From single to omnichannel marketing: uplift your strategy

In an age where consumers induce brand strategies, we all seek the same. That is something that makes our brands unique and irresistible in the eyes of our customers. Certainly, something that creates a positive and truly differentiating experience from the competition. If you are wondering what might improve in your particular case, here is a tip: invest in omnichannel marketing to deliver a seamless customer experience.

Channel strategies

However, the goal is clear – an omnichannel marketing experience; but not all companies can easily achieve it. Big are the challenges. Discover now in which type of channel strategy your business stands and how can your brand improve it!

Over time, consumers’ habits have been influencing how brands do marketing communications. Initially, the interaction between the brand and the customer was made through a single point of contact. It was either through the store, studio, hotel, or other similar. Therefore, the single-channel strategy bases on the results’ optimization in the direct relationship with the customer.

This strategy was popular as time goes by the greater sophistication of the markets and the offers’ massification went hand in hand with the growing media influences on their communication channels: press, cinema, radio, tv or outdoor. As a result,  it allowed companies to create new contact points for their brands.

However, the internets’ advent and the evolution of information technologies, more channels have joined this mix of channels. That is to say, points-of-sale online or offline and contact centers or apps, become part of the offer. Diversifying and improving consumer experience become now vital.

Therefore, with new points of contact, companies started to define new business models. And these business models would be better suited to each channel and the market. From a single-channel strategy, where there was only one point of contact, it evolved into a multi-channel strategy: multiple channels – either selling or communicating.

As a result, these strategies proved to be more attractive and appealing, conveying some modernity to businesses. Above all, it showed a greater diversity in the product/service approach!

The digitization of societies led us to a massive change in consumer habits. In just two generations, the world of market relations has radically changed. Indeed, the steadily increasing consumers’ preference for buying and searching for online information made the multi-channel model quickly become too simplistic.

Consequently, with so much information available, enthusiasm grew in companies to create strategies that link different channels. Thus, channel complementarity would reward marketing efforts and, at the same time, bring more closely the consumers on their shopping funnel journey.

In conclusion, this concept of parallel channels led marketing to a new type of strategy, called cross-channel.

As cross-channel developed, companies began to realize the limitations of it. The first challenge was regarding the communication channels living stand alone. Indeed, they lead to very different experiences within the same brand, confusing customers. Besides, as new generations enter the market, the pressure for the “here and now” and the demand for “me” knowledge has pushed brands to innovate. Then, the need to integrate the information generated across channels instantly arisen. Moreover, social networks have taken a leading role. The organizations begin to understand that meet these customers’ high expectations implies changes.

To this end, technology allied with marketing. Subsequently, solutions began to emerge to do what was humanly impossible automatically. It was then possible to cross-check and secure the information to be updated at any time, regardless of the channel that collected it. Hence, here it began the definition of an omnichannel strategy. Now, no longer the channels are the ones that make the experience. Instead, the experience is the result of a combination of multiple channels.

To sum up, there is the first level of relevance – the overall brand experience; and a second level: the channel where it unfolds. Therefore, the most effective omnichannel marketing strategy will then be one that can optimize the performance of each channel, crossing relevance with convenience.

Meanwhile, always keep in mind that the best experience that your brand can offer through omnichannel marketing it’s what will lead you to a medium and long term success!

Are your brand ready for this level of engagement? Indeed, according to a trends report, organizations with strong omnichannel customer engagement strategies retain, on average, 89% of their customers. This statistic compares to only 33% of customer engagement for companies that have a poor omnichannel strategy.

A recent omnichannel marketing report shows that automated campaigns with three or more channels yield a 287% higher purchase rate than a campaign sent by a single-channel.

From a trends report, customers that buy products/services, both in-store and online, have a 30% higher lifetime value. This statistic compares with customers that shop only by one channel.

Different channels working together offer the customer a seamless experience. So, let’s take the GETbizz platform as an example to understand how it can provide an omnichannel experience.

Firstly, GETbizz integrates data from multiple sources with direct communication channels. Further, through automatic processes, the marketing database is cleaned, hygienized, deduplicated, and normalized. A brand can opt for multiple integrated marketing channels, between Email, SMS, Push Notifications, and Direct Mail. Only by one or a combination of channels a brand can create priorities between them so that the communication is always attractive and less intrusive. Besides, companies can also integrate other touchpoints, to get a 360º customer’s view.

From all this, the GETbizz platform allows your business to be more omnichannel, engaging better your client’s communities.

Execute now an omnichannel strategy with the powerful CRM platform