Omnichannel Marketing

Updated: Sep 12, 2021

Shopping habits are rapidly evolving because the penetration of digital technology increasingly blurs the line between virtual and real-world experiences. In fact, today's consumers peruse up to 10 sources of information before making a decision. And 42% of in-store shoppers search for information online at the same time as browsing in the store.

Because consumers bounce across your marketing channels, perhaps staring at Instagram page before heading to the website and then maybe to your brick-and-mortar store, there's a huge opportunity for you to create a rich, personalized experience that results in seamless transitions. This is Omnichannel Marketing.

What is Omnichannel Marketing?

Have you ever received an SMS message about a company's promotion while you are in the company's brick-and-mortar store? Or chatted with a company's customer representative on Facebook to get product recommendations and then made a purchase on their website? These are examples of omnichannel marketing where customers can enjoy a seamless brand experience, no matter what buying method they are using.

How does Omnichannel Marketing differentiate itself from Multi-channel Marketing?

Multi-channel marketing views each touchpoint and channel are separate and independent. You might be using multi channel to promote your brand and engage with customers, but you are not necessarily knitting them together. This means, each channel might have its own strategies, goals, and metrics that are not connected to the others.

On the other hand, Omnichannel marketing uses multiple channels to deliver a frictionless customer experience. For example, a coffee company run its awards program through its mobile order app, but customers can access this information and add money to their account via multiple channels, such as the company's website and in-store locations.

By: VSHR Digital Media

Source: Forbes, Dec 2020

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