Marketing Strategy

Why you should engage in an omnichannel marketing strategy

Working online is a no-brainer.  It is the most powerful route to the biggest market.  However, you should not discard your graphic printing services.  Reaching out to your audience with an omnichannel marketing strategy will be your most powerful approach.  Here we explore how to make the most of an omnichannel marketing strategy for your business.

Omnichannel versus multichannel

Although both omnichannel and multichannel marketing requires you to use many different approaches to reach potential customers.  However, there are some subtle differences in methods.  Multichannel refers to communicating with the customer through various platforms, whether it is your store, a printed ad, a promotional event or more.

Omnichannel takes this idea of many platforms to the next level.  If you are an omnichannel marketer, you are using many platforms to create an integrated experience.  The client approaching you on a mobile device should have a similar view in your store and recognise the approach in your printed marketing. Communication with the organisation will feel seamless.

Customer-centred

Engaging your clients in an omnichannel marketing strategy positions your customer at the core of all you do.  As you want these people to have a single view of your business, you need to think about what standard details will move across your organisation. Multichannel approaches will instead put the channel at the centre of marketing strategies.  For instance, your approach to social media will be dictated by the site you use – and the design of your store will be focused on the product you are delivering.  Omnichannel approaches require a subtle shift to always considering the customer first – and making your strategy coherent across the channels.

Consistency rules

You may be drawn to those moments of ostentatious design on a television ad or a poster.  However, if your marketing choice steps outside those expected, you are not following an omnichannel approach.  You should be diligent in maintaining the same messaging across your marketing.  You are working with the heightened sense of familiarity – you are hoping that the recognition of your brand approach will be instantaneous because the customer sees it wherever they go.

An effortless experience

Having lots of platforms for your customers feels like you are making it simple to contact you.  However, if the client needs to adapt from one channel to another, you are feeding in a level of effort that is not desirable.  Instead, you want the similarity between channels to create a shorthand that reduces the effort in the customer experience.  The more energy required from an individual must apply, the more likely they will fall out of your sales funnel.

Connect your analytics

You want your customer to have a single view of your organisation.  However, you also want the opportunity to have a single view of your customer too.  There are tech solutions available that help you to track a customer through different channels with your company.  If you send an email to a customer and they click on a link, this action can be recorded.  The customers’ interaction with your website can also be tracked, as well as any conversations with your customer service team.

This all might sound a little creepy.  However, the data provided is an illustration of customer actions – not the individual customer.  This helps you to design an experience that reacts to the level of interest in your client.  For instance, if your customer spends a minute or more on an item in your online store, you can automate the delivery of an email that reminds them they were interested in this item.  Such technology automation is a reason to create a loyalty system.  You can track exactly what customers are interested in buying and tailor your offers to the individual. 

The power of omnichannel strategies is most powerfully demonstrated here.  As the customer engages across your channels, you can continue to offer them a bespoke experience.  Data from all your silos, from your sales through to your customer database to your click-through information can all be collated to provide analytics and automation that could powerful improve your marketing and sales approaches – as well as your product development.

Summary

Although the success of omnichannel approaches is accessed through consistency of experience, the power is in its ability to individualise your work with clients.  The more effortless you can make movement between channels, the more data you can collect to form a single view of your customer.  You can then communicate with your audience in a more individualised fashion while maintaining the consistency of your message, font, design, user-journey.

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