Capturing and holding the attention of consumers is becoming more and more challenging. Channel-hopping between e-commerce sites brick-and-mortar store locations and mobile and social shopping apps is how people shop today. If you want to win the sale it's important to streamline your customer journey and make it easy for people to buy from you in the quickest most efficient manner. That requires an omnichannel approach.
In this post we'll discuss omnichannel marketing and how making it your go-to-market strategy can catapult your brand to top-of-mind all the time.
Omnichannel simply means all channels. It's the different ways consumers interact with a brand and its products such as physical store locations websites mobile applications social media etc. It's also the actual selling of a company's products across multiple channels.
Knowing all the avenues in which you can exercise a customer touchpoint and providing shoppable media at that specific moment is the starting point for being able to deliver a tailored and seamless customer experience. Today's consumer performs multiple rounds of research prior to making a buying decision. It can take several touches and marketing strategies to turn a browser into a buyer. The more integrated your channels are the more chances you have to deliver shoppable media content that is more likely to convert.
Understanding keeping track of and building on buyer behavior across all channels is the key to omnichannel marketing success.
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Having a 360-degree overview of all your marketing channels helps you uncover new ways to connect with your customers. It also helps you keep track of sellers and distributors to make sure they are following minimum advertised pricing (MAP) policies.
Once you know where your customers are at different stages of the buying cycle you can proactively align all your marketing and sales efforts increase customer engagement and improve the customer buying experience. This approach leads to higher customer satisfaction rates and repeat purchases.
Modern consumers especially the younger generations want to feel connected to and understood by the companies they buy from. Omnichannel marketing helps organizations personalize a buyer connection on the first touch and then nurture that relationship throughout the entire customer journey.
Educating your potential customer about the value of your product and brand while providing valuable and entertaining content along the process increases the chances that when they are ready to buy they'll buy from you and not your competitor. Omnichannel marketing gives you a competitive edge and higher conversion rates.
Creating a customer journey map is pretty straightforward. But it can take a lot of time especially when gathering insights from your target audience.
What campaigns do you want to run and what KPIs will you measure for each? Are you just focused on sales or are you trying to build brand awareness? Get specific on what you're trying to accomplish with each channel marketing campaign. Knowing the end goal is key to creating an omnichannel strategy.
Develop buyer personas based on your ideal customer. What are their pain points? How do they look for solutions? How do they prefer to shop and pay for items they buy? These answers will differ based on demographics such as age and location.
Remember you are building and nurturing relationships with your audience. Tailor each touch point to be personal and engaging. By providing value with your marketing content you help to gain your customer's trust. This makes them more comfortable and more likely to click the buy button.
No matter what channel your customer is using i.e. mobile web social media in-store etc. - make it easy for them to buy your product in the least amount of steps necessary. Give them all the options for where to buy and how to buy and consider offering time-sensitive incentives to entice them to buy now.
Omnichannel marketing is no longer a nice-to-have when it comes to sales. If you want to capture (and keep!) consumers' attention you have to be where they are interact the way they like and make it incredibly easy for them to buy your product.
ChannelSight can help you increase your conversion rate with a data-driven eCommerce strategy and shoppable media solutions that deliver results. Contact us today to book a demo with our team of experts.
