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What is Omnichannel Marketing?

As businesses seek a more seamless customer experience, the importance of omnichannel marketing is becoming more apparent. As Rytis Lauris, CEO of Omnisend, said, "Omnichannel marketing helps brands create the messages that customers want to see, when they want to see them, and on the channels they prefer the most."

When you get this strategy right, you'll experience higher conversion rates and an optimal ROI.

Whether you primarily focus on email marketing, digital advertisements, SEO marketing, direct mail marketing, or some other channel, the combination of these channels yields the highest engagement rates. For example, on average, companies with omnichannel customer engagement strategies retain 89% of their customers, compared to a 33% customer retention rate for companies with weak omnichannel strategies. 

Tweaking your current approach to prioritize omnichannel marketing could make all the difference. Here's why and how to get started.  

Table of Contents

What is omnichannel marketing?

Data from the¬†Harvard Business Review¬†shows that around 73% of customers prefer shopping through multiple channels. The study of 46,000 shoppers proves that omnichannel retailing works ‚ÄĒ but how do you reach those customers?

The definition of¬†omnichannel marketing¬†is a marketing strategy that creates positive, consistent customer experiences across connected marketing channels. The key is to implement a marketing strategy that includes channels that are not siloed ‚ÄĒ you want them to influence one another to achieve optimal success.¬†

A classic example is digital vs. direct mail marketing. Many business owners view these two channels as one or the other, focusing on which of the two is a more optimal choice. However, omnichannel marketing is less about which is better and more about how they amplify one another. With this strategy, marketers can boost conversion rates by 40%, increase website visits by 68%, and increase leads by 53%. 

What is the purpose of omnichannel marketing, and does it work?

Regardless of your omnichannel marketing platforms, the ultimate goal is to promote your brand using strategic, unified messaging. 

One of the primary purposes of omnichannel marketing is to meet consumers where they are, with the right message, at the right time. For some, that means focusing on omnichannel email marketing and omnichannel direct mail. For others, omnichannel social media is imperative to their success. The channels you integrate will depend on your goals and your customers.

A prime example of this strategy is the success ThirdLove found thanks to automated direct mail-based lifecycle campaigns. Users that had unsubscribed from email communication were targeted using direct mail. They have revolutionized their omnichannel marketing strategy by adding this channel to the company's arsenal. 

This case study is just one of many showcasing the power of combining the digital and physical realms. Customers you risk losing can be retained by altering your marketing channels. You can also win new business by embracing new marketing channels. 

When creating your omnichannel marketing strategy, remain mindful of the following elements:

  • A consistent brand tone and overall vision
  • Personalized messaging based on specific interests or behaviors
  • Content that is driven by past interactions and the customer's current buying journey

Recommended resource: The Modern Marketer's Guide to Omnichannel Marketing

What is omnichannel for digital marketing?

If you're wondering, what is omnichannel digital marketing, the answer is fairly straightforward. It involves the methods you use digitally to promote your brand. The vast options range from websites to content marketing, email to digital advertising. 

As you adopt omnichannel marketing, it becomes apparent that a cross-channel strategy is crucial to your success. If each channel operates in a vacuum, you will miss opportunities to improve the customer experience, drive sales, and more, all of which influence your ROI and bottom line. 

To create the perfect digital marketing omnichannel experience, list the channels you'd like to try. For example, would you like to incorporate an omnichannel content strategy with a core focus on omnichannel content management? Are you more interested in the power of social media omnichannel tools and how they can be implemented into your omnichannel direct mail strategy?

As you view these channels as an overall omnichannel digital marketing strategy, pinpointing how they connect, you'll enjoy significant cost savings, greater consumer insights, the benefits of personalization, and much more. 

Combining digital and physical channels 

One of the most common channels is email. Omnichannel emails fit into most strategies simply because they are flexible, effective, and continue to produce an impressive ROI. This approach works just about anywhere within the customer funnel. However, there will be some customers who don't respond to emails. So, it's up to your to close the loop.

Customers are becoming more aware, seeking out omnichannel experiences. One study found that over¬†85% of consumers¬†prefer interacting with brands using digital and physical channels ‚ÄĒ a preference consistent across all generations. That stat is powerful, yielding immense opportunity.¬†

For example, when considering direct mail in omnichannel statistics, it's tough to ignore how effective this channel is. Data shows that direct mail has a¬†130% higher response rate¬†than email ‚ÄĒ that figure triples when a customer has previously interacted with your brand. So, if they already receive emails from you or follow you on social media, personalized direct mail can majorly impact the customer's journey.¬†¬†

How does omnichannel marketing work?

How omnichannel marketing works is not a black-and-white scenario ‚ÄĒ there are many options, some of which are more effective than others. The best approach for you will depend on your goals and your customers.¬†

The first step is to understand your customer. What are their pain points? What do they love? What platforms are they using? How do they interact with your brand? These are the types of questions you'll need to ask. The answers will help you identify the best channels based on customer experience variables, such as relevance, consistency, convenience, etc. 

Once you better understand your customers and their behavior, you can segment your audience to create a more personalized journey. This approach is where the power of omnichannel marketing comes into play. The last thing you want to do is send the wrong message, to the wrong audience, at the wrong time. You'll also want to invest in automation tools that allow you to optimize your marketing budget. 

Read more:¬†10 B2C Marketing Automation Tools To Try ‚Äć

Why is omnichannel marketing important?

Omnichannel marketing is vital for many reasons, one of which is creating a more positive customer experience. When you learn to combine several channels effectively, you can meet your customers are every stage of their journey. This approach will allow you to boost retention rates, reduce churn, drive sales, build stronger brand awareness, and more. 

You will gain access to the previous touchpoints along the customer journey by implementing an omnichannel strategy. This insight creates better synergy across your entire business, resulting in more personalized, cost-effective solutions. 

For example, a customer might visit your website after seeing an ad on Facebook or Instagram. They then browse your products, adding items to their cart. However, they don't immediately checkout. Based on your data, you can reach out to that customer via email or direct mail, providing an offer, such as a discount on their order. If a customer got a personalized postcard in the mail, they are already aware of your brand. This strategy will allow you to remain competitive in crowded markets. 

When exploring some omnichannel marketing examples, it's clear that who you are as a business will matter when deciding on the best channels. For instance, CPH, an insurance company, leveraged direct mail to increase retention rates, whereas Booking.com could drop fake booking rates by 97% using direct mail. These companies prioritized direct mail as part of their omnichannel strategy but experienced different outcomes based on their objectives and unique business models. 

What is the difference between multichannel and omnichannel marketing?

Multichannel and omnichannel are two different beasts. Unlike omnichannel marketing, multichannel marketing involves several disconnected channels that customers can use independently. In contrast, omnichannel marketing is an integrated, seamless experience made possible across multiple channels, devices, and touchpoints. 

A multichannel and omnichannel marketing strategy can leverage the same channels. However, omnichannel marketing's primary objective is to create a seamless customer experience. By breaking down silos, you can maximize the power of personalization. 

So, the main difference is that with omnichannel marketing, channels work cohesively, increasing transparency. Also, the customer experience remains consistent across all channels, supporting the growth of your brand and business. When your goal is to be more accessible across online and offline channels, ensuring an integrated, seamless experience, an omnichannel approach is your best option. 

Related:¬†The Ins and Outs of Omnichannel Communication in Marketing‚Äć

Final thoughts about omnichannel marketing

Getting started with an effective omnichannel marketing strategy can be overwhelming, but it doesn't need to be. Whether you're interested in the possibilities associated with omnichannel and social networks or would like to prioritize more physical marketing channels, there is no better time than the present to get started. 

Companies across all industries are experiencing the benefits of automated direct mail, implementing this unique channel into their omnichannel marketing plan. Automating this process can accelerate time to value and reduce costs. 

The mail you create is connected, personalized, and measurable so that you can optimize campaigns, adjusting your strategy across time. You will see how channels support one another, putting your marketing budget to work. For direct mail, Lob will help you every step of the way. 

Lob is the only automation platform that effectively transforms direct mail into intelligent mail at scale. Over 12,000 innovative companies choose Lob to ignite the possibilities of direct mail, and you can start benefiting too. If you're ready to explore the possibilities associated with direct mail as part of a larger omnichannel strategy, contact us for more information and to schedule a demo with a Lob expert today!

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