Have you considered an omnichannel path to purchase? What about omnichannel consumer behavior and omnichannel lead generation? Well, you should! An omnichannel marketing strategy is one of the most effective advertising tactics in the market today.
Every brand should have an omnichannel strategy to increase brand awareness, visibility, leads, ROI, and more. According to V12, customer retention is one of the most significant benefits of omnichannel marketing. Not only do businesses with omnichannel customer engagement strategies retain nearly 89% of their customers but those without only typically retain 33%.
Here's why you should get started sooner rather than later.
Not to be confused with multichannel — a process in which you leverage multiple channels to reach and resonate with customers — omnichannel creates a seamless cross-channel buying experience by going a step further and keeping every touchpoint with consumers consistent.
Take, for instance, an omnichannel outreach plan. The approach ties together email, phone, and social media strategies, keeping each interaction with current/potential customers consistent and memorable. This will be significant in the coming years since 74% of consumers expect consistent interactions across departments and channels.
If you're looking for a way to increase your marketing efficiency, you will need omnichannel marketing in your mix. Consistent messaging and branding across all platforms will allow you to reach a more significant portion of your target audience because consistency generates higher brand recall and recognition.
One academic study published in the National Library of Medicine reported that "when stimuli are learned by repetition, they are remembered better and retained for a longer time." In marketing, consistent repetition through multiple channels will speed up the process by increasing impressions in a shorter time while creating more memorable experiences.
Using an omnichannel approach to build consistent and meaningful relationships is a great way to reach new audience segments and boost your sales. After all, consistency improves your reputation and what customers can expect from you — in turn, allowing you to comfortably expand into other business ventures with customers willing to give your new lines a chance.
How this allows more growth and revenue:
As Business News Daily so insightfully points out, your initial target market often shifts as your business evolves, leading to opportunities for expanding your target audience and reaching new audience segments. When you open those doors, you increase growth and revenue by attracting new customers to your brand that are more open to all your unique offers.
Omnichannel helps you build a more in-depth understanding of your audience to better connect with them. Start by creating a personalized buyers' journey to learn more about what stage of the process they are in, how that impacts their decision and relationship with your brand, and what you can do to appeal to each stage.
With that knowledge, you can enhance audience engagement by personalizing your messaging and interactions with consumers to create more meaningful conversations and bonds. In turn, you'll benefit from their trust in your brand.
Note that typically, engagement is a challenge if vying for customers' attention against the competition. However, omnichannel means your brand will be everywhere, cutting through the clutter and getting your brand straight to the right people.
Did you know that omnichannel consumers have a 30% higher lifetime value than their counterparts? By leveraging multiple channels and staying consistent/true to your brand, you can retain more of your customers and build lasting impressions and relationships with them.
This is because:
For better revenue, however, you will want to think of this as a long-term strategy rather than a quick way to reach your audience. Consistency can boost recall and recognition in the short-term, but when leveraged in the long-term, you can benefit from so much more loyalty, trust, authority, credibility, etc.
Just look at brands like Nike and Coca-Cola!
According to Analytics Partners, brands that embrace omnichannel in their marketing mix increase their return on investment (ROI) by at least 32% compared to those that don't.
More specifically, omnichannel boosts sales and revenue in the following ways:
If you're looking for the best way to boost your sales and revenue, partner with McClatchy for an expert omnichannel marketing strategy. For optimal results, you need a media partner to ensure you're using only the best channels for your business and best practices unique to each initiative.