Ashley D. Su 
Content of the article
Omnichannel Marketing is a strategy implemented across all retail channels to help businesses deliver a seamless experience to consumers both in-store and online. Find out how to ensure a meaningful customer journey by creating a cohesive marketing strategy and a unified brand experience across all touch points.
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Content of the article
The past year has proven to be extremely difficult for traditional retail sales, forcing many small and medium-sized business (SME) owners to re-evaluate their processes and become innovative. As brick-and-mortar storefronts begin to reopen and consumers return to in-person shopping, business owners should take a moment to review their channel marketing efforts and ensure their tactics are diverse.
Omnichannel marketing isn’t just for big brands. In fact, small and midsize businesses can and should take an omnichannel approach to their marketing in 2021. Here’s why: Your customers expect every interaction with your brand to be both personalized and convenient. They expect online shopping to match, at the very least, the in-store experience. This means that easy navigation, rich media content, and straightforward payment processes are a must.
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Content of the article
Today’s businesses need their online presence and in-person experience to work together and complement each other every step of the way. Increasing touchpoints across various platforms both improves your customer’s overall brand experience and gives you access to more data, providing insight and guiding marketing decisions. Business owners need to deliver a seamless experience by understanding and encouraging customers, influencing their buying journey, and using marketing management tools in a calculated manner.
Fundamentals / Essentials of Omnichannel Marketing
- Get to know your customer – Understanding your customer base is the most important step in any marketing strategy. When considering channels and platforms to use in your holistic marketing approach, it is imperative that you consider who your customers are, where they are online, what service offerings and methods of communication they expect from you, and any other additional information that you can collect. Use this information to set clear goals and objectives that match your research. Leveraging data collection to uncover consumer insights is integral to a successful business strategy. Conducting surveys, using social media polling features, and chatting with your customers in person and online will make you more aware of their wants and needs, allowing you to create compelling campaigns targeting your ideal customers.
- Buy online Pick-Up In-Store (BOPIS) – The past year has brought about a substantial shift in in-store shopping. Brick and mortar companies can stay competitive by offering alternatives such as BOPIS, or other pre-order and curbside pickup alternatives. This tactic may require some tweaking to your business model, although implementing automated inventory management software goes a long way.
- Organize automated cross-channel campaigns – Integrating your marketing efforts across multiple channels can seem daunting, but the abundance of tools available today makes it easy for business owners to launch omnichannel strategies. It doesn’t take a huge budget to run a simple digital rewards program using a third-party app like Stamped.io. If your business is not currently using virtual rewards systems, consider doing so in 2021. SMBs should invest in marketing automation technology as well. to elevate their strategy. An automated email marketing tool such as Klaviyo or Mailchimp allows you to set event-based triggers for email workflows, such as cart abandonment or event-based discounts. The right email at the right time can serve as a guide in getting your customer to make a purchase. Best of all, email is one of the best channels for reaching mobile consumers and guiding their shopping experience.
- Use QR codes – Implementing QR codes is a hassle-free tactic to create dynamic campaigns on any channel. QR codes produce a holistic and interactive experience by allowing your customers to move frictionlessly between platforms by simply scanning a label on their mobile phone. It is an extremely accessible and convenient omnichannel marketing tool that allows you to turn any call to action into a cross-channel experience. You have the power to drive traffic to your website, online store, video content, social media pages, informational PDFs, etc. With precise and immediate reporting capabilities, these codes make analysis simple and straightforward, allowing you to understand and measure the impact of individual tactics and campaigns.
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Content of the article
Omnichannel marketing campaigns will continue to thrive in 2021, with emerging trends such as digital rewards and BOPIS offerings showing no signs of slowing down. Business owners have no choice but to adapt to an increasingly online world and a digitally savvy consumer, and should take advantage of automated marketing tools as much as possible. The goal of your omnichannel marketing strategy should be to cultivate a positive experience for customers and to provide opportunities for brand interactions anywhere, anytime.
The essence of marketing in today’s world is about leveraging technology to increase touchpoints throughout the customer journey, influence purchasing decisions through multiple channels, and bridge the gap between online experiences. online and offline.
Contact Northern Commerce for unique information and advice on your digital marketing plan. www.north.co
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