A Beginner’s Guide to Omnichannel Marketing

Brands can maximise engagement levels by marketing consistently across various channels. The statistics confirm this, with Omnisend reporting a 494% higher order rate for marketing campaigns launched across three or more channels. What’s more, 62% of companies that prioritise multi-platform engagement report higher profit margins compared to their competitors.

Given such benefits, it’s no surprise that more brands are looking to build omnichannel marketing campaigns. Let’s explore what omnichannel marketing is, why it matters, and how to create an effective strategy for your brand.

What Is Omnichannel Strategy?

An omnichannel strategy creates a seamless and consistent experience for customers across online and offline channels. Unlike multichannel marketing—which makes independent use of multiple platforms—omnichannel marketing ensures all channels work together cohesively. The goal is to create a unified journey where every touchpoint reinforces your brand’s message and values. For instance, whether interacting with a customer via social media, email, or in-store, there should be consistency in the tone, branding, and level of service.

Realising The Potential of Omnichannel Marketing

By taking the time to develop consistency across different platforms, you can ensure seamless customer experiences. From the tone of voice to the visuals, there should be a sense of reliability and engagement with your brand. This should lead to higher levels of engagement and improve conversion prospects. Marketing efficiency can also be enhanced, with on-brand elements crafted for one platform being easily repurposed for others.

Other omnichannel marketing strategy benefits include:

• Increased customer loyalty and retention, as customers enjoy consistently personalised experiences across channels.

• Enforcement of the brand identity, with the mission, values and vision becoming more easily recognisable.

• Smooth and personalised experiences supporting differentiation in competitive markets.

• Learnings taken from each platform being applicable to others.

Key Elements of an Omnichannel Marketing Strategy

It’s vital to understand your audience for the development of consistently impactful marketing. 

Such understanding can only be gained by taking the time to find out where and how your clients exist. What are their values and preferences? What problems do they have? And what types of content do they engage with? The answers to these questions will help you in identifying the key channels and kind of presence that you should look to establish.

Of course, you’ll find audience targeting that much easier if you’ve invested in research. However, brands with minimal customer data can trial marketing across a range of platforms. Data can then be collected, helping you to identify how best to spend your time and resources. In either case, the aim should be to build a consistent presence, ensuring that your messaging and branding connect seamlessly across the touchpoints.

The best omnichannel marketing strategy results are likely to be achieved by:

• Focusing on a mixture of platforms to engage people at different buying journey stages, as follows:

  • Top of the funnel (e.g. social media platforms for visibility/engagement, SEO for better search engine rankings, and content marketing pieces focused on audience education).

  • Middle of the funnel (e.g. email marketing focused on subscribers who’ve shown initial interest, high-value blogs/white papers, and targeted landing pages).

  • Bottom of the funnel ( e.g. sales-focused landing pages, promotional emails featuring offers/incentives, and user-friendly contact/checkout pages).

• Building personalised experiences based on the data that you collect.

• Using tools such as the CRM system and analytics to keep your campaigns on track.

• Continuously monitoring and making adjustments for better levels of engagement.

Vital Agency Support

From the boost of audience engagement to the impact on conversions, you’ll undoubtedly be keen to realise the benefits of an omnichannel marketing strategy. However, you might also be daunted by the process of developing and implementing the best-fit strategy for your business. That’s where the De Bono Marketing Agency comes in. Drawing on the right blend of people, with the right mix of skills and experiences, we can help you get the best results.

Focusing on audience insight and transparent measurement, we’ve helped various brands in the implementation of impactful omnichannel marketing campaigns. As an example, we recently supported the brand transformation of Automate UK. This involved the execution of a comprehensive rebranding strategy focusing on everything from the visual identity to the communication across key channels. Ensuring consistency across all touchpoints, we were able to significantly enhance Automate UK’s online and offline presence.

Are you keen to experience similarly outstanding results with an omnichannel marketing strategy that aligns with your brand vision and goals? Well, there’s every reason to make De Bono your first-choice agency partner. Drawing on professionals with a deep knowledge of omnichannel marketing, we can help you to make a consistent impact. From audience research to brand identity development and campaign tracking, we offer support every step of the way.

Get in touch to find out more about our omnichannel marketing services.

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