Omnichannel marketing. It sounds like I made it up. It sounds complicated and like hard work...but like all good things that come with a effort it reaps the best rewards. Omnichannel marketing is a marketing strategy that carries one idea or campaign across multiple platforms for users. It has been shown to increase sales, raise awareness and drive new customers to your business.
Why? A study by CitixSys
found that 92% of people use more than one channel when they are specifically searching for a product or service. For example: When dining out in Sydney I used Zomato
to find the most popular restaurants in my area. After choosing a couple of places I'm interested in I switch over to The Urban List
searching for their reviews or opinions of these places. The process continues, but I'm sure you can see the trend.
The important aspect to note is not that I'm overly fussy with where I eat when I go out, but rather the number of channels I go through to find a business and become a customer of theirs. If a business doesn't have multiple channels, the perception is that they might not be as established as their competitors or they may be no good at all. Consumers are more than ever researching, comparing and reviewing businesses, products and services. People want a seamless experiences. They want a story to tell. They want more information than ever and they want it wherever they are.
So if you want to use this idea to increase the website traffic, in-store visits or sales overall the best advice we can garner is that; Digital marketers MUST use more than one channel when building an online presence. Using platforms that are industry appropriate is vital, but a presence on essential or must have apps and websites will be a necessity to survive into the future.