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. For a business aiming to provide an omnichannel customer experience, this could look like setting channel-specific goals for social media, email campaigns, mobile app, customer service, brick-and-mortar stores, and any other marketing channels.
  • Measurable: It’s important for objectives to be quantifiable so that their success can be measured afterward by analyzing data. This way, the business can refocus its strategy accordingly if needed.
  • Achievable: Objectives must actually be attainable and within the business’ capabilities of achieving. It would be a waste of time, energy, and resources for a business to work towards reaching unrealistic goals.
  • Relevant: The objectives a business sets must remain relevant to its mission, core values, priorities, and the brand experience it promises to provide its customer base.  
  • Time-Bound: Setting deadlines for an objective ensures allocation of adequate time for planning and implementing a strategy. It also allows for observing whether the objective was met within the set timeframe, and if not, determining why and adapting marketing efforts accordingly.

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.

Segmenting audiences is when businesses divide their large audience into smaller groups to ensure marketing efforts will be relevant and effective for each group. Traditionally, marketing teams have mostly based audience segmentation on demographics, such as age, gender, and location.

However, even two customers who have similar demographic characteristics and reside in the same area can have vastly different life experiences and perspectives. Therefore, 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:

1. Awareness: The customer is looking to make a purchase and becomes aware of a brand and the product(s) they offer. Social media, digital or offline advertisements, and email marketing are just a few examples of the various marketing channels they can gain this awareness through.

2. Research: Once aware of the brand’s presence, the customer researches the brand and/or product to gain more information. This research process may include visiting a website, checking out social media accounts, reading user reviews of products, and various other methods.

3. Consideration: The customer compares the brand and/or product with different options in order to determine what suits their needs and preferences best. This might lead to them engaging further with the brand to help make up their minds, such as signing up for newsletters to be alerted of future sales and promotions or calling customer service to ask questions.

4. Purchase: The customer decides to purchase the product and completes the transaction. This transaction can occur through various different channels, such as digitally through a website or mobile app, or physically in-store.

5. Post-Purchase: The customer journey does not end after they purchase a product. There are still valuable post-purchase touchpoints where brands can engage with their customers to ensure they regard their shopping experience positively. This can include steps such as providing easily accessible tracking information for delivery, thanking them for their purchase, and asking for their feedback once the product has been delivered.

6. Brand Advocacy: This is the final stage where after providing positive customer experiences, the brand obtains loyal customers who are likely to make repeat purchases and recommend them to others, organically increasing customer reach. It is important for a brand to foster these relationships by providing their loyal customers with personalized offers, loyalty programs, and various other perks to make them feel appreciated.

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 experiences.

The omnichannel customers of today have unique demands, preferences, and responses to scenarios. It’s important for businesses to embrace their customers’ individuality and provide them with offers that are mindful of their situation, circumstances, and behaviors. 
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

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. 
Integrating inventories across all touchpoints is only one example of what a brand needs to do in order to provide a consistent customer experience.

Cultivating Relationships with Customers

Customers prefer for businesses to know and care for them. 

Let’s say that a customer is experiencing problems with a product or service, so they email customer support and explain their issue. If their issue is not resolved, now they have to resort to another channel, such as calling customer service, to solve their problem. It can be discouraging having to explain everything all over again. Rather than seeking a solution, the customer might just give up on the whole interaction.

However, if all channels are interconnected, then when the customer calls customer service, they will be met with a representative who has already been made aware of the issue and is ready to help. The customer can rest assured knowing that the business is taking their problems seriously and working hard to resolve them.

Other ways to make customers feel special can include acknowledging their past purchases and rewarding loyalty with personalized offers.

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.

Omnichannel marketing tools can empower businesses to segment their audiences based on various important factors, craft personalized customer journeys, and achieve consistency in all marketing channels to provide seamless customer experiences.
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 is another institution that benefited from utilizing EVAM’s omnichannel marketing capabilities to form more meaningful connections with its large customer base. The first and largest digital insurance marketplace in Turkey, Sigortam.net has had a 40% increase in insurance renewal rates after working with EVAM.

Bora Uludüz, the CEO of Sigortam.net, has stated:

“As Sigortam.net, we serve 7 million customers, all with ever-changing needs and circumstances. Thanks to Evam’s real-time data processing technology, we’re able to carry out real-time scenarios that can address those needs and circumstances with the right offers and create a better customer experience overall.”

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

Writer

Evam Team

Contact us: marketing@evam.com

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