Reaching the right customer at the right time is paramount for business. And, that’s what marketing is! Marketing is one of the most important verticals, and significantly influences the success, or results of the strategy. Therefore, it becomes important to achieve and execute a sound strategy of marketing for business.  

Though there can be as many marketing strategies as one can think, establishing a stable, and interactive, presence across different channels of marketing is often said to be the right shot. But, Are you sure your marketing strategy would reach the right customers? Or, Do you know where your customers would exactly be?  

No one does! And, that’s why Omnichannel marketing becomes significant!  

What is Omnichannel Marketing?   

Omnichannel marketing is a detailed, and engaging strategy that takes into account all marketing channels. Be it the traditional way of marketing, or leveraging modern means of marketing, omnichannel marketing includes the execution of campaigns, and movements all over the channels a business considers.  

“Omni-Channel Marketing , for me, is simply about messaging alignment in an orchestrated communication to the customer!” 

~Ryan Phelan 

Vice President 

Global Shared Services, Acxiom 

So, if you are perplexed if traditional marketing or digital marketing is right for you, we suggest you play with omnichannel marketing first to identify the insides of your target audience, prospect business performance, competitors, and other critical verticals.  

But, is omnichannel marketing that sure shot game?  

Yes, only if done in the right way! It is often said that the potency of omnichannel marketing lies in its right implementation. And, that’s where its four pillars come into play! Let’s discuss each one in detail!  

• Visibility 

Think of yourself as a customer. Now, if you want to make a purchase or avail of any service, you would surf online, run some inquiry sessions, maybe visit a store, and then decide. Or, maybe you just surf online and decide on the first recommendation!  

As a customer, you are unpredictable, and so is the target audience of most businesses! And, that is why visibility is important!  

The first pillar of omnichannel marketing is visibility; of the customer journey! As a business, if you want to leverage omnichannel marketing, it is important you map your customer’s journey. How many customer contacts on which channels, or from which marketing channel do you get the maximum growth. This can also help build up a customer persona.  

“According to a report from Omnisend, it is estimated that marketing strategies that focus on three or more channels earn 287% higher purchase rate!” 

So, gather tools that let you increase the visibility of customers on different channels. Comprehend the data, take calculated actions that help you surface insights, and develop a better omnichannel marketing strategy.  

• Measurement  

No campaign or marketing strategy is successful without measuring the impact, and result. And, this is the second pillar of omnichannel marketing; Measurement of effect!  

It is said that to know how, and to what extent your omnichannel marketing strategy is working, it is important to continuously monitor and record the effect. How many customers did your business require from which channel? What time is the best time when customers engage the most or accept your product’s deal? Which are your best-selling products, and from which means of marketing? And so forth! 

“In a study from Aberdeen Group, it is found that companies which follow robust omnichannel marketing retain 80% of customers compared to other companies who retain only 33% customers with crippled omnichannel marketing!” 

And, that’s what measurement can reveal! It is like diving into the deep end of your business. This helps in customer acquisition, management, and even retention!  

• Personalization  

No matter how strong your marketing strategy is if the customer doesn’t feel entertained, and attended it is frivolous. And, that’s what makes Personalization an important touch, and the third pillar of omnichannel marketing!  

“No matter what, and where your customers reside, it is said that 90% of customers prefer consistent interaction from the business or brand!” 

And, that too with a touch of personalization. Though one might think it is brutally tough for a business to maintain personalization with omnichannel marketing, there are immense tools, and software to do the same. Social media analytics, real-time personalization software, Customer Relationship Management platforms (CRMs), and whatnot!  

Not only these, but one can also invest in CPaaS services from providers like Voxavlley to give your business a touch of personalization.  

• Optimization 

The fourth, and probably the most important pillar of omnichannel or any sort of marketing strategy is Optimization.  

It is said if you don’t know how to optimize, the gathered data, analytics, and insights into the customer market are all worthless. But, if you know how to optimize, you can soon experience growth, and improvement in business.  

So, leverage the tools, gather data, and optimize. Identify where you can improvise, where customer experience is suffering, and optimize customer journey end to end. This would help you gain immediate growth, and streamline your business operations as well.  

It’s about winning the market with Omnichannel Marketing!  

If there’s one thing omnichannel marketing certainly ensures, it’s winning your business market. Be it your niche or wide product market, the omnichannel market helps you reach the right customer, the right palace, that too at the right time. Increase your chances of getting considered by your customer, and win your customers.