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Why omnichannel marketing boosts eCommerce business

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The old “let’s do one thing well” mantra is dead. Or, at least, in the marketing world, where customers expect nothing less than perfection – basically, on every channel that exists.

In fact, they don’t just expect it – they’re prepared to pay more for it!

86% of customers are willing to pay up to 25% more for products and services just to have a better customer experience.

But what does better experience actually mean?

To answer this complex question, marketers have come up with a yet another term, and that term is omnichannel marketing.

Omnichannel marketing is all about creating a seamless, fluid buying experience that automatically adjusts based on customer actions. In essence, omnichannel marketing recognises that customers have learnt to switch between channels while shopping as well as use them simultaneously and aims to provide a consistent, personalized experience throughout the buying journey on all channels.

Sound neat?

Let’s look at how omnichannel marketing can help your brand create more meaning connections with customers that result in more sales.

Single-channel and multichannel marketing are killing your brand’s potential

And that’s not an exaggeration. Research shows that customers need an average of 6 to 8 unique touchpoints with a brand before they’re ready to make a purchase. If you’re only using one channel to connect with your customers (or using many channels to push out the same message), you’re limiting your brand’s potential. And here are a few benefits of embracing omnichannel marketing…

Single-channel focus

Why put all your eggs in one basket? Email has been the go-to, miracle-performing channel in eCommerce for years.  But if there is one thing that the GDPR has taught us, it’s that executing a single-channel strategy in a fast-paced online world is a tragedy waiting to happen.

Of course, this doesn’t mean brands should stop doing email – absolutely not. On the contrary, when done right, email and marketing automation can be the driving factor behind rapid sales growth.

The issue here is that doing only email or only Facebook, or only paid ads isn’t going to cut it for the modern consumer.

Personalized experience

The modern shopper wants a personalized experience tailored to their needs and delivered through the channels that they’re using. No pressure.  So, with consumer expectations kicking up a notch, it’s probably a good time to look into more sophisticated Mailchimp alternatives to find an ecommerce-first solution.

Let’s unwrap this: marketing automation does a great job at shooting out messages to the right people.  But we can never be sure that those messages are going out at the right time. How can you know that your discount offer lands in a customer’s inbox just when they’re thinking about their next purchase? Impossible.

Mind reading

Omnichannel marketing gives you the tools to read your customers’ mind and prepare for their next action. Let’s imagine that a customer uses your mobile app to scroll through the sales section and adds a few items to their cart. Then they switch off and reappear on your site fifteen minutes later, this time using their laptop.

Instead of serving a “the sale is on” pop-up on the site, you could push a more personalized message, like “we’ll hold your items for another 10 minutes”.  It’s a delightful interaction that shows your customer that there’s thinking behind your marketing and that you know what they want.

Omnichannel marketing is an incredibly powerful approach that helps brands create more meaningful relationships and drive more sales.  Exploring other marketing channels, such as SMS messages or in-app notifications, will help you ensure your communication is relevant, timely and effective.

For instance, did you know that 90% of text messages are read within the first three minutes of delivery? That’s a surefire way to reach your customers at the right time and have your message read.

Multichannel marketing: everywhere but nowhere

Spreading yourself too thin is never a good strategy.  Focusing on a single channel makes little sense, but marketing on channels where your customers aren’t event present makes no sense at all.

Oftentimes, retailers will use the “spray and pray” method, pushing out the same cookie-cutter message on all channels, hoping for the best. That’s like getting the same Christmas present for every single person in your family – hoping that at least one person will like it!

It’s critical for brands to be where their customers are – the rest is irrelevant. If you’re selling fishing gear, you probably won’t have much luck advertising on Pinterest – but Facebook could be a goldmine.

Tailored leverage

With omnichannel marketing, brands can leverage each channel in a different way, making sure the messages are tailored to customer expectations.  Let’s say your customer just bought from you and put a load of stuff on their wishlist. Now they’re browsing Facebook and see one of your retargeting ads – they click through to your profile.

If you were using omnichannel marketing tools, this would be the glorious moment when they finally prove their worth. You could leverage Facebook Messenger to reach out to this particular customer with a special limited-time offer on one of the items they’ve just saved to their wishlist. The timing and manner of such communication is incredibly pertinent and, needless to say, compelling.

Wrapping up

The right omnichannel marketing tool will enable your brand to move away from fragmented communication on multiple channels and towards a harmonious, unified experience that recognises each customer’s unique circumstances, needs and expectations.

No matter which channel your customer will land on, you will know their purchasing history, past behaviour and where in the buying cycle they are – and with this information at hand, you can create truly extraordinary experiences.

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