When it comes to digital marketing, there are three main channels. These include social media, online search, and display. Research shows that most customers hop multiple channels to buy what they need. That is the reason omni channel digital marketing is the need of the hour.
When it comes to Omni Channel Marketing marketers need to focus on online and offline channels to engage their target audience with seamless customer experience. The marketing strategy should be to give customers more control over the buying process and in doing so, allow them to engage with the brand anywhere and anytime.
Brands and marketers agree that omni channel digital marketing should cover not just websites but also mobile advertising, PPC, social media, and more. It works to increase customer engagement, ensure customer loyalty and results in higher revenue generation. So, if you are a digital marketer, here are some omni-channel digital marketing tactics that you shouldn’t hesitate to use.
Chatbots
Thanks to Facebook Messenger, chatbots have surged in popularity. Nearly 1.3 billion people use Facebook Messenger across the world and this number is still growing. Messenger is designed to help brands and companies interact with their target audience. You can use omni channel automation to automate the chat to inform your brand, new products, help in product selection, and more.
When you begin using chatbots, you will find that you get a high response rate. Research reveals that the response rate is nearly 4 to 8 times higher than what you would get with email marketing. With the help of chatbots, you create a stellar omnichannel experience and drive your target audience through the sales funnel more efficiently.
Push Notifications
If you are struggling to get traffic, facing cart abandonment, or want to increase the visit duration of visitors coming to your website or eCommerce store, you should think of using push notifications. In omnichannel marketing, this is one strategy that can be successfully employed with minimal effort.
Push notifications can be extremely useful when you want to send reminders to your customers about an upcoming sale or promotion. These notifications can also help reduce the rate of cart abandonment by sending gentle reminders to customers to complete their purchases. They are designed to grab the attention of users and compel them to act. Hence, they tend to be quite successful.
Text Messages
eCommerce stores tend to gain the maximum benefits from text messaging. You can use omni channel marketing automation to schedule the text messages and personalize them to communicate with your customers.
Text messages allow you to confirm purchases, provide shipping and delivery notifications, and also request feedback so that you can improve your service. Some eCommerce retailers also use text messages to reduce shopping cart abandonment by sending automated messages. If the customer responds, you can incentivize them by offering a discount or getting a live person to resolve issues that are preventing them from completing the purchase.
Augmented Reality
This is the latest technology to make waves in digital marketing. In augmented reality, you can overlay the visual layer on top of the user’s experience. For instance, if a person wants to buy a new sofa for their home, using augmented reality, you can show them how the sofa would look in their living room.
Using augmented reality, customers can bring products to life and make an informed buying decision. They can get a 360-degree view of the products and also check how they will look when they buy them. You can customize AR technology so that your eCommerce store stands apart from the competition.
Visual Search
While visual search is not a standalone strategy, it can be extremely effective. As the term suggests, the search results are displayed visually. When it comes to an omnichannel eCommerce platform, visual search can simplify a search for products and quickly showcase products to prospective buyers.
Visual is a great way to maximize the use of the search option on your eCommerce and display relevant results to visitors who have the intention to buy what you are offering. It makes use of deep tagging to show results, which can be a single product from one category or multiple products from the same category.
Things to Note
To make sure that your omni channel marketing endeavors are successful, you have to consider the following:
Focus on Customer Experience
Digital marketing is about creating superior customer experience. Your digital marketing campaign needs to determine what is the best for your customers and then provide it to them. Remember that you cannot do this alone. You need all the departments to collaborate to ensure optimal customer experience.
Take a Data-centric Approach
If you want your omnichannel marketing to be a success, optimize the use of your data. You will have data from multiple sources about your target audience. It will include their profile, search and buying habits, demographics, and more. Analyze the data so that you not only understand your target audience but also know how they engage with your brand. Once you know this, you can create an effective marketing strategy across all channels.
Target and Personalize Your Messages
Divide your customers and subscribers into groups based on their profiles, levels of engagement, and shopping behavior. Then you can target each group with personalized messages. Not only will this evoke a better response but it will also make it easier for you to send out the messages. You can use omnichannel marketing automation for this purpose. Automation ensures that your target audience gets the messages at the right time and via the right channel. It has been observed that location-based advertising gets the best results.
Customize Your Buyer’s Journey
When you analyze data and divide your target audience into groups, you will get to know their entire buying journey. That, in turn, will allow you to create personalized messages to facilitate that journey. Your messages should not just promote sales and offer a discount but you should use them as a way to engage your audience. That will foster customer loyalty and lead to repeat buyers. Remember, that on each channel, you should personalize the messages.
Provide Superior Customer Care
If you work hard on omnichannel marketing but do not provide the right customer care experience, your work will go to waste. If you are using push notifications, make sure that they are properly targeted. Otherwise, your customers will find it a nuisance and it will lead to a negative customer experience. Use chatbots and live customer care agents to handle queries and provide information that people are looking for. Make sure that your response is quick. If possible, handle it in real time. This will create a positive customer experience and demonstrate that you care about your users.
Provide Multiple Payment Options
Remember not all customers will have credit cards. Hence, you should offer a wide range of payment options to suit different customer segments. Along with credit cards, you can think of accepting eWallet payments, cryptocurrency, and debit cards. Offering multiple payment options makes it more convenient for your customers and also reduces the chances of cart abandonment.
The Bottom Line
These are some of the omni channel marketing strategies that you can use across all channels. It is advisable to use omnichannel marketing automation so that it lessens your load and makes your marketing efforts worthwhile.
