Currently, less than 10% of the brands in force provide the omnichannel experience to their patients or consumers. When explaining “omnichannel marketing”, it is essential to define what a marketing channel is. A marketing channel is any source a company uses to send promotional messages to its audience.
Marketing channels can include everything from word of mouth, emails, blogs, social media profiles and… As more and more consumers became active on these channels, and even began to search for their favorite brands on their preferred channels, such as specific social networking sites, the term “multi-channel” evolved.
Multichannel and omnichannel marketing are different. Multi-channel marketing means reaching consumers through multiple channels, whether they are connected or not. Countless organizations today are already employing multi-channel marketing.
Omnichannel marketing takes this concept further by focusing on the consumer or patient to ensure that they have a seamless and personalized experience, across all channels, in which they interact with their audience.
Today’s younger generations with purchasing power (millennials and Gen Z) have different omnichannel shopping habits. The majority of US millennials and Gen Zers browse online before making an in-store purchase (83%), but shop online after viewing products in store (81%). These omnichannel shoppers spend 4% more in-store and 10% more online, compared to traditional single-channel shoppers.
Additionally, brands with a successful omnichannel marketing strategy have an 89% retention rate and see average revenue growth of 9.5% year over year. Despite all this, there is still a clear disconnect between what consumers want and what most companies offer, in their omnichannel messages.
Omnichannel marketing requires putting together the right tools and strategies to create a program that’s perfect for your business. Follow these tips and make them your own, to optimize the omnichannel marketing experience you deliver, consumer engagement, and revenue growth you deliver.
Regardless of what’s stopping you from having a successful omnichannel marketing program, whether it’s lack of buy-in, not having the right tools, or any other barriers, knowing the tools and strategies involved will help you start the conversation that drives the most engagement. , as retention of its community.
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