Customers need an average of 6 to 8 touch points before converting. If you’re not engaging your customers through diverse mediums and across multiple platforms, you’re not utilizing your brands inherent potential or realizing your customers’ full value. If you’re doing so, but without direction or strategy, you could even be doing your brand a disservice.
Customers have also come to expect a streamlined experience, and they show that with their pocket books. Not convinced? 86% of customers are willing to pay up to 25% more for products and services that include better customer experience.
Below, let’s take a look at a few tips ways to boost your customers eCommerce experience using marketing strategy and automation across the most useful channels for your clients.
Single Channel Marketing
We get it. It’s easy to channel your efforts into a primary channel that a) you’re comfortable with using, b) with which you may have some proven success in the past. For many brands, this takes the form of email marketing. It boasts both a low cost of entry and taps your already warm (more like tepid, usually) leads.
But things change quickly in the tech landscape. The GDPR has completely changed the way email marketeers operate, and annihilated many brand’s entire strategies, and Google in a constant state of modifying their algorithms and platform regulations. Besides, even with a successful email marketing or Facebook campaign, why leave other potential sales out in the ether? It is up to you to reach out, make touch points, and convert.
The amount to which you do is a matter of ambition.
Multi channel Marketing
As the name implies, multi channel marketing is the strategy of reaching out to your customers through a variety of channels. Now, let’s get into the benefits of Multi channel Marketing. Some may seem obvious, but many late adopters may need them repeated:
1. Generating Brand Awareness – Staying top of mind for a customer is important. This is directly related to the touch points mentioned in the introduction.
2. Coherent Message – Being consistent with your message is important. Staying
consistent across channels provides reliability and legitimacy that your customer can
3. Platform Preferences – Engage your customers on the channel that they rely on, and
make touch points throughout others.
4. Data, Data, Data – When running campaigns, you must always follow the data. The more channels through which you engage your clients, the more data you generate. This helps you better understand your client base, their behaviors and preferences, and will increase the efficiency of your marketing strategy in the future.
As you can see, multi channel marketing is vastly superior to single channel marketing. This does not mean it is without it’s difficulties. Below are just a few caveats of these points:
- While the approach emphasizes touch points, it doesn’t go further to create a holistic
ecommerce experience for your customers. More touches also mean more complexity,
which many businesses aren’t prepared for.
- While it helps to deliver the message across multiple channels, the message can diverge
when tasks are split across multiple teams working on their individual channels.
- While you are reaching the customer on their platform of choice, this may not
necessarily be the channel that is most likely to lead them to convert. How do you
determine which platform is best for which customer?
You may be asking, how can these be overcome?
Multichannel Marketing Evolved – Omnichannel Marketing
Onnichannel marketing takes multichannel marketing to the next level. It seeks to provide a holistic and integrative experience for the customer. Omnichannel adjusts your message to customers based on their behavior in and across the sales funnel, resulting in a natural, personalized, and effective customer experience.
Omnichannel is a customer-first approach, rather than a channel-first approach. It is a data driven solution that ensures campaigns are personalized and effective, providing real insights and the accompanying revenue.
Unless you have an experienced professional team in house (and the associated budget,) the right omnichannel marketing tool is necessary to streamline the process of making consistent, seamless, and personalized messaging to you customers, regardless of platform or placement in the sales funnel.
With a good message, a consistent strategy, and the right tools in hand, you can soon be utilizing omnichannel marketing techniques for skyrocketing sales!
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