Omnichannel Marketing Strategies for Seamless Experiences

In a fast-paced world where customers expect businesses to be able to cater to their ever-evolving needs with ease and swiftness, embracing a customer-centric marketing approach becomes necessary.

Adopting an omnichannel marketing strategy that prioritizes customers’ preferences and needs proves to be the most efficient and effective approach to increasing customer loyalty.

In our previous blog post, we went over what omnichannel marketing is and discussed its benefits for better customer engagement. Now, we will take a look at how businesses can craft an omnichannel marketing strategy that allows them to offer customer experiences that are timely and best meet customers’ needs.

The Steps to Build an Effective Omnichannel Strategy

An effective omnichannel engagement strategy can help businesses create meaningful and long-lasting relationships with their customers. In order to implement such a strategy, a business must ensure it follows these 4 crucial steps:

1- Setting Clear Objectives

The first step to crafting a perfect marketing strategy is to clearly define a set of objectives that are Specific, Measurable, Achievable, Relevant, and Time-Bound (S.M.A.R.T).

• Specific: In order to avoid confusion and miscommunication, a business must set specific objectives.
• Measurable: It’s important for objectives to be quantifiable so that their success can be measured afterward by analyzing data.
• Achievable: Objectives must actually be attainable and within the business’ capabilities of achieving.
• Relevant: The objectives a business sets must remain relevant to its mission, core values, priorities, and brand experience.
• Time-Bound: Setting deadlines for an objective ensures allocation of adequate time for planning and implementing a strategy.

2- Segmenting Audiences

After defining a set of SMART objectives, it is time for a business to determine who its target audience will be for its omnichannel strategy. That is where audience segmentation comes in.

However, it is not enough to rely solely on demographic data to determine customer expectations. Businesses must factor in additional elements such as customer preferences, values, and behaviors.

3- Mapping Out the Customer Journey

Mapping out each step of the customer journey and identifying all touchpoints your customers engage with makes it easier to find gaps or room for improvement in each of them.

The 6 typical stages of a customer journey are as follows:

• Awareness: The customer is looking to make a purchase and becomes aware of a brand and the product(s) they offer.
• Research: The customer researches the brand and/or product to gain more information.
• Consideration: The customer compares the brand and/or product with different options to decide what suits their needs.
• Purchase: The customer decides to purchase the product and completes the transaction.
• Post-Purchase: The customer engages with the brand positively after the purchase, ensuring a smooth experience.
• Brand Advocacy: The brand gains loyal customers who are likely to make repeat purchases and recommend them to others.

4- Embracing Personalization

After setting smart objectives, segmenting audiences, and outlining the stages of the customer journey, a business must use the data gathered from these steps to personalize its customer interactions.

Omnichannel personalization is proven to boost customer engagement, with additional benefits such as increased ROI, higher conversion rates, increased sales, and reduced churn rates.

The Key to Creating Seamless Omnichannel Experiences

Businesses must prioritize consistent messaging, cultivate relationships with customers, and provide engaging experiences tailored to their needs.

An omnichannel customer engagement strategy centers the customer’s satisfaction above all else. That’s why it’s crucial to provide customers with a shopping experience that is consistent and streamlined across multiple channels.

Matt Moorut, principal analyst for Gartner for Marketers, highlights that frictionless omnichannel experiences empower businesses to provide more purchase and fulfillment opportunities and allow their customers to switch between various channels smoothly without losing their progress.

The two key components for creating seamless omnichannel experiences are consistent messaging and connecting with customers.

Consistent Messaging Across All Touchpoints

The information a business provides must be consistent across all platforms.

Imagine a customer who is looking at an online store to purchase a pair of boots. The website states that while the boots are not in stock online, there is a pair available in the correct size at a physical store. The customer takes time out of their busy schedule and travels thirty minutes to the store, only to find out that the information on the website was outdated, and that the boots had been sold a few hours earlier.

This interaction would naturally leave the customer with negative feelings towards the brand and might cause them to stop shopping from them altogether.

Cultivating Relationships with Customers

Customers prefer for businesses to know and care for them.

For example, if a customer is experiencing a problem with a product or service and needs assistance, they will expect that any brand representative they interact with is already aware of the issue and working on resolving it.

How an Omnichannel Marketing Platform Assists in Implementing a Strategy

A good omnichannel marketing software will help businesses craft a strategy that prioritizes connection and effective communication with their customers.

EVAM Marketing Suite will combine data from multiple sources such as already existing databases, as well as customers’ behaviors and responses to different scenarios, and perform smart customer segmentation for contextual marketing.

Based on these audience segments, businesses will be able to take personalized actions for each group. EVAM’s AI powered capabilities and automation tools will allow businesses to determine which offers would resonate best with each customer and offer uniquely tailored campaigns for each step of the omnichannel customer journey.

Successful Examples of Omnichannel Engagement with EVAM

EVAM has successfully assisted companies in various industries such as banking, telecommunications, and retail to increase customer engagement by embracing omnichannel marketing strategies. Here are some examples:

• Home Credit: is an international finance provider that currently operates in various countries in Europe and Asia. Ever since partnering with EVAM to provide their customers with omnichannel experiences, Home Credit has observed a significant boost in conversion rates and an increase in revenue.

• Sigortam.net: Turkey’s first and largest digital insurance marketplace. After working with EVAM, Sigortam.net observed a 40% increase in insurance renewal rates.

Ready to Be the Next Success Story?

Learn how EVAM can help you craft the perfect omnichannel marketing strategy for your business.

Contact EVAM for a demo.