How to Coordinate an Omnichannel Marketing Approach
Consumers interact with various platforms and media – online or otherwise – throughout their customer journey with a brand. Companies that leverage omnichannel marketing strategies put themselves in an improved position to reach those consumers across different touch points, creating unique and varied experiences as consumers encounter your brand. While it takes some time and effort to develop a practical omnichannel approach, it is well worth it, both in the short term and for years to come.
Let’s discuss some key points when coordinating an omnichannel marketing approach.
Creating an Omnichannel Marketing Strategy
As a preliminary step, it’s vital to create an omnichannel “framework” —a comprehensive marketing strategy that puts the customer experience first and aims to achieve a cohesive experience across several platforms and forms of media.
An omnichannel strategy can manifest in many ways. For example, think of a company with a well-known branding campaign. They may use the same tagline, messaging, and even color schemes (where applicable) across several touchpoints: TV commercials, radio spots, banner ads on the Internet, etc.
The objective is to convey a clear brand position to customers no matter how they interact with the company. Of course, in many cases, the impact of the marketing material itself is enhanced when delivered across multiple channels, such as when consumers interact with audio and digital ads on the same day.
Mixing and Matching Platforms
Effective omnichannel marketing relies on building quality ads across and on those respective platforms, conveying the company’s brand message through their unique lenses. It’s no secret that consumers interact with different forms of media in different ways, so companies must lean into each platform’s unique strengths.
Some research indicates that audio ads may be up to 36% more memorable than video ads. Why? One major factor is that consumers may be more apt to pay attention during sponsored podcast messages than commercial TV breaks. Many listeners view those messages as part of the overall experience and less as an unwelcome distraction. In this scenario, businesses that adapt their audio messaging to fit a more attentive audience will likely see a solid investment return.
The point is that it’s vital to intentionally “mix and match” platforms so that they provide the maximum impact for your marketing efforts. That way, you can leverage different platforms’ strengths to catch customer attention or highlight your product’s benefits to fit that specific audience’s needs.
What to Keep in Mind When Developing an Omnichannel Strategy
There are a few key points to keep in mind as you explore different approaches to developing an omnichannel strategy. For instance:
- • Understand your customers’ needs and interests. It’s essential to have a firm grasp of how your typical customers will interact with your brand and what they’re looking for when they do so. For example, if you’re a B2B company targeting professionals in a specific field, it may be counterproductive to invest heavily in marketing on TikTok instead of LinkedIn.
• Emphasize marketing context. Every platform in an omnichannel framework should play its unique role in your overall strategy. Ensure you and your teams understand those roles and how their context should inform your marketing materials.
• Coordinate across internal departments. For an omnichannel approach to truly work, your organization must have internal alignment. For instance, your sales and marketing teams must be on the same page regarding moving qualified leads through the sales funnel. How can marketing best prepare a prospect for a sales conversation? When should sales take over a lead? These are the kinds of questions you must answer internally for the best results.
• Utilize marketing technology. Lean into automated processes when human intervention isn’t required. Also, leverage analytics data to help you fine-tune your tactics and reshape your strategy as needed.
• Use responsive web design. One of the most practical things you can do to make an omnichannel approach work is implementing responsive web design on your site or sites. So many consumers interact with brands via mobile devices that designing your site to adapt to each device type improves efficiency and customer experience.
Benefit from Omnichannel Marketing
Omnichannel marketing can improve customer experience and increase customers’ chances of finding value in your brand messaging. It does take a significant upfront investment, but it is well worth it in the end. Finally, for best results, consider working with an experienced media partner who can help you navigate the intricacies of an omnichannel strategy. Your brand will reap benefits for years by leveraging an effective omnichannel approach.
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