Strata

We’ve really covered a lot of ground in the journey that’s been our Omnichannel Marketing 101 blog series, but we’d be remiss if we got you ready to make and optimize a great campaign without setting you up to fix some inevitable mistakes. Now that you know what omnichannel marketing is, the steps to getting started, and the most important best practices, we’re talking common omnichannel campaign missteps – from creation to execution – and how you can not only learn from them, but fix them and improve on your current campaign strategy and strategies to come. Errors during creation and execution of an omnichannel campaign can be due to a lack of data, lack of experience, missteps in implementation, or simply partnering with the wrong omnichannel “expert”. Make sure your customer’s mobile experience aligns with their in-store or in-person experience with your company.

From those two blogs, we hope you’ve seen that omnichannel marketing’s an excellent way to gain and retain customers, and that it’s maybe not as intimidating as it sounds, but does require research, planning, focus, and sometimes, a team of experts like us! Not only do you want to research and keep in mind the customer base you’re targeting, but you’ll want to examine how your customer base will experience each channel, and carefully prepare the different messages you’ll want and need to communicate to them. Make sure your team understands the value of consistent messaging and experiences, and is well trained, because “different customers will interact in different ways with your brand, and there is no one way to do it”. Have staff ready to not only provide assistance, but to welcome new customers, consistently engage them in new ways, and turn them into advocates of your brand with, like we said, consistent communication and customer experiences.

Keeping up with the campaign will help you understand where customers are connecting, purchasing, or dropping out and moving on. Keeping up with the campaign will help you understand where customers are connecting, purchasing, or dropping out and moving on. Make sure those in your company connecting with customers are trained to work across all of these possible channels, and can continually help you improve your customers’ user experiences. By investing in omnichannel marketing tactics, you’ll position your brand as a customer-centric business, which will help you pull in more consumers, increase conversions, and ultimately grow your revenue.

While omnichannel marketing, like we said above, is multiple marketing touches along the buyer’s journey, creating unified and steady messaging, multichannel marketing is interacting with potential customers on various platforms – but not necessarily messaging that’s tied together seamlessly and consistently. Use omnichannel marketing to do the following for your company… Boost customer loyalty: Ensuring consistent messaging across all platforms, and going further to offer personalized experiences for each audience member, creates a better brand image and increases customer satisfaction Improve brand recall: Making sure your brand is represented in the same way across platforms and devices can produce better customer recollection Increase revenue: Content personalization, WOM marketing, and again, consistent messaging, can help retain and attract new customers Utilize purchasing patterns: 73% of shoppers use multiple channels during their purchasing journey, so capture your current audience and expand your content to reach a broader scope of your customers To help you better understand how omnichannel marketing works, we’ve put together an example of omnichannel touchpoints along the customer journey, below: Customer receiving text message about sales promo while in store -> Customer receiving an empty cart email at checkout -> Customer receiving retargeting digital and/or print ad Before jumping in and creating the marketing touchpoints of an omnichannel campaign, think about the customer first. How about these statistics…brands experience a 287% higher purchase rate when using three or more channels, and companies with well-defined omnichannel customer experience strategies in place achieve a 91% higher year-over-year increase in customer retention rate on average.