Marketers today are familiar with the concept of ‘Multichannel Marketing’; its when brands interact with potential sales leads on various platforms; including print ads, landing pages, trade shows, direct mailers, social media, etc. It’s the backbone of an integrated marketing campaign.
More recently, marketers have been throwing around another buzzword when talking about providing ‘a seamless experience’ for their customers: ‘Omnichannel Marketing’. When we as marketers implement an integrated campaign, we're already doing our best to offer a consistent experience—after all, that’s just good branding. So, what exactly is omnichannel marketing and how is it different than what you’re currently doing?
Omnichannel marketing refers to a business delivering a consistent and uninterrupted brand experience across all channels and devices a customer uses to interact with them. In a way, you are creating a one-on-one experience that follows your target user through their buying journey.
You are probably familiar with the concept. Imagine you are at work and looking for a new payroll company to partner with. You come across a business, but leave the site halfway through filling out the form. The next website you go to will show an ad highlighting that payroll company’s latest marketing resource. At lunch, you are scrolling through your Facebook feed, when lo and behold — a sponsored post pops up from that same payroll company. You may even get an email from the company, asking you where you went before you finished the form.
Basically, omnichannel marketing is magic.
Not really. But, omnichannel marketing is the next wave of a deeply personalized campaign. John Bowden, Senior VP of Customer Care at Time Warner Cable explains it this way:
“Omni-channel…[marketing]…is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Simply put, omni-channel is multi-channel done right!”
For businesses with large sales cycles, this is a good solution for sales teams who are used to courting a customer over a 6- or 12-month period. It’s a natural way to keep top-of-mind between touchpoints.