Omni-channel Marketing: What is it & Why you need it

You may have heard the term omni-channel buzzing around more recently, and for good reason. As the way consumers interact with brands continues to change, omni-channel marketing fosters personal relationships between the two.


What is omni-channel marketing?

Omni-channel marketing is a customer-centric approach to strategically delivering a seamless, integrated and consistent experience for customers along the path to purchase.

Consistency is paramount to omni-channel marketing. To make your brand recognizable, it needs to have uniform messaging across all touch points. This way, wherever your customers go, they find a fluid brand experience.


How is it different from multi-channel marketing?

A multi-channel marketing strategy focuses on maximizing the performance of each channel –brick and mortar, web, mobile, social, etc. This strategy utilizes multiple channels but they don’t necessarily provide the same experience or interconnect. Omni-channel focuses on the customer’s mindset in that channel and engages them in relevant harmonious messaging at the right time and the right place rather than simply engaging the customer across various platforms.


Why is omni-channel important?

Customers are more empowered than ever before they have come to expect a cohesive experience every time they come in contact with a brand. The good news is, we have the power to deliver a heightened sense of familiarity to our customers with a omni-channel approach. Absorbing one message while on the web searching for a product and the same message while in-store purchasing leaves them feeling satisfied with a strong sense of trust in their brand experience. Trust, as we know, is a huge motivator for brand loyalty.


So how can you use an omni-channel approach?

The first step is to determine your customer’s journey: which communication channels are they using at each point during their journey and how do they like to be interacted with at each of those points? Utilize your customer data to personalize the message and channel to the individual.

It doesn’t stop there. This also applies to internal teams as well. Customer service calls, online chats and in-person interaction can also effect a customers brand experience and should all fall into your omni-channel plan. Customer-facing employees must understand your omni-channel marketing strategy and be working toward the same goal of providing a consistent, seamless experience to your customers.


In the end, whether you’re a B2C or B2B marketer, if you’re thoughtful in your approach and masterful in your execution, your customers will appreciate your consistent and relevant brand experience making them want to come back for more interactions.