Generations of companies have built their businesses from the ground up using single-channel performance marketing. Every time they would begin an advertising campaign, they would focus on a single method of advertising. Although the advertising methods have changed over the years, the structure has remained essentially the same.
Until recently that is. Recently, companies have begun to create wraparound performance marketing campaigns called omnichannel marketing campaigns. These campaigns are flexible and able to meet customers on whatever platform the customer prefers. In this way, they are shaking up both the customer experience and the old expectations of what a company could learn from a marketing campaign.
What Is Omnichannel Marketing?
Quite simply, omnichannel marketing is a marketing campaign that is not confined to a single channel. It uses the strengths of many marketing techniques based on calls, clicks, leads, and more. By focusing on many different channels simultaneously, omnichannel marketing creates a seamless user experience that is pleasant and productive.
That sounds fantastic, but what exactly does that look like for a customer? To a customer, it simply means that the company is ready to connect with them on whatever channel they prefer. This could be Facebook, Instagram, email, text, or a whole host of other channels.
This helps the company to follow up with their customers and support them as they make future purchases. Customers often browse websites or even add items to their online shopping carts before eventually leaving without purchasing anything. With omni channel marketing, your company can virtually follow these customers after they leave your website and encourage them to complete their purchases.
Why is Omnichannel Marketing Better Than Single Channel Marketing?
Every shopper is completely unique. Some people respond best to targeted ads on social media while others would much rather call a company directly and talk to a real person. With omnichannel marketing, companies can connect with all sorts of customers through whatever channel the customer likes best.
This is especially helpful for companies who are interested in connecting with different generations of consumers. Different generations have vastly different spending habits and want to connect with their companies in different ways.
Omnichannel marketing is incredibly helpful for companies who want to have one large advertising push per year. For example, it is great for companies that have large Black Friday sales. Another example is insurance companies that have one annual open enrollment period where they want to attract as many customers as possible.
In these cases, the companies have a marketing budget that they want to use in one specific concentrated period rather than over the year.
Omnichannel marketing is an extremely useful strategy for marketers because it allows marketers to see real-time figures for ROI, impressions, and transactions while interacting with their target customers.
Which Channels are Best For Connecting With Customers?
When you are thinking about omnichannel marketing, you need to think about which channels you want to use to connect with your customers. As you choose your channels, you should take a few things into account.
Who is your ideal customer?
Think of the demographics of your ideal customers. Which news sources do they read, where do they live, which social media do they use? All of these questions will help you narrow down which channels will be best for your omnichannel campaign.
Which channels are best for your specific advertising?
Do your products lend themselves best to banner ads, videos, or text-based ads? If you can figure out which channels will support your product best, you can begin to decide on the design of your omnichannel campaign.
What type of customer service will you offer?
Finally, you want to think about the customer service that you can offer clients. Will you have a call center, or are you more focused on chatbot technology? Visiqua has some great blogs on its website to help you understand the benefits of different types of customer service. This blog on warm transfer versus cold transfer is a great place to start.
What Can Omnichannel Marketing Teach Your Company?
Omnichannel marketing not only helps your clients but also helps your company understand what your clients want. By creating an omnichannel marketing campaign, you learn which touchpoints resonate best with your customers. This will help you hone future marketing strategies to reflect your customer needs.
Where Can I Get Help With Omnichannel Marketing?
At Visiqua, we are here to help you with all of your performance marketing needs. Although we run call, click, and lead campaigns, our specialty is omnichannel marketing campaigns that allow customers to call an advertiser directly. We are internationally recognized for our work helping companies create marketing campaigns that work. Furthermore, we are constantly creating new technologies to help our clients connect with their customers faster and more affordably.