Traditional marketing approaches may not cut it with today’s consumers who expect personalized, relevant content. This means organizations must know what type of content their customers want, how often they want to receive it and which channels they prefer for interactions. In other words, marketers must deliver the right offer at the right time on the right channel, or risk losing a sale—or worse, losing the customer.
That’s why companies taking a modern approach to engaging customers are using omnichannel marketing, which offers a way to uplevel and unify what many organizations are already doing across their marketing efforts.
THE VALUE OF OMNICHANNEL MARKETING
According to McKinsey, “Omnichannel is a customer-centric approach in which all channels are integrated so the customer has a unified and consistent experience whether they are at a physical store, using an app or on a website.”
This type of marketing also helps ensure a brand’s message is the same, regardless of when or where it’s shared. “An omnichannel approach to marketing allows businesses to deliver a consistent and seamless customer experience (CX) across all the channels customers use to engage with their brand, both online and offline,” according to Digital Marketing Institute. “It ensures customers have a positive experience on each channel, while acknowledging all their previous touchpoints with your brand.”
Brands that engage in omnichannel and personalized marketing have been shown to:
Increase revenue by 6% to 10%
Build 1:1 customer relationships
Outsell competitors by 20%
Omnichannel marketing also eliminates gaps in customer outreach by integrating various channels, including social media, and connecting customer experiences. This is critical because a coordinated approach can nurture customers and drive business.
For example, 38% of TikTok users—approximately 52 million people across all generations—go to a restaurant or get takeout after seeing a TikTok video about it. Omnichannel marketing can integrate social media success with other desired actions, like encouraging customers to sign up to be on an email list after watching a short food video.