Omnichannel marketing strategy is a marketing buzzword, but what does it actually mean?
Multichannel Marketing
To better understand Omnichannel, we first have to discuss multichannel marketing. This strategy focuses on your business and its message, and blasting this message to your target audience through multiple channels (think radio advertising, social media, newspaper advertising, etc.). Your goal is to get this singular message out across all these different channels for everyone (in your target audience) to hear.
Multichannel vs Omnichannel
So how is the omnichannel marketing strategy different from multichannel? In an omnichannel strategy, your focus is on your customers instead of your business. Your goal is to provide your customers with the best experience at every touch point (or channel). Consistency and personalization are two key focuses in this strategy.
For example: Starbucks employs an omnichannel marketing strategy. You can purchase a cup of coffee by walking into their store, going through the drive through, or through their app. No matter which option you choose to purchase your coffee, you expect the same quality of service.
Starbucks then analyzes the data from each of these touch points and uses it to personalize their customer experience.
Suzie LOVES a chai latte and chocolate croissant. Starbucks uses this information to send her personalized deals and offers. This personalization will increase the chances that Suzie will come in to buy her chai latte and croissant.
How Do You Employ a Omnichannel Strategy
The best place to begin when trying to implement this strategy is data collection and understanding your customer journey. This will allow you to better understand your customer and the process they go through when interacting with your small business.
Data Collection
You should be collecting data at each of your touch points to better understand your customer. The type of customer that uses your mobile app might be different from the customer who is calling in to order or scheduling an appointment. Understanding the type of person at each touch point will allow you to personalize and improve their experience at each individual touch point. If you are unsure as to how to do this – check out our video on market research for small businesses.
Customer Journey
Your customer’s journey is the process they go through from learning about your business to making a purchase or scheduling a service. Walking through your customer’s journey at each individual touch point will help you discover any inconsistencies in your process.
Want a deeper dive into omnichannel marketing strategy? Check out our episode “WTF is Omnichannel Marketing” on the S.O.B. Marketing Podcast. Listen wherever you get your podcasts OR watch the video below!
Did you find this content useful? Feel free to share your thoughts with me, I can be reached at vivian@theseasonedmarketer.com or just leave me a comment below!
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