What Is Omnichannel Marketing Definitions Strategies & Examples
The pace of technological change is moving along an exponential curve. For marketers, this is a double-edged sword. On one hand, it’s becoming easier with each passing year for us to deliver on the original promise of marketing: the right message to the right person at the right time. On the other, we’re lost in an ocean of complexity — frankensteinian tech stacks, siloed data, muddled reporting, a growing list of channels, and competing views on what fundamental marketing terms mean. “Omnichannel marketing” is a great example of a term whose definition is becoming lost in the noise. Most would assume it simply refers to using more than one channel to market to a given audience. Understanding the actual definition of omnichannel marketing versus ‘multichannel marketing’ will help you think about marketing in an entirely different way and, in doing so, help you deliver on the original promise of marketing.
Omnichannel Definition: Omnichannel is a cross-channel content strategy used to improve the customer experience and drive better relationships across all possible channels and touchpoints. This includes traditional and digital channels, point-of-sale, and physical and online experiences. Omnichannel Marketing Definition: Peel back the layers and at the core of omnichannel marketing you’ll Phone number list find seamlessly integrated customer, product and sales data. This seamless integration allows for the creation of holistic customer profiles. This gives marketers both better visibility as to how customers are engaging as they move from one channel to the next AND allows marketers to create unified (or integrated) shopping experiences. Each channel works together to create a unified experience – customers can be shopping online from a desktop or mobile device, via phone, or in a brick-and-mortar store, and the experience will be seamless and consistent.
Examples of omnichannel marketing include A customer receiving a SMS message about a sale or promotion while shopping in-store A customer receiving a cart abandonment email after browsing a website and adding a product to their online shopping cart A customer receiving retargeting ads for abandoned cart products they added in-app Multichannel vs. Omnichannel Marketing Omnichannel and multichannel marketing are worlds apart, even though both focus on the use of multiple channels to reach consumers and prospects. The lines are so blurred here, and the debate so frequent, that we want to help draw a distinction between the two. Multichannel marketing refers to using more than one channel to execute campaigns. This is often done manually on a channel-by-channel basis. Content with little to no differentiation or personalization is published in every available channel with rudimental segmentation on a ‘quantity over quality’ basis.