Omnichannel
Omnichannel marketing
We live in an omnichannel world. As consumers, we don’t limit ourselves to, for example, email but engage with brands throughout the customer journey via physical shops, websites, apps, Facebook and more. Brands providing a unified experience throughout the customer journey are rewarded with loyal customers who buy more. Well, are you?
What is omnichannel marketing?
Omnichannel marketing is a customer-centric conversation across channels, such as email, SMS, Facebook, and brick-and-mortar shops. However, it is more than just the ability to converse across channels, but the ability to do so seamlessly, where the communication is centered around the customer, her preferences and actions, regardless of channel and touchpoint.
- Create a seamless experience
- Deepen customer satisfaction
- Enhance your advertising results
See how beauty retailer Matas is driving its business forward with omnichannel marketing strategies
Omnichannel marketing with Agillic
What is the difference between multichannel and omnichannel marketing?
When a brand interacts with customers in a series of channels, for example, email, SMS, and Facebook ads, it is multichannel marketing. The communication isn’t necessarily coordinated across channels but often follows the organisational structure. One department takes care of paid media marketing, another team takes care of SMS marketing and so forth. Companies may also have separate on-point software tools for handling communication in the various channels. From a customer perspective this can become a rather fragmented customer experience.
Omnichannel marketing flips the coin in the sense that this is a customer-centric approach. To provide a seamless and integrated customer experience across channels, data from all channels is related to the individual customer profile and communication takes its starting point in the customer and her preferences and actions. This way, a customer will experience communication that is up to date and relevant, regardless of the channel.
- Single-Channel: The customers experience communicating with your brand in just one channel, for example, email.
- Cross-channel: Your customers experience an increased level of consistency across the channels since data from the various channels are being exchanged. However, data is still not necessarily centred around the customer.
- Multichannel: Your customers experience communication in multiple and disjointed channels acting independently of each other. This could be email, SMS, and app push. Channels are silos, and there is no data exchange between the channels.
- Omnichannel: Your customers experience seamless and personalised communication across channels. Data is organized around the customer, and the organization itself is customer-centric.
Read more in the blog post “Do CMOs dream of omnichannel marketing?”
Evolving towards
omnichannel marketing
The marketing discipline has undergone an evolution from simply digitalising traditional marketing techniques towards an increased digital maturity where tools and channels enable new ways of working and interacting. It is an evolution towards the customer-centric organisation and omnichannel marketing.
Marketing automation
Agillic empowers brands to spur loyalty and create business value from every communication with the help from marketing automation – and when you personalise it, you can automate with love
CDP
A Customer Data Platform allows a company to create a single view of their customer, by bringing data together from many different sources, from which it can be used to optimise the customer experience.
Moving from newsletters to omnichannel marketing
Miinto has successfully expanded its communications to channels beyond email, such as Facebook, Google Ads and SMS. When using SMS, for example, Miinto’s open rate rises to 96-97%. Take a peek in this webinar where Miinto generously shares tactics and learnings:
How to choose the right
marketing software?
Check out this buyer’s guide to learn where to focus when choosing your new marketing software.
Book: Make it all about me
If you are ready for a new chapter in your marketing strategy, start with “Make it all about me – Leveraging Omnichannel and AI for Marketing Success.” Discover the concepts of personalisation in a thorough presentation of customer-centric and omnichannel marketing principles.
Cases
Tap into personalisation as a differentiator and growth driver
Be inspired by how our clients across industries drive growth and revenue from the Agillic Customer Marketing Platform.
