Article | June 10, 2020
For website owners, no two days are alike. You spend much of your time sitting in back-to-back meetings answering emails and Slack messages when you can while trying to stay on top of your endless list of responsibilities. Somewhere in there, you build relationships with your team members, keep your organization’s strategic vision on track, and watch industry trends to keep your company competitive.
There’s now an additional challenge: juggling all those tasks while working remotely, possibly home-schooling your children, and sitting a few feet away from your significant other.
Article | February 12, 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 | July 26, 2021
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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"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."
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"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 | October 12, 2020
Servicing - It is the Keyword of all the keywords for businesses. Have you ever wondered the reason phrases like “the customer is always right” or “the customer is king” are often quoted by industrial leaders? The answer to this question is that increasingly, the customers have become the main advocates of selling your products.
Customers have become one of the most primary marketing tools for businesses across the globe. As the buyers and potential customers are increasingly expecting more knowledgeable insights about the services and products offered by businesses, it is the customers whose advocacy matters the most.
Businesses are actively putting their happy customers at the forefront of their marketing campaigns and potential customers to present the value of their services and products. Advertising satisfied customers in creative ways like community marketing, testimonial videos, interactive stories, customer blogging, etc., has become as imperative as ever for businesses. Some businesses take it even a step further by participating in consortiums, communities, associations, and guest speaking at big events in the industry.
Hence, the marketing & sales teams and leaders across every industry have been trying to fill in the increasing demand for showcasing more customer advocates.
Now, the main question in mind for many people is how exactly to fill in this demand and capture more customer advocates? Is it through providing incentives to the customers? Is it some other way? Let us understand the crux of what makes customer advocacy a major draw and answer these questions along the way.
Customer Advocacy - The What and Why of Its Significance
The definition of customer advocacy is putting in immaculate focus on the needs and requirements of the customers. The customers in 2020 are smart and have many other alternatives to avail the services or products you are selling. Hence, the conception of pulling a fast one over any of your customers just to make easy money is not even an option in today’s age. In a marketplace with intense competition, businesses have no other choice than to provide exceptional customer services and experience.
It is no surprise that word travels at the speed of light in the age of social media, and any review can go viral worldwide in an instant. Therefore, customer advocacy programs have become such an integral part of businesses, providing them with a competitive advantage and acting as a secret weapon for increasing customer servicing standards in the industry.
Best Ways of Generating Innovative Service to Capture Customer Advocates
The paradigm shift in the demands of the customers in today’s age has urged businesses to dig deeper into customer insights and find the best ways to enhance their customer experience. To optimally achieve exceptional customer servicing, businesses need to be creative, intuitive, and innovative with their strategies, which would subsequently help them in generating customer advocates. Here are some of the best-proven ways to ensure peak service innovation:
Deliver on Your Promises and Acknowledge Your Mistakes: Many businesses lost sight of the primary goal of offering promises to their customers - They must be delivered on. An undelivered promise will leave a much worse taste in the mouth of a customer than lousy servicing. Hence, acknowledging your mistakes (if you make any) is a crucial part of generating customer advocacy, as it establishes trust within the customer of expecting complete honesty from a business. Building a solid foundation based on service, customer experience, responsive delivery, and in-person experiences are the main pillars of building customer advocacy.
Know the Problems of Your Customers: Market research is, perhaps, one of the greatest tools for gaining informative customer insights. An industrial leader once said that “The most important thing you can bring to a dialogue with me is knowing my problems”. This is the exact thing that the customers are looking for from businesses. Developing a customer as a viable reference requires businesses to know everything about their problems, their needs, and their expectations. Once a business knows all of this, they can excellently service their customers.
Customer References Should Be Put Together with Their Peers: Executives and managers who might be dealing with similar issues as the customers should relate to your firm for presenting a holistic view of their experience and expectations. So, how can your business connect these two forces you might be wondering? The most convenient way to connect them is via live events, the Internet, teleconferences, consortiums, and events. Here, they can not only connect, but also exchange their ideas while learning various new approaches to customer servicing.
Smartly Market Your Customers: Case studies and whitepapers are the primary sources of marketing for many businesses. Smartly incorporating customers’ achievements in advocating your business and their testimonials can pull in a much bigger number of prospects for businesses. Prospects are not looking for exaggerated descriptions of the services offered by your firm, but the real-life applications of them, which grounds the services and presents them with a real oversight of what to expect.
Coordinating PR Messaging along the Lines of the Customer’s: Customer advocacy has the word “customer” in it for a reason. Aligning your PR messaging with what the customer wants to convey about your business is very imperative. These customers will be providing their time to advocate for your business. Hence, it is important that the core takeaway of the PR messaging is properly aligned with what the customer wants to advocate about your business.
Success is a Two-Way Street: As mentioned previously, it is important to emphasize the fact that the customer advocates are devoting their time and resources for your business. Hence, their expectations for your business succeeding is for the obvious reasons. If your business falls in the category of an SME, then you are more likely to thrive for a longer time. If your business falls in the category of a large enterprise, then you are more than likely to invest your capital in product development and market research for enhancing the services your business provides. Therefore, do not feel intimidation in asking for legitimate reference support, even from your customer advocates.
Now that you are aware of how to implement innovative service for generating customer advocates effectively, all that remains is for you to practice the techniques. Businesses should understand that getting advocacy from customers is significantly different than getting purchases from them. Fresh value propositions, along with optimum future involvement, is the key to getting customer advocates. Embracing this is the most important step in realizing the true potential of the customers, and it can help your business in recording exceptional growth.