companies need to adopt a customer-first mindset and leverage data to deliver personalized experiences. Here are some key tips to follow:
- Thoroughly understand your users’ behaviors, preferences, and pain points.
- Integrate data from all channels to gain a holistic view of the customer. (Top tip: Adjust does this for you with our all-in-one dashboard, Datascape!)
- Ensure that brand messaging is consistent across all channels and touchpoints.
- Use customer data to personalize interactions across all channels, including product recommendations, offers, and messaging.
- Leverage technologies such as CRM, marketing automation, and AI to enable smooth customer journeys.
An omnichannel marketing plan is a powerful approach in an era where offline and online need to work together cohesively. By integrating all channels and leveraging customer data, companies can deliver relevant and engaging interactions across all touchpoints. As customers become more digitally savvy, omnichannel advertising will become even more critical to building brand loyalty and driving revenue.
Learn how Indian grocery store chain 1K Kirana worked with Adjust to unite digital and offline analysis. Or, dive deeper into the value of non-biased analytics displayed side-by-side for simple, easy data insights.