An omnichannel marketing strategy strives to provide users with a continuous, consistent and uniform customer experience, with high customization, deployed across a variety of different platforms and devices. Customer satisfaction from a quality omnichannel experience increases brand conversion rates and affects the bottom line of any digital business. In a survey by Emarsys from 2023, about 31% of consumers testified that a personal multi-channel experience increases their loyalty to brands and motivates them to repeat purchases. Harvard found that a mere 5% improvement in loyalty increases the company's revenue by 25% to 95%!
Multi-channel marketing is critical today as customers use multiple channels to make a purchase decision, such as social networks, emails, apps, physical stores and online stores and more. Moreover, according to Google research, 90% of consumers use an average of 3 devices to complete the purchase process. Customers today expect companies to communicate with them on any channel they choose and demand that their personal experience be consistent on any channel.
Building an effective multi-channel marketing strategy is not an easy task and requires consideration of a series of challenges:
1. Getting to know the target audience, segmentation and personalization
Data analytics should be performed to identify the target audience and perform segmentations such as demographics, behaviors, preferences and purchase history. These segments are the basis for building content and personalized offers that increase engagement and loyalty.
2. Consistent branding and messaging
Consistency ensures that customers will recognize and connect with the brand on whatever platform they are on. Consistency builds trust and gives a sense of reliability and therefore increases engagement and conversions.
3. Integration of channels
Omnichannel integration will enable a smooth and efficient transition between channels while preserving business opportunities. For example, a customer who abandons a cart on a shopping site will receive a personalized email offering him a discount if he renews and completes the purchase.
4. Optimization for mobile devices
Over 92% of network traffic occurs on mobile devices, therefore, it is important to make sure that the website and emails are displayed properly and in a friendly manner on different devices and screens. It is also worth considering developing a dedicated mobile application that will improve the customer experience.
5. Involvement in social networks
The social platforms are powerful tools for connecting with the customer and therefore the content must be adapted to the unique characteristics and audiences of each social network and drive customer engagement through comments, messages and chats.
6. Continuous production of data-based insights
Einat Binyamini/PR
Data analytics technologies must be constantly leveraged to generate up-to-date insights on consumer behaviors, the performance of various channels, and the effectiveness of campaigns. This will make it possible to calibrate and upgrade the multi-channel strategy, allocate resources to the most effective channels and optimize poorly performing channels. Strategic and intelligent use of AI in general and GenAI in particular can be of strategic value in media planning, content creation and decision-making intelligence, and this must be done in a responsible and ethical manner.
7. Tests and iterations
A/B tests of different messages, channels and approaches must be performed regularly to understand which ones are the most effective among customers and to adapt the strategy to the customers' changing behaviors.
In conclusion,
In the digital age where customers demand convenience and personalization, an effective multi-channel strategy is not a luxury but an existential necessity. At stake are revenues or losses in the amount of billions of dollars, as well as the survival and growth of businesses of all sizes and types. The proven knowledge and tools for an effective strategy are available today to any company that can apply them wisely.
Einat Binyamini is the founder and CEO of the Israeli branch of the international customer experience giant Concentrix+Webhelp