What is an omnichannel marketing strategy, and why does your business need one?

Omnichannel marketing strategies have become a buzzword of sorts over the past few years. As consumer demand and technology are continually changing, omnichannel strategies have skyrocketed in popularity.

But first, what exactly does omnichannel even mean? Let’s take a look at what an omnichannel strategy is, and how it translates into marketing.

What is an omnichannel marketing strategy?

Put simply, an omnichannel strategy utilises all channels available to a business. It differs from a single channel strategy and a multi-channel strategy in that it is a comprehensive solution that seamlessly integrates all touchpoints.

For example, in this sense, an omnichannel contact centre combines every mode of communication available to a business, all rolled into one solution. This allows both agents and customers to switch between different modes of communication in order to solve a query in a singular interaction, operated through one platform.

Omnichannel Marketing

With this in mind, an omnichannel marketing strategy covers everything from search engine optimisation to social media, ecommerce to customer service (yes, including that omnichannel contact centre), all within the same strategy. In doing so, the marketing strategy is perceived to be consistent for all consumers, regardless of which platform they use to interact with your business.

So, now you know what an omnichannel marketing strategy is, let’s take a look at some of the key benefits.

Improved efficiency

It goes without saying that collecting data is one of the key aspects of research before putting a marketing plan together. Businesses can use data to improve customer experience, gain insights into purchasing behaviour, and spot trends in consumer demand, to name a few examples.

However, if you are looking at a wide range of channels, you might find that you need to collect data several different times, in different ways, from different platforms, in order to get a deeper understanding of your target audience.

But, with an omnichannel strategy, you won’t need to worry about repeating the same steps over and over for each channel — you will only need to get customer’s data once, improving operational efficiency.

Widen reach

Different demographics will inevitably prefer different platforms. Taking social media, for example, 25 to 34 year olds are the largest demographic on Facebook, whereas Gen Z dominates TikTok.

With this in mind, an omnichannel strategy allows you to reach all target audiences across all platforms. In addition to your typical customer, this might also allow you to discover and tap into new customer segments.

By getting the word out to more people – provided your message is engaging and consistent across the board – this can provide the opportunity to increase sales, revenue, and, ultimately, profit.

Better customer experience

And last, but by no means least, an omnichannel approach shows customers that you are putting them at the forefront of your decision making — you’re putting the customer first. Due to this, customers will be more likely to feel valued by your business.

In turn, this can boost customer loyalty, as customers are more likely to shop with a brand that puts them first. Further to this, by increasing loyalty, you can expect an increase in lifetime customer value.

With these examples in mind, you’ll no doubt be able to see why it can be beneficial for your business to consider an omnichannel marketing strategy.