You might hear the term ‘omnichannel’ and think it’s just another digital marketing term that gets thrown around. And since different industries define it differently, it’s no surprise that there’s an air of mystery about it.
Omnichannel marketing is actually one of the most effective marketing techniques to boost your brand. It relies on the creation of a unified, seamless customer experience. One which uses all your channels to send relevant messages to your customers, and that’s regardless of how they engage.
At Pivotal, we’ll help you define one consistent voice for your brand across all your channels. Whether your customers are browsing online, receiving an SMS or email, or are in store. Our experts will help build your customers’ trust in your brand, and make them feel comfortable enough to purchase from you.
What is Omnichannel Marketing?
We use an omnichannel marketing strategy to unite each of your channels and create a united and integrated shopping experience. This means that whether your customers are on a desktop computer, mobile, in store or via phone, their experience is the same.
Consistency like this builds trust and a willingness to purchase among your customers. It also improves the customer experience and helps develop better relationships with your target audience.
Examples of successful, proven omnichannel marketing strategies include customers receiving an email after abandoning their shopping cart; customers receiving an SMS message in-store about a promotion; and customers seeing targeted ads online for products in their abandoned cart.
Multichannel vs Omnichannel
Designed to use as many channels as possible, multichannel marketing is a complementary (but slightly different) tactic. And while it runs side by side with the channel synergy approach of omnichannel marketing, the two have notable distinctions that you should be aware of.
- Multichannel aims to drive sales by using the maximum number of channels, and casting the widest possible net
- Omnichannel ensures that the overall customer experience is positive, and that each approach relates to your other channels. This results in a stronger brand relationship
By focusing on the customer experience with an omnichannel approach, you’re prioritising consistency. This, in turn, creates an effortless buying experience, and strong brand presence.
Why Omnichannel Marketing is Essential
Omnichannel marketing that combines three or more channels can increase user engagement by almost 20%, compared to companies using single channels. Though more engagement doesn’t always mean more revenue, omnichannel campaigns also tend to have 2.5x higher purchase rates on average.
Customers who engage with omnichannel campaigns also typically purchase more, spending on average up to 13% more than brands with single channels.
But the most important factor is without a doubt how an omnichannel strategy increases customer loyalty. By personalising and unifying your marketing and brand presence, your customers will feel secure. They’ll also feel compelled to make repeat purchases. And you don’t need us to tell you how valuable returning customers are!
More money, cheaper conversions and free word-of-mouth publicity. All this and more is any brand’s for the taking, with a solid omnichannel strategy in place.
Why Use Pivotal?
Regardless of your industry, you need a tailored omnichannel experience that makes purchasing easy for your customers, and on their terms. Providing the right message at the right time is essential to creating and keeping customers.
With all marketing, when a new channel becomes available, the gap between your opportunities and in-house expertise often grows wider. What’s more, the prospect of taking on a challenge of this nature without help can be intimidating.
Pivotal’s bespoke omnichannel strategies work for you, and our experts have over 30 years of experience in the field to guide you through every step. We also understand that there’s no one-size-fits-all solution. That’s why we’ll work to create and implement a campaign focused on building your strengths and creating the maximum impact with customers.
We focus on channels such as:
- Social Media
- Email Behaviour Targeting (EBT)
- Direct Mail
- Digitally Automated Campaigns