One of the biggest challenges for brands is ensuring that each prospect or customer receives a consistent and coherent message regardless of their channel. It’s not unusual to have different teams working on email messaging, print ads, social media, website advertising and even in-store promotions, making it all-too-easy for the messaging to become fractured and inconsistent. Smart marketers are looking for ways to leverage their communications across each channel so the message stays on-point regardless of how a prospect is interacting with your brand.
Do You Need Omnichannel or Multichannel Marketing?
Understanding the differences between omnichannel and multichannel marketing is a good starting point, but the simplest explanation lies in how you interact with your customers. With an omnichannel strategy, the customer is truly the entire focus for the brand, with each interaction building on and seeking to improve that customer’s unique experience. With multichannel marketing, the consideration is how to push a similar message to several channels but you’re not necessarily able to incorporate customer feedback into the selling process.
Leveraging Omnichannel Marketing and Engagement
While it requires a great deal more time and commitment to execute, brands are shifting to omnichannel marketing as a way to engage more deeply with customers and create positive momentum for their brand. See how marketing automation and data integrations can help you unleash the power of true omnichannel marketing and communications for your brand.
1. Shopping Carts That Follow You
How many times do you have something in your Amazon cart on your phone and then get distracted? Your expectation is that the same item will be in your shopping cart when you visit the site from your laptop later. This is the simplest example of an omnichannel customer experience and one that most people expect to simply work. With more than 75% of B2B purchases now being completed online, the most successful businesses take this concept to the next level and utilize marketing automation to trigger emails or SMS text messages that something is still in your cart.
2. Cross-Channel Support
Are your chatbots and customer service reps fully in sync? Creating a cohesive experience requires seamless communication between Facebook Messenger requests, your site chatbot and phone support. This may seem more operational than marketing, but each interaction builds towards a sale — or a repeat customer — making it extremely important from the marketing perspective.
3. Personalized Follow-Up
When customers make a purchase, do they all receive the same generic “Thank You” note with their receipt, or do you go the extra mile and help them become delighted with their purchase? Marketing triggers allow you to identify buyers of a specific widget and then deliver specialized information that helps the buyer get the most out of their purchase.
4. Segment Your Audience
Are you dropping people into specific marketing “buckets” once they make a purchase or take an action on your website? If not, you should be! This micro-segmentation of your audience allows you to provide the most relevant content to individuals based on the activities that they are taking across your brand’s engagement channels.
5. Create Behavior-Triggered Emails
Did a known customer or prospect interact with a specific page on your website, yet navigate away before making a purchase? You can create an email series or advertising that will help the buyer through the next stage of their buying journey. This could be anything from an email that provides more insight into the product and rave customer reviews or discount codes on their purchase.
6. Remove Barriers and Frustrations
Up to 90% of customers are using more than one device to complete a single objective, which makes it imperative that even small brands are tightly managing their customer experience. This is best accomplished through an integrated marketing technology stack, something that can be challenging to build considering the marketing technology landscape now covers a mind-boggling 7,000 software solutions. Finding just the right option can feel overwhelming, which is why many organizations are turning to outsourced marketing technology partners for support.
If you’re struggling to pull together all of these disparate systems and data streams or are still trying to implement a robust marketing automation platform, you’re not alone! Thousands of brands are looking for highly technical support to get the most out of their marketing platforms, and are turning to Apeak Solutions for support. Whether you’re driving new engagement through marketing automation or want to harness the power of artificial intelligence and insightful business analytics, contact the experts at Apeak Solutions today at 603-658-0989. Our trusted, vetted marketing experts can work side-by-side with your team or take on specific tasks such as setting up automation workflows and triggers in the most popular marketing software platforms. See how we can extend your marketing team and ensure you are getting the marketing technology ROI that your business leaders expect!