Definition and Scope
Omnichannel marketing places primary focus on the customer by linking data from all points of customer contact (email, web, display ads, mobile app, voice, direct mail, physical store) in a CRM system or martech stack, enabling the customer to enjoy a personalized experience that is seamless between channels.
Here's an example of an omnichannel campaign in action: a customer walks in the vicinity of a coffee shop that she frequents often. She receives a text-based offer for a discount in the shop, goes in, and uses the discount to buy coffee and breakfast. That's an optimal blend of online (mobile) and offline (store) channels that drives store traffic and revenue while at the same time enhancing the customer experience. It also illustrates omnichannel's ability to engage the customer and drive customer action in real-time.
Omnichannel has the potential to impact a wide range of B2B customers: 79% of business buyers and 67% of consumers use multiple channels to complete a single transaction, according to the State of the Connected Customer report from Salesforce. The better marketers can serve these customers, the better it is for their business in terms of:
- Revenue: A Harvard Business Review study found that customers who engage in omnichannel spend 10% more for online purchases than customers who engage in only a single channel. The average order value is 13% higher in omnichannel than in a single-channel engagement, according to Omnisend.
- Engagement: Customers who engage with three or more channels are 90% more likely to come back for another purchase, also according to Omnisend.
- Loyalty: Customer retention for omnichannel brands is 66%, compared to 35% for single-channel campaigns.
- Inventory control: An omnichannel strategy makes it easier for businesses to optimize stock levels because of its holistic view of customer activity, especially purchases.
Omnichannel differs significantly from its predecessor, multichannel marketing, which typically entails reaching out on several channels with the same message to reach as many prospects as possible. Customer engagements are siloed, so the website doesn't recognize purchases made in a store or mobile app and can't tailor experiences accordingly. This can result in style or tone-of-voice inconsistencies between channels, information gaps from one channel to the next, or customers frustrated by the need to use multiple channels if that's not their preferred approach.
Summary: A Powerful New Option
Omnichannel has secured a prominent role in marketing campaigns aimed at awareness and thought leadership. But its core traits – cohesive UX and unified customer data in the martech stack – make it a compelling option for demand gen campaigns as well.
We believe those benefits will become increasingly clear in the year to come, broadening the scope of omnichannel and providing a potent option for marketers to expand their demand gen toolkit.
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