In 4 Steps to a Successful Omnichannel Marketing Strategy
Jessica Weidenauer5/26/2023
We show you how you can better understand customer needs with omnichannel marketing and increase your sales figures.
Table of contents
- Why is omnichannel marketing important?
- What are the goals of omnichannel marketing?
- What are the advantages and disadvantages of omnichannel marketing?
- A clear strategy is the key to the success of omnichannel marketing. Without a strategy, you may have difficulty creating seamless customer experiences, promoting customer loyalty, and ultimately achieving your business goals.
- IKEA is a good example when it comes to a successfully deployed omnichannel marketing strategy. They serve both online and offline channels, allowing the customers to choose which step along the
- All three aim to reach customers across different channels. Although they share some similarities, there are also differences between them.
- To ensure successful omnichannel marketing, the
- Omnichannel marketing promotes a uniform customer experience across all digital and offline channels, even if the customer experiences are fragmented and disjointed. Greater customer loyalty, higher sales figures, better brand awareness and a better understanding of customer needs and preferences are possible as a result. However, it also requires careful planning and implementation, as integrating different channels and creating a seamless shopping experience for customers can present a complex challenge.
Imagine the following scenario: You browse online for new sneakers and add a pair to your shopping cart in your favorite online shop. But now you decide against buying them. You'd rather try them on in the store first and compare prices in other shops. Later you see an ad on social media for the sneakers you didn't buy. Some people might scratch their heads about this, but after this article, you'll know that this is a classic example of omnichannel marketing.
Why is omnichannel marketing important?
Customers move across different digital and offline channels, such as social media, websites, mobile apps, and physical stores, before completing a purchase. If companies view these channels in isolation and do not provide consistent experiences, this can lead to confusion and frustration among customers. In the worst case, they lose interest in your products and switch to the competition.
Another challenge is that not every customer feels addressed with the same measures along the individual Customer Journey. This is where omnichannel marketing comes into play. If companies offer a series of seamlessly integrated channels that correspond to customer preferences and guide them to the most efficient solutions, scalable personalization is possible.
Recommended Content Marketing Software
Recommendable content marketing software can be found on our software comparison platform OMR Reviews. There we have listed over 250 content marketing tools that support the creation and/or distribution of content on various channels and platforms. So take a look and compare the software with the help of authentic and verified user reviews:
What are the goals of omnichannel marketing?
The goal of omnichannel marketing is to provide seamless customer experiences across all digital and offline channels that your company provides for customer interactions.
To successfully implement omnichannel marketing, your company must be able to collect and integrate data from different sources. Only in this way can you get a comprehensive picture of how your customers interact with you on which channel.
The use of customer profiles is essential, as information from different channels come together here and help you to play out personalized offers and recommendations. At the same time, the customer loyalty is improved as customers only receive content that is relevant to them.
Companies must also ensure that their IT systems are capable of processing and analyzing data in real time to respond quickly to the needs of customers.
What are the advantages and disadvantages of omnichannel marketing?
Omnichannel marketing offers you the following advantages:
- 360-degree customer insights, which enable you to take action along the entire customer journey that promotes the trust and loyalty of customers and thus binds them to your company. Data is generated along the entire customer journey: from the moment a customer becomes aware of your company or product, through the purchase process, to the referral. With the right cloud technologies and strategy, this data is made available.
- Abolition of data silos, to enable you to make data-based decisions and create seamless customer experiences. Data silos are created when data is isolated in different systems or departments and not linked. Omnichannel marketing breaks these down.
- Stronger customer loyalty, by enabling your customers to switch to their preferred channels without interrupting the continuity of their customer experience.
Ultimately, the above points lead to increased conversion rates.
Of course, there are also disadvantages to omnichannel marketing:
- It brings a certain complexity, as it requires seamless integration and coordination between different channels and platforms. For some companies, this is difficult to manage because they lack the resources for this.High costs
- can result from investments in various technologies and platforms to ensure that the various channels are connected and consistent. Depending on how your company is already set up, the costs will vary.Difficulties in measurement
- , as omnichannel marketing involves many different channels. Measuring and evaluating the contribution of each channel to the overall marketing strategy should not be underestimated.Data protection issues:
- With multiple channels and platforms collecting and using customer data, data privacy issues can arise. This is particularly relevant when it comes to using data for personalized marketing activities.However, with careful planning and implementation, the above drawbacks can be
minimized.In 4 phases to a sustainable and successful omnichannel strategy
A clear strategy is the key to the success of omnichannel marketing. Without a strategy, you may have difficulty creating seamless customer experiences, promoting customer loyalty, and ultimately achieving your business goals.
1. Discovery Phase
Goal setting:
- Define clear goals that you want to achieve, such as increasing sales, improving customer loyalty or increasing brand awareness.Target group analysis:
- Understand who your customers are, what needs they have, and which marketing channels they prefer.2. Design Phase:
Channel Integration:
- Make sure all marketing channels are linked to each other to create seamless experiences for your customers. Your online shop should be linked with the physical store, your apps, and the social media channels, so that your customers can move around freely.
- Personalization: Use the right data and technologies to create personalized content and offers that are tailored to the needs and preferences of your customers and are played out at the right time.3. Delivery Phase:
Data analysis:
- Collecting and analyzing data from different channels helps to gain valuable insights into customer behavior and measure the effectiveness of marketing campaigns. Performance management is an important part of the omnichannel marketing cycle.Technology use:
- In addition to marketing tools, other technologies such as CRM systems, analytics tools, and AI-supported solutions also play an important role in maximizing the effectiveness of omnichannel marketing.Content Strategy:
- Not every type of content works on all channels. Therefore, it is important to develop content according to the channels, such as social media vs. newsletter, that are tailored to the target group.4. Optimize Phase:
KPI monitoring:
- Omnichannel marketing activities are ongoing and have constant optimization potential. To ensure that you meet the expectations of your customers and the business goals, the status quo should always be questioned.What are examples of a successful omnichannel strategy?
IKEA is a good example when it comes to a successfully deployed omnichannel marketing strategy. They serve both online and offline channels, allowing the customers to choose which step along the
Customer Journey they want to take on which channels and also make personalized offers.The following customer interactions stand out:
Click and Collect:
- Customers can order online and pick up their products in a nearby IKEA store. This provides customers with flexibility and convenience, as they can pick up their order whenever it suits them. There is even the possibility that employees do the shopping for customers.In-Store Displays:
- In IKEA stores, digital displays are set up where customers can browse through products and get information. Customers can also scan products to get more information and then order them online.Mobile App:
- IKEA has developed a mobile app that allows customers to order online and track their orders. Customers can also place products virtually in their house to see what they will look like. There is also the virtual shopping cart and a wish list. Customers are also informed about the availability of products in a selected store and the exact shelf number.Social Media:
- IKEA uses social media platforms like Instagram and Pinterest to present their products and inspire customers. Personalized Offers:
- IKEA sends personalized offers to customers, based on their previous buying behavior and interests.What is the difference between omnichannel, multichannel and crosschannel marketing?
All three aim to reach customers across different channels. Although they share some similarities, there are also differences between them.
Multichannel marketing
refers to the use of multiple channels to target customers. For example, your company offers products via the website, social media, and in physical stores. However, each channel is operated independently, without integration between them. This can lead to an inconsistent customer experience.Crosschannel marketing
on the other hand, goes a step further and refers to the linking of channels to create a seamless experience. It is a tactical approach to reaching and binding customers across different channels. For example, your company allows customers to select products online and then pick them up in the store. This integration enables a smooth transition between the various channels.As already described, omnichannel marketing is about creating a consistent, seamless, and personalized customer experience across all channels. In the
comprehensive omnichannel strategy, all channels are fully integrated, so it is not just about seamless transitions. For example, your customers can search for products online, pick them up in the shop or have them delivered to their doorstep, and feel that they are having a consistent and personalised experience.Which tools can support you in implementing an omnichannel strategy?
To ensure successful omnichannel marketing, the
Customer Data Platform (CDP) is an important tool as it does three essential things: consolidation, orchestration and activation.In the first step
customer data collected by you across different channels is consolidated into a unified customer profile, potentially enriched with company data (e.g., from sales, finance or logistics systems). In the second step
the customer data is prepared and orchestrated. In order to be able to address you as personally as possible, it is imperative to segment target groups based on data. It is no longer sufficient to create target groups based on demographic or geographic characteristics. The orchestrating is a central function of the CDP, however, this does not mean that it starts an independent marketing campaign or reduces the price for selected items for certain customers in the online store. Rather, a CDP acts as a “team player” in your IT landscape.In the
last step it can activate further systems via interfaces in real or near time and trigger mail notices or advertising banners on other websites when a customer does not complete the purchase despite a filled shopping cart.
On OMR Reviews you can inform yourself extensively about suitable CDPs. I particularly like working with the following: is another tool that supports you in creating, managing and optimizing
On OMR Reviews you can inform yourself extensively about suitable CDPs. I particularly like working with the following: is another tool that supports you in creating, managing and optimizing
Tealium
Segment
SAP Customer Data Platform Adobe Experience Managerdigital customer experiences across different channels. It offers businesses the features they need to create and implement effective digital marketing campaigns. Special attention is given to ensuring that the campaigns are tailored to the needs and interests of the target audience.The
connects Adobe Experience Manager Digital Asset Management with the power of a CMS and can support you in designing, managing, and optimizing the digital customer experience across all channels. With the Content Management feature, AI-assisted scalability, personalizations or cross-channel content is enabled. This allows content for different channels and devices to be created and to be optimized, including websites, mobile apps, social media and more. The platform makes it easier for you to create consistent and seamless experiences for customers across different channels.Conclusion
Omnichannel marketing promotes a uniform customer experience across all digital and offline channels, even if the customer experiences are fragmented and disjointed. Greater customer loyalty, higher sales figures, better brand awareness and a better understanding of customer needs and preferences are possible as a result. However, it also requires careful planning and implementation, as integrating different channels and creating a seamless shopping experience for customers can present a complex challenge.
Overall, omnichannel marketing is an important strategy for companies that want to be successful in an increasingly digitalized world. By integrating marketing and sales channels and responding to the needs of customers, you can become more competitive and build stronger customer loyalty.
Insgesamt ist Omnichannel Marketing eine wichtige Strategie für Unternehmen, die in der zunehmend digitalisierten Welt erfolgreich sein wollen. Indem du Marketing- und Vertriebskanäle integrierst und auf die Bedürfnisse der Kund*innen eingehst, kannst du wettbewerbsfähiger werden und eine stärkere Kundenbindung aufbauen.
Author
Jessica Weidenauer
Author
Jessica Weidenauer
Jessica Weidenauer ist Senior Consultant im Bereich Customer-Experience-Management bei EY am Standort Hamburg. Sie unterstützt Kund*innen dabei, die Bedürfnisse ihrer Konsument*innen aus einer technologischen und datengetriebenen Perspektive besser zu verstehen und auf diese mit der richtigen Strategie einzugehen.
