Omnichannel Marketing: Creating a Seamless Experience Across Platforms

An omnichannel marketing strategy allows organisations to exceed customer expectations by establishing a seamless customer experience across platforms, writes Ritesh Ujjwal

Ever since technological advancement has barged into our lives, various industries across domains have adopted a myriad of trends. However, due to the disruption caused by the pandemic, they are in the continuous process of embracing them in the long run. In this context, we are witnessing dynamic shifts, with consumer behavior gaining significant attention. Understanding consumer perception can be an overwhelming task as it is subjective and varies from customer to customer. It is no surprise that customer experience is one of the top priorities for brands to succeed, especially in the realm of influencer marketing, which has evolved dramatically over time.

The upheaval brought on by the pandemic has significantly altered consumers' tastes and buying behaviour. In light of these events, consumers are now engaging with online influencers, and marketing firms, as well as in brick-and-mortar stores, creating new opportunities to provide an omnichannel experience. However, in today's competitive era, it has become demanding for a brand to attain consistent customer experience across all channels. So, to meet consumers' modern demands, organisations must devise novel and creative business models. This is where many marketing firms have realised the need for omnichannel marketing to maintain a consistent brand image across channels and meet customer expectations to their advantage.

Omnichannel Strategy: An Understanding and its Importance 

Omnichannel marketing emerged as the next transformation of influencer marketing campaigns, which refers to the practice of delivering a consistent and cohesive brand experience across multiple channels and touchpoints. With the aid of omnichannel marketing, customers may now not only confront the brand on whichever platform they desire, but they can also choose the platform that is most compelling and relevant to them and their requirements. According to Mckinsey's report, more than half of the customers engage with three to five channels during the whole journey, from making purchases to resolving queries. Here, to highlight this fact, it has been recognised that consumers interact with brands through various devices and platforms, such as websites, social media, mobile apps, physical stores, and more. In addition, omnichannel marketing aims to create a seamless journey for customers, allowing them to move effortlessly between channels while maintaining a consistent brand message and experience. Businesses must leverage the power of omnichannel marketing to ensure that they are tapping into the right market and reaping tons of benefits across the most effective channels.

Before delving into the importance, let's discuss some trends that we will witness in the coming future. 

Omnichannel as a new trend: With a customer-focused strategy and device-agnostic design, omnichannel will be the new trend, regardless of the channels most relevant or effective for reaching specific consumers, brand messaging will be consistent and seamless. As a result of its agile and successful characteristics, it is ready to become a new trend. 

Camera marketing on the rise: Given the changing ways to engage with customers and get the message accurately, video marketing has surged in popularity among businesses. As a result, developing video content can be a major trend and an excellent approach to connect marketing efforts across all channels and make each consumer journey as engaging as possible. 

Digital payment will be the new standard: This has become an outmoded and significant factor for firms focused on driving sales with the widespread use of the internet and smartphones. This is where organisations have adopted an omnichannel payment approach to support all payment options.

Impressive ROI: Just like any other marketing, performance-led influencer marketing has become a secret sauce for getting higher ROI since it focuses on driving actual results and measurable outcomes. This method ensures that marketing efforts are not dependent merely on follower counts or vanity metrics, but on true performance indicators that have a direct influence on the bottom line. Thus, performance-led influencer marketing can maximize ROI in today's digital ecosystem.

Whether online or offline, implementing omnichannel marketing is going to be crucial for creating the seamless experiences your customers expect.

Technological advancements have impacted the marketing realm, and now influencer marketing has also become an integral part of many brands' omnichannel strategies. This form of marketing leverages influential individuals on social media to promote products or services, tapping into their engaged audiences. 

Omnichannel marketing strategies are suitable for both small and big businesses to implement. Every company is now thoroughly aware of its customer demand and usually offers unparalleled services for desired outcomes. According to Statista, the popularity of omnichannel marketing is growing, with 67% of e-commerce companies stating omnichannel is essential to their business.

The further importance of omnichannel marketing is that it improves customer experience by matchmaking the needs of the customer and putting them at the center, enabling the business to provide a customised and cohesive approach by recognising and integrating customer data across channels. Brands can also deliver targeted messaging and relevant offers, enhancing customer satisfaction and loyalty. Businesses can leverage omnichannel marketing to witness higher sales and conversion rates than single-channel approaches. Moreover, through omnichannel marketing, brands can expand their presence and increase visibility across various platforms.

Let's delve into how integrating omnichannel marketing creates a seamless experience across platforms. 

Understanding customer mindset: This involves realising your customers' preferences, behaviors, and needs across different channels. To get every channel up and running, an omnichannel strategy requires a lot of collaboration and effort. Collect data that shows you what clients genuinely want from your networks and how they want each channel to engage with the others. By collecting and analyzing data from various touchpoints, businesses can gain insights into customer behavior and preferences, enabling them to personalize and tailor their marketing efforts accordingly. Work smarter, not harder.

Optimising Channels: In an omnichannel approach, each channel must contribute its part. It must be in sync with the others in terms of messaging, branding, and experience while being optimised to highlight its unique capabilities. By analysing customer feedback, engagement metrics, and conversion rates across channels, businesses can identify areas for improvement and refine their strategies. Regular testing and experimentation can help optimize the customer journey, identify pain points, and enhance the overall experience.

Personalisation and Targeting: Today, consumers anticipate a smooth purchasing process. This forces businesses to develop original and personalised strategies for meeting client expectations regardless of when, where, or how they purchase. This is where the implementation of omnichannel marketing enables businesses to deliver personalised experiences to their customers. By leveraging data and insights, businesses can tailor their messages, recommendations, and promotions based on individual customer preferences and behaviors. 

It is indisputably true that, as we have progressed in this digitally driven era, customer preferences in terms of buying or purchasing merchandise have made significant strides. To remain ahead of the trends, omnichannel marketing has emerged as a boon to maintain a consistent brand image across channels and match client expectations. An omni-channel marketing strategy allows organisations to exceed customer expectations by establishing a seamless customer experience across platforms, among other benefits. Thus, it is safe to say that businesses that utilise omni-channel marketing may make a significant impact in providing a smooth experience to customers across platforms.

(Ritesh Ujjwal is the CEO & Founder of Kofluence)

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.