When it comes to building your brand, it is imperative to promote your brand across all devices, channels, and platforms used by your target consumers (AKA omnichannel marketing). Omnichannel marketing is about catering to the consumer by creating a seamless, user-friendly experience. The focus is to create a cohesive and easy journey for consumers as they move from one platform to the next. Omnichannel marketing is especially relevant today as the average consumer uses six touchpoints per purchase (and 90% of consumers expect all interactions to be consistent regardless of the channel).
It is important to recognize that consumers can reach their peak interest level at any stage in the customer journey. By using omnichannel marketing, you give potential consumers numerous opportunities to convert instead of one or two opportunities on specific platforms. Consumers expect that if they add items to their cart online and then close the window, the cart will transfer to your company’s app. So, whether a customer is engaging with your product on social media, visiting your brick-and-mortar store, or using your company’s app, they expect to encounter a consistent and seamless experience with the same outcomes across each channel. To keep up with consumers switching between multiple devices daily, the Omnichannel strategy is ideal because it meets consumers where they want to be met, regardless of the channel.\
Still not convinced on omnichannel marketing? Here are more reasons why integrating omnichannel marketing to in your business strategy will benefit your consumers as well as your company.
You build your brand identity
If you are communicating a harmonious branding message across all platforms, you create a recognizable brand image. This repetition reinforces your brand message to the consumer which leads to easy brand recognition and loyalty. Companies that execute strong omnichannel consumer engagement have 89% greater customer retention rates compared to companies with weak omnichannel customer engagement.
You create positive customer experiences
Omnichannel marketing prioritizes each interaction between the customer and your brand. By prioritizing these interactions, you’re creating a bond with consumers that leaves them with a positive experience. In turn, this will lead to consumers seeking out your company in the future.
You increase customer conversions
Since the customer has multiple platforms to engage with your business, it also increases their chance of conversion. Businesses that utilize omnichannel marketing have a 250% higher frequency of completed purchases than businesses using single channels.
No matter what type of business you run, omnichannel marketing is the best tool in establishing a cohesive brand identity. If your business needs help creating a successful omnichannel marketing strategy, set up a free consultation with Oster and Associates today!
