What is omni-channel marketing?

Chances are you’re already very familiar with multi-channel marketing, using various tactics to reach your target audience.  An integrated approach to marketing is what helps deliver a consistent message, however a customer interacts with your brand.  Now, there’s a new phrase appearing in the marketing lexicon, and that’s ‘omni-channel marketing’.  Here’s what it means.

What is omni-channel marketing?

Omni-channel is a way to use lots of different channels to enhance the customer experience regardless of what method the customer chooses to interact with you. This means that the experience is completely seamless and of the same consistent standard whether a consumer visits your premises, shops online or accesses your business by desktop, mobile devices, social media or telephone.

While multi-channel marketing helps to engage with customers through different platforms, omni-channel marketing goes one step further. Omni-channel marketing creates a consistent experience across every channel, so it becomes accessible and convenient for everyone. This allows customers to transfer through the process on a range of devices and via different channels.

It is this level of seamless integration which can help to bring detail to customer excellence and an improved level of personalisation.

Improving your omni-channel experience.

  1. Review
    Firstly, you need to test your current experience and review the channels you use and how they align. You need to consider all channels from a customer perspective. Do you make it easy for everyone to have an excellent customer experience, however they interact with your brand?
  2. Analyse
    Measure all of the possible data that you can. Analysing performance and customer habits can help you to see the change in experience for clients. You may be able to spot areas of weakness and channels that you can capitalise on. Analysing customer data through different channels will help you to tailor your marketing messages to suit the personality of the customer.
  3. Address
    Once you have data on customer behaviour, you need to address their needs. Content marketing is still critical; however, omni-channel marketing allows you to answer customer needs with content that is exceptionally relevant. Your content can help to address the customer personally. For example, providing content on the product that they have added to their basket but haven’t got around to purchasing, yet.
  4. Listen
    Omni-channel marketing means listening to client needs. For example, holding the same information when customers access your site via their mobile, tablet or desktop. For instance, regarding e-commerce, recently viewed or basket items should be seen on every customer device. Often customers will change devices for different tasks. Make sure you are listening to their needs, showing helpful reminders and offers as well as making everything as easy as possible for them.

Omni-channel marketing is a relatively new buzzword but one which makes complete sense from a customer experience point of view.  If you need help with integrated marketing for your business, please get in touch.