What is Omnichannel Marketing and Why is it Important?

Omnichannel marketing is a business strategy that is based on various types of content distributed in various media with the aim of generating brand awareness and generating revenue.

Small businesses are usually unaware of omnichannel marketing or are reluctant to adopt the strategy, worried that the process will be too complex or costly to manage with a small team or without a dedicated marketing professional. Contributing to cost and complexity is the overwhelming variety of tools that traditional marketers use on a daily basis to create and manage their different campaigns.

By adopting a comprehensive marketing platform, small businesses can significantly reduce the number of applications needed to facilitate an omnichannel strategy, while achieving a powerful customer vision and alignment of marketing processes.

Right now, most mid-market and business companies are benefiting and getting a great return on investment from omnichannel marketing efforts, leaving small businesses at a competitive disadvantage, which should not and should not be the case. be the case.

By first understanding the mechanisms of this strategy, then following some basic practices and adopting holistic marketing solutions, small business owners can take advantage of the omnichannel to drive customer engagement and increase brand awareness, without breaking the bank. ‘back nor the bench.

The right tools for the job

Small businesses looking for holistic technology solutions that are easy to use and consolidate workflows and customer data are best suited for an omnichannel marketing approach. Platforms, rather than individual applications, are more valuable to small businesses, especially those like Zoho Marketing Platform, which allow users to create and manage email campaigns, social media, customer surveys, webinars, events, and more. omnichannel activities from a single interface.

The brand’s assets, including videos, documents, or presentations, are stored in a single shared space, allowing automation capabilities, pre-integrated into the platform, to trigger next-step actions, such as automatically responding to a customer service request.

Perhaps the biggest benefit of adopting a platform approach for small business omnichannel marketing is access to unified real-time customer data. Business intelligence services, many of which are automated, allow small businesses to analyze how and when and why customers engage with their brand. Based on this knowledge, companies can inform customers about a new product or upcoming event through different channels, all customized according to their unique journey or area of ​​interest.

This unified customer vision is often lacking for small businesses. As long as companies are able to deliver a steady stream of customer-tailored content and campaigns through data-driven knowledge, all-channel marketing can work for all businesses, regardless of the size of their marketing team or budget. True, this can be bypassed-but not unless you’re a techie who knows what he’s doing.

Prioritize channels and start small

One way small businesses can be more cost and labor efficient is to integrate sales solutions, such as a CRM, with their marketing platform so that everyone has a better view of existing customers and activities. in progress. Customers who have expressed a positive experience with a sales or support agent, for example, can become brand champions in the service of marketing when departments and data work together.

These customers, encouraged through loyalty programs or discounts or early access to new products, become an effective and inexpensive voice that can evangelize small businesses through various channels, whether they are interviewed for earned media placements, advocates in advertising or spokespersons at company events.

The key here is to start small, with two or three channels that have already been successful for the business, whether it’s advertising on social media and a paid partner association with a business magazine or a monthly email and lead generation campaign. SEO content. There are added benefits to adding more channels, the main one being a more complete picture of customers from which companies can better customize experiences for them.

However, the more channels are added, the more effort is needed to produce content and campaigns and stay up to date with these actions, which is why platforms can centralize customer data, automate actions, and simplify the entire process. Multi-stakeholder marketing is critical to the omnichannel. success, especially for small businesses.

Convert multichannel marketing into Omnichannel marketing

Omnichannel differs from multichannel marketing in that a successful omnichannel strategy is one that unifies multiple online and offline marketing actions so that campaigns complement each other rather than simply coexist.

A multi-channel marketing strategy, on the other hand, requires dozens of or more expensive applications, tools that are often separate and dependent on broad equipment and departments to integrate to produce useful information from customer data. According to a 2017 Netskope cloud report, the average organization uses 91 different MarTech tools to manage its business.

While multi-channel marketing seems to be only the domain of large companies, most small businesses are already attracting customers through multiple channels, even though their systems and stakeholders are not aligned.

In the end, omnichannel is a way for small businesses to unify their existing multichannel marketing efforts through comprehensive marketing platforms to deliver a better customer experience and report a more effective future engagement.

With the right solutions and a coordinated approach, omnichannel marketing can not only be achieved for small businesses, but is a vehicle for sustainable growth through more efficient and diversified campaigns.

More at:, Zoho Corporation

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