What Is Omnichannel Marketing and Why Is It Effective
Every day, shoppers are inundated with new ads across all their devices and channels, from YouTube and TikTok to CTV and emails. Each digital channel presents an opportunity to connect with potential consumers through compelling brand messaging and creative, but it is necessary that brands offer a seamless cross-channel experience from one ad to the next.
Omnichannel marketing is a strategy that aims to provide a unified, seamless, and consistent brand experience to customers across all marketing channels. This can include websites, social media, apps, email outreach, and beyond.
Three primary marketing strategies can help marketers understand the benefits of omnichannel marketing.
The omnichannel approach ensures there is a seamless customer experience across all channels. It allows each of the platforms to work with each other — not against each other — to ensure brands are reaching the largest audiences with the most compelling creative and messaging.
The messaging is seamless because customers want consistent and authentic brand experiences. However, each channel’s creative and messaging are optimized accordingly.
Omnichannel marketing strategies can help boost your return on investment (ROI) through expanded reach, more robust shared data, greater brand visibility, more cost efficiency, and boosted audience engagement.
Let’s dive into how each area of your campaign will be elevated using this strategy.
Whether your customer abandoned a cart on your site or via TikTok, omnichannel marketing will use customer data to target high-intent audiences with campaign creative that resonates with them.
For example, if someone purchased a blouse through your TikTok account, the omnichannel approach would target them with ads featuring similar items on social media, the site, and other paid social channels to create a consistent experience with your brand.
This strategy enhances customer engagement because they see ads across the web based on their activity, in any capacity, with your brand. The delivery will be customized, meaning they won’t be bogged down with the same exact ad on every platform — but they will still be relevant to the consumer.
Similar to expanded reach, an omnichannel approach gives your brand more visibility. Since shoppers will see your digital marketing, they’ll have more opportunities to engage with your brand.
An effective marketing campaign strives for customer retention and acquisition, which comes from creating a personalized experience with your brand and meeting customer needs.
This personalized experience can look like ads targeted to mothers of young children, with ads based on their engagement with new products on your site. On their Instagram page, they’ll see an ad for the toy they plan to buy for their kid or a juice they’ve researched and wanted to try.
With various channels of outreach come different channels for collecting customer data. The omnichannel approach will collect data across different channels to create a customer profile. This approach shares data from one channel to inform media spend, targeting, and creative strategy on another.
Using this approach will diversify your data collection touchpoints and enhance the profiles created for each customer. This data will then be able to identify digital channels to advertise on and inform which messaging and creative should be shown to each shopper.
By looking at the holistic picture, you can better optimize your marketing mix for efficiency and profitability.
Your marketing efforts can see much more progress when touch points move from cold outreach to consistent warm outreach.
Your marketing team can use omnichannel marketing to diversify your marketing mix based on shared omnichannel data to ensure you’re not overspending on any one particular channel. You can use the data to make your channel diversification more efficient.
For example, if ad costs are too high on Meta, you can leverage TikTok to reach the same audiences at a more affordable price.
Omnichannel marketing allows you to share data across channels to better understand your audiences and optimize messaging. It gives you a more holistic view of your shoppers across all platforms, allowing you to fine-tune messaging and creative to ensure you’re engaging each audience.
Syncing data across channels and creating a well-oiled omnichannel strategy takes time and knowledge. You’ll need to know the strengths and weaknesses of each channel, how to distill all the data collected into usable ad campaigns, and how to sync your strategy across the board.
It’s important to consult with experts like MuteSix because our intricate knowledge of omnichannel marketing can help set your results apart from the others. If you want maximized customer acquisition and retention, lifetime value, and more, an agency well-versed in cross-channel synergy is critical
MuteSix’s dedicated teams of subject experts work together to share key learnings and data across all digital channels to maximize success across the board.
Through a combination of customer journey mapping, advanced analytics, and agile creative testing, MuteSix leverages key insights to ensure campaigns meet customers where they are on their purchase journey.
Here are some examples of successful omnichannel marketing strategies with MuteSix:
Dave, a well-known banking app, decided to refocus their marketing strategy after receiving a 500% increase in app downloads working with us on their initial plan. Since Dave is within the financial industry, they’re unable to target based on demographics with Meta, so we had to get creative to create an effective outreach campaign.
Across our different expert-led teams like Paid Search and Paid Social, they effectively developed a strategy to make the most of every touch point. With TikTok alone, they saw a 300% increase in spending.
With Little Words Project, MuteSix developed a comprehensive omnichannel strategy across Facebook, TikTok, Google, and Email. We inherited their campaign after the iOS14+ updates, making our impact that much more important.
We increased monthly ad spend by 415% in Paid Social and 186% in Paid Search and provided 37% of overall revenue contributed with our Black Friday/Cyber Monday email campaigns.
MuteSix accelerates growth for disruptor brands through real-time marketing that solves for customer, market, and brand needs.
Leveraging data-backed, omnichannel media buying, growth marketing, and creative strategies, our team of forward-thinking experts scale brands to success faster and more efficiently than any agency can.
Ready to grow your brand? Reach out today for a consultation to see if you qualify for a free omnichannel marketing audit.
Sources:
What is omnichannel? | TechTarget
What Is Omnichannel Marketing? | Wharton Online
What is Omnichannel Marketing? Definition & Strategy | Amazon Ads