The concept of omnichannel marketing refers to the coordination of the company's communication channels with its customers to ensure a positive and memorable experience through any of them. In addition, it allows assertive support throughout the different stages of the customer's journey.
The omnichannel marketing strategy has an impact on the elements of “time” and “connection” , which are two of the factors that influence decision-making and “personalization” , one of the pillars list of equatorial guinea consumer email of customer experience , according to a study by the firm KPMG . Keep reading and we will tell you:
Omnichannel marketing is a strategy that allows improving the customer experience , thanks to the integration of different contact channels. It consists of offering integrated, fluid and personalized attention through all the company's channels, providing a homogeneous quality of service, with coherent messages and unified conditions between them.
It is important to consider that although this strategy became popular with digital marketing, channel integration includes physical stores and other offline media. The processes are transversal to the channels , so, to talk about an omnichannel customer experience, there must be support throughout the journey or trip, without interruptions when the customer decides to change the device or contact channel.
Differences between omnichannel, multichannel and cross-channel marketing
It is common to hear the terms multichannel, cross-channel and omnichannel interchangeably . In general, it could be said that the big difference lies in the degree of integration between the channels. Now that you know what omnichannel marketing is, we will tell you the differences between these three terms.
Multichannel marketing conveys the same message across different communication channels and enables consistency in the customer experience with the brand. It is the simpler of the two strategies, however, it represents benefits in terms of unity in the brand message, customer reach across the channels they frequent , and clarity in communication across all touchpoints.
Read also: Omnichannel or multichannel: Which is the best strategy?
Cross-channel marketing
This strategy requires greater coordination, because it involves combining multiple channels along the same customer journey or purchasing process . It involves taking the customer from one channel to another, with messages that are appropriate for the moment and accompanying them step by step until conversion.
Omnichannel or omnichannel marketing
In this marketing strategy , there are no borders ; it is about building a comprehensive experience regardless of the communication channel . Each journey is different; the first contact can be made through one channel, consulting on another, looking for reviews on another and finalizing the conversion on the initial channel or on a different one, without the need to repeat information.
Enter the following practical guide, if you want to discover: How to be omnichannel and be successful .
Importance of omnichannel marketing strategy
The customer is already omnichannel, as evidenced by the KPMG study mentioned above, when referring to a multidimensional customer. “Connection” is one of their criteria when making a decision, they interact simultaneously through different channels and expect high quality service at all points of contact with the company. So why not offer them an experience in line with their habits and consumer behavior ?
Omnichannel marketing strengthens the “connection” factor by offering not only multiple contact options, but also integration between them, which facilitates the customer experience . This translates into less time and effort , which contributes to loyalty and NPS (Net Promoter Score ) indicators , according to KPMG.
Furthermore, the omnichannel marketing strategy favors personalization by providing a service that adapts to the stage of the customer's journey and their specific need at that moment, to their preferred devices and to their contact channels. Personalization is one of the pillars that contributes most to building loyalty. It can be said, then, that the omnichannel marketing strategy contributes to customer loyalty.
But is omnichannel marketing just a fad that will last only a short time? Maybe it applies to just a few customers or product categories? The answer is no, omnichannel marketing is here to stay. Zendesk's research, Customer Experience Trends 2021 , revealed that 64% of customers used a new customer service channel in 2020 and 73% plan to continue using it .
