Online marketing approaches can change quickly, so it is essential to stay on top of the trends to give your business a step up above the competition. With an abundance of platforms for your business to be found on, it is only expected that the newest trend in marketing involves tying them all together and making it a personalized experience. Our content marketing services Canada experts believe this new type of marketing can help to build brand loyalty.
Omnichannel marketing is an integrated approach that gives customers a personalized experience across various platforms. This can include Facebook, Instagram, email, SMS, and even brick-and-mortar.
A Personalized Approach
It is not only highly personalized, but it is also consistent, updated regularly and based on the customer’s needs. It offers customers a seamless experience across all channels and presents the information at the right time. In other words, it is a way to deliver curated content, offers, and recommendations based on their preference, at the exact moments they are most likely to buy.
By keeping in lock-step with the shopper at every stage of the buying process across every platform, you can help drive sales. Unlike segmentation that directly advertises to customers based on other customers like them, omnichannel offers a marketing approach designed specifically for them. This creates a unique shopping experience created with a specific customer in mind.
Omnichannel marketing is so effective because shoppers want a personalized experience. Experts have found that more and more, people feel that they want to be known by the brands they support. People remember brands that engage with them. With so many choices now in the marketplace, it is vital to connect with customers on a personalized level.
While some shoppers tend to be wary of brands collecting their data, they also appreciate it when it saves them time shopping. A recent Google study found that 32% of shoppers want retailers to remember past sizes they have ordered, while 33% would appreciate recommendations based on past purchases.
Omnichannel marketing is a way of helping eCommerce merchants grow locally. It also holds an enormous opportunity for brands to increase a customer’s likelihood to continue shopping after an initial purchase. With a personalization strategy, brands can tap into shopper predictions and preferences that help persuade them to continue with multiple purchases. For example, a discount can be sent to a shopper in the way they prefer to interact. One shopper may receive a discount via email, while another may get it through SMS.
Focus On Customer Experiences
With the massive shift towards digital over the past couple of years, companies are requiring a new level of collaboration between eCommerce and brand leaders. With omnichannel marketing, it is essential that the marketing for a brand is not disjointed across different platforms or in brick-and-mortar locations. By shifting focus to customer experiences and understanding your buyer persona, you will deliver the right message to the right user through the proper channels.
Omnichannel marketing is growing rapidly, and one of the most advanced tools is mobile location data combined with first- and third-party audience data. For example, with geofencing marketing or mobile GPS, your cell phone will know you have just stepped into a shop. These customers can now be targeted during the “moment of truth” as they make the decision whether to buy the product. Just be warned this technology can have the ability to turn some consumers off. Be sure to get shopper consent by using store WiFi or when a user downloads an app. It is then that it will make sense to the customer that they would receive an offer or suggestions because they are an active participant.
With technology expanding at a rapid pace, it is vital to keep your business up to date on the latest in marketing strategies. Our content marketing services Canada experts are always looking for the latest developments to help keep your business ahead of the competition. Contact us today for help building your customer brand loyalty.