Article | August 10, 2020
Whether you’re just setting off in your career in public relations or you’re looking for a change in your communications career path, your PR journey can take many shapes and forms. From setting your sights on a particular brand or industry to joining a large company or startup, the possibilities in PR are endless.
Article | August 10, 2020
At the beginning of each year I like to take stock of the state of digital marketing and make predictions for the year ahead. For this year, one overarching theme clearly stands out: 2020 will be the year of intentional content. What does that mean? In essence, to succeed in digital in 2020, you need to focus on creating quality, purpose-driven content that connects with your target audience. I recently wrote an article about this in Expat Living , so if you want to learn more about this, go take a look before reading on.
Article | August 10, 2020
Companies with robust omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue and see a 7.5% year-over-year decrease in cost per contact. Consumers are extremely comfortable and contented with omnichannel shopping. More than 89% of customers are engaged with omnichannel and the number has been increasing gradually. As a result, omnichannel marketing has become one of the vital components of advertising.
Maintaining quality at reasonable prices is no longer the only aspect of a customer’s purchasing decision. Brands need to be present on all the platforms where there is a target audience.To put the consumer on priority in your strategy, you must foster optimistic, persistent, and unified experiences at every touch point along the customer’s journey.
Let’s examine every aspect of omnichannel marketing to understand its significance in your business and utilize it to create an exceptional experience for your consumer and maximize your ROI.
What is Omnichannel Marketing?
Omnichannel marketing is a holistic approach towards the target audience by creating a brand’s presence across multiple online and offline channels. One of the most important aspects of omnichannel is that each channel is interconnected to deliver a seamless experience and connected purchase journey. Its objective is to produce superior, first-class connections that drive your customers to take action. It’s about meeting your clientele, no matter where they are or where they go, with a consistent brand identity, message, and all-around experience.
A survey conducted by Harvard Business took 14 months to analyze consumers’ shopping behavior wherein they interviewed approximately 46,000 purchasers. They found 7% of the customers were only online shoppers and 20% of them were store-only shoppers. 73% of them used multiple channels throughout their shopping journey.
The survey found that the more channels the consumers utilize, the more valuable they proved to the retailers. For instance, the study revealed that the consumers who use more than four channels spent 9% more in the store than those who used a single channel. Due to this, the retailers had to reconsider their customer journeys and discover new ways to acquire, engage, and retain customers through positive experiences across multiple touch points.
With new marketing channels emerging, omnichannel has become the need of the hour for marketers and shift their focus from traditional marketing to omnichannel marketing strategies.
Omnichannel vs. Multichannel and Cross-channel- Differences
Marketers utilize these marketing channels interchangeably. After all, they seem to mean the same thing - using multiple channels to acquire, engage and retain your customers. But, there is a slight difference among all of them. So, let’s understand the differences.
Omnichannel marketing is a tactical approach to create your brand’s presence across various online and offline channels. These communication channels are connected, consistent, and interactive, which makes the customer journey easier on all devices.
In omnichannel marketing, the messages are consumer-centric that are created to convey personalized and one-on-one communication. And this unique quality attracts the customers to buy products or services. Omnichannel marketing has superseded multichannel and cross-channel in the last few years.
Multichannel marketing is an amalgamation of multichannel online and offline to get in touch with customers and put products and services at the right place and at the right time. However, these channels aren’t connected — they function in isolation and there is no exchange between them. The goal of multichannel marketing is to grow the reach and connect with the audience wherever possible. It is company-centric which delivers different messages on different channels.
Cross-channel marketing refers to customer-focused digital marketing techniques used by marketers globally to provide their customers with a consistent experience when interacting with their brand across multiple digital channels. Cross-channel marketing is sometimes customer-centric or company-centric depending on the requirements.
Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign.
Customer retention rates are 90% higher for omnichannel vs. single channel.
98% of Americans switch between devices on the same day.
Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel.
Omnichannel strategies drive an 80% higher rate of incremental store visits.
Businesses that adopt omnichannel strategies see 91% higher year-over-year customer retention rates compared to businesses that don’t.
Some 73% of consumers shop on more than one channel.
Almost 90% of retail leaders agree that a seamless omnichannel strategy is critical to business success.
70% of internet users buy clothing and footwear online, making clothing and footwear the most purchased item online.
By 2023, the global omnichannel retail commerce market is projected to grow to US$11.01 billion.
Companies with strong omnichannel customer engagement will see a 9.5% rise in annual revenue.
60% of millennials expect brands to provide consistent experiences across multiple channels.
Creating a cohesive customer journey across different channels is important to 86% of senior-level marketers.
Omnichannel campaigns produce a 250% higher rate of purchase frequency than do single-channel campaigns.
80% of consumers say they are more likely to do business with a company if it offers personalized experiences.
Challenges While Implementing Omnichannel Marketing Strategy
Lack of Effective Content Strategy
Content is the valuable, essential, and utmost important factor for omnichannel. A well-analyzed and creative content strategy can ensure your campaign success. Your target audience uses various channels such as social media, mobile apps, websites, etc., to interact with your brand. Therefore, you have to be extra careful while delivering messages. The quality content consists of top-notch quality, relevant information, sophisticated language, and avoid an embarrassing mistake in grammar.
Improper Utilization of User Data
When users interact with a brand, they leave data such as contact numbers, email ids, addresses, etc. However, brands don’t store or utilize it properly. According to Neustar, 60% of this data is outdated within two years. 37% of the people in the US alone change their contact details within a year, making your data obsolete. Brands need to contain the information in a unified system that they received from users to be utilized by the sales and marketing teams to deliver relevant offers to users.
A survey conducted by Yes Lifecycle Marketing says that two-thirds of marketing administrative at large companies found it challenging to coordinate campaigns across various channels. The study blames silos and organizational structure as one of the primary reasons for failure in implementation. If you want to make your omnichannel marketing strategy efficacious and profitable, you need to understand your customers’ requirements and plan accordingly. Placing your customer at the center of your strategy, leverage technology, putting relevant information, understanding buyer’s journey, providing vouchers, offers,a flaw-less content and systematic approach make your omnichannel marketing strategy result-driven.
Lack of KPIs Measurement
Four stages of a buyer’s journey- awareness, engagement, conversion, and delight are much more valuable and play acrucial role in marketers’ lives. Marketers have to ensure that the entire journey delivers a constant experience to the buyer. While marketers measure the campaign’s overall effectiveness, they fail to measure the KPIs at every stage of the buyer’s journey. This averts the marketer from deriving meaningful insights about each stage of the journey posing a challenge in improving the experience for the customer. Marketers need to evaluate the campaign at every stage instead of evaluating the results for the entire campaign.
Create an Incredible Omnichannel Marketing Strategy
You can make your omnichannel marketing strategy unparalleled, persuasive, and goal-oriented by just following these substantial steps.
Know Your Customer Better
Before executing your marketing plan, you must be aware of your target audience. Who they are? What are theirs need, their age, demographics, etc? Only then will you be able to design relevant campaigns for your customers. It doesn’t matter if you reach your target audience online or offline — it’s vital to express the unique value proposition (UVP) you provide. In addition, your UVP must be tied to a solution to their problem.
Do you want your target audience to visit your website and experience your product or service? If so, you must create an omnichannel experience that shows your expertise in your field. You need to maintain the quality of the content you are delivering your audience whether it is video, gifs, or other content forms. It should be pertinent, valuable, and easily understandable.
Evaluate Each Channel
In omnichannel, it is essential to analyze each channel’s performance. It helps to understand your marketing approach in a better way. You need to find how many channels are performing well and eliminate the channel that does not respond to your business objectives.
Put the Customer at the Centre
Undoubtedly, your objective is to sell your product or service, but your customer should be your utmost priority. You need to discover a way where you can enhance the engagement of your customers with your brand. Creating interesting puzzles, asking advisory questions, sharing fun facts, etc., shows that you are involving your target audience and giving them a value that helps build your brand.
Woo the Audience with Offers
Most marketers introduce vouchers or some interesting offers to woo the customers. For instance, you can create a campaign where you can ask some interesting questions and provide a reward. This tactic initially helps your brand to gain a maximum audience. Once you have most visitors to your website or other channels, it becomes easy to hold on to audiences.
Significant Omnichannel Trends in 2021
There are many significant channels that can help you to scale your business. Here is the list of some prominent channels.
Social Media (Facebook, Instagram, Twitter, Youtube, etc.)
Some marketers might question whether omnichannel marketing is worth it or not. Well, thorough researched data, relevant and valuable information, important marketing channels, and knowing your customers’ requirements are the key factors that make your omnichannel marketing strategy influential. It helps in every aspect. Appropriately implemented omnichannel marketing boosts your sales and conversions, builds robust connections with your customers, and enhances your brand affinity. This omnichannel marketing guide will help you to find concise and comprehensive information.
Frequently Asked Questions
What is omnichannel marketing?
Omnichannel marketing is a holistic approach towards the target audience by creating brand presence across multiple online and offline channels.
Why is omnichannel marketing important?
Omnichannel marketing superseded other marketing strategies to boost sales and conversion, build strong connections with customers, and provide high ROI. Read the above omnichannel marketing guide to understand its importance.
What tools are needed for effective omnichannel marketing?
Artificial intelligence, augmented reality, social media integration, e-commerce website, secures payment gateways are valuable tools to make omnichannel more effective and result-driven.
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"name": "Why is omnichannel marketing important?",
"text": "Omnichannel marketing superseded other marketing strategies to boost sales and conversion, build strong connections with customers, and provide high ROI. Read the above omnichannel marketing guide to understand its importance."
"name": "What tools are needed for effective omnichannel marketing?",
"text": "Artificial intelligence, augmented reality, social media integration, e-commerce website, secures payment gateways are valuable tools to make omnichannel more effective and result-driven."
Article | August 10, 2020
AI is everywhere. In ecommerce and digital marketing in particular, it’s likely you’re using AI to support your activities, whether you’re aware of it or not.
In most cases, AI supported practices are a great benefit to the business. They enable improved efficiency, a reduced administrative burden and help create more effective campaigns and services.
But Nate Burke, CEO of Diginius, a UK provider of proprietary software for digital marketing and ecommerce solutions, believes businesses could be getting more out of their use of AI. In this piece, he explains how businesses can use intelligent proliferation to their advantage and really stand out from the crowd.
Today, just about every business that has some online activity benefits from AI. Whether that’s how they appear in search engines or their social media reach, for example, AI is practically everywhere.
Generally, it works in the background and requires little input from the business, while offering some valuable internal benefits, including greater efficiency, fewer administrative tasks and more successful campaigns and services.
But with it increasingly being integrated into just about every digital tool, it’s no longer the case that AI can be used as a differentiator or a way to stand out from the competition. However, that’s not to say it can’t be.
In order to really reap the rewards of AI and place your business leaps and bounds ahead of the crowd, it’s time to start taking a more proactive approach.
Now, this might sound counterintuitive. After all, AI is supposed to relieve some of the effort and input required from you. And while that isn’t entirely wrong, no matter how much technology advances, we are all still human. And humans require some element of emotional connection with brands in order for them to create successful engagement and interactions.
Ultimately, businesses need to find the perfect balance between artificial and emotional intelligence. Activities and decisions should be supported by both technology to make life easier, and human judgement, in order for output to be received well by customers.
And this has never been more important than in the current market.
The multichannel model
Online business is thriving. The number of digitally transformed companies, online sales, ecommerce channels and engagement platforms are increasing. And businesses and consumers are adapting.
The pandemic has encouraged more to embrace the shift. But as physical retail and face to face business opens back up, the multichannel model will no doubt become the new normal. However, as well as increasing workloads for management, challenges will also exist in creating cohesive and high-quality customer experiences.
But AI integration does offer a remedy. For instance, commerce solutions provide retailers with a single, centralised platform on which they can combine activity across all sales and logistics channels, both digital and offline.
Data from all areas of the business, including supply chain, sales channels and end user experience is then available in one place. This rich data is often much more valuable due to its quality and quantity, and by leveraging AI’s ability to analyse such data, you can turn it into invaluable business insight. When translated into digestible reports, such as trends and benchmarks, you can really optimise both the business’s potential and your customers’ experiences.
This takes a lot of the guess work out of the equation, ensuring the output is just as high quality as the input, and providing an informed basis in order to justify decisions.
But, your business is yours for a reason. It’s likely you have knowledge, expertise and experience in your industry, things that AI can’t, and shouldn’t, replace. Put simply, if you don’t maintain your core data, such as product attributes and tracking information, in a timely and accurate manner, then you can’t expect AI to make sense of your mess.
Artificial vs emotional intelligence
Although data driven trends and patterns are important when making business decisions, consumers cannot be simplified to a mere statistic. Rather, their emotions and intrinsic behaviours are better understood by humans.
Therefore, business owners and employees play a vital role in interpreting such data and trends, applying their sense and experiences to really comprehend what their customers want and why. And then using this to make better business decisions.
It comes down to striking a balance between the benefits offered by AI and our own emotional judgements. This way, we can create more personal and positive brand experiences that encourage engagement.
For instance, over recent months this might have involved digital marketing campaigns that are sensitive to the current global situation, yet delivered at a time and place the data has shown you your customers will receive it.
Or, perhaps a chatbot service that utilises AI to collect basic information from a user, then passes them onto a real customer service representative who can help resolve the issue in a more friendly and sensitive manner. While the business benefits from greater efficiency, wasting fewer human resources in the initial stages of the interaction, the customer still gets the personable service they so often need and prefer.
But AI is advancing at an incredible rate. It might not be long before the technology begins to understand more complex human behaviours through verbal or written cues for example, and it will be time to readjust our practices again. However, until then, human judgement remains pivotal, even in an increasingly digital world.