Your Customers Are Using Multiple Devices; You Should, Be, Too, With Omni-Channel Marketing.

Your Customers Are Using Multiple Devices; You Should, Be, Too, With Omni-Channel Marketing.

The obvious conclusion from that finding is that brands hoping to increase conversions should create seamlessly integrated marketing campaigns and sales funnels across multiple platforms and devices. What is omnichannel marketing and what is it used for? Omni-channel marketing -- alternately called omnichannel sales -- empowers customers to interact with brands online on any platform or device flawlessly. That will help you determine which channels you should invest in. From there, users will be able to make a purchase on the website but choose to pick up their purchase in store, which creates a seamless transition from online shopping to brick-and-mortar storefront. In addition, poor or nonexistent omnichannel experiences can result in a 10 percent decrease in revenue, according to Vend 3 brands with strong omnichannel marketing strategies Ticketmaster: Ticketmaster maintains a comprehensive omnichannel experience across all of its platforms. J.Crew: J.Crew created a particularly useful omnichannel shopping experience on its Instagram feed. The brand uses Curalate to link its Instagram images to products for sale on itswebsite to increase online sales. Users can create an account in My Disney Experience. My Disney Experience is available on desktop, mobile device and mobile app.

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The Walt Disney Company, Ticketmaster and J. Crew all use this marketing strategy. Here’s how you can emulate their model.

Your Customers Are Using Multiple Devices; You Should, Be, Too, With Omni-Channel Marketing.

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A Google report, The New Multi-screen World: Understanding Cross-Platform Consumer Behavior showed that 90 percent of consumers surveyed reported using more than one device — whether that meant a smartphone, PC, tablet or TV — to accomplish a single objective online.

The obvious conclusion from that finding is that brands hoping to increase conversions should create seamlessly integrated marketing campaigns and sales funnels across multiple platforms and devices.

This tactic is called omni-channel marketing — and it’s something many entrepreneurs are already using. You should be, too.

What is omnichannel marketing and what is it used for?

Omni-channel marketing — alternately called omnichannel sales — empowers customers to interact with brands online on any platform or device flawlessly. It’s commonly used for ecommerce.

In this context, when retail brands create an omnichannel strategy, customers might begin shopping on their mobile device, add a product to their cart while on their tablet and complete the checkout process on their desktop without suffering any interruptions in the shopping experience.

Omni-channel marketing is effective and allows brands to target more valuable customers. After all, consumers use more than four devices each day, according to Forrester data.

However, don’t confuse omni-channel marketing with multi-channel marketing! Multi-channel marketing is just simply the use of — you guessed it! — many marketing platforms to promote a business. However, they do not create the seamless experience that omni-channel does.

Creating a successful omni-channel marketing strategy can be complicated. However, here are a few simple steps that can help you create more effective campaigns.

1. Conduct consumer research.

Before you start crafting an omni-channel sales funnel, first understand who your target audience members are and which platforms they are active on. It might be tempting to optimize your communication and sales for every channel imaginable, but the reality is that your demographic will not be active users on all of those mediums.

Therefore, you’ll waste time, energy and money to create an omni-channel functionality for a platform your customers don’t care about because there’ll be no return on investment.

Look instead at your website analytics and determine which platforms and platforms provide high traffic, time on site, conversions or other metrics you’re hoping to improve. That will help you determine which channels you should invest in.

2. Determine your ecommerce touchpoints.

A key element of successful omni-channel experiences is that it infuses the desired action into unexpected platforms. Brands should be constantly encouraging conversions — whatever those may be — throughout the responsive website and on unique channels.

Once you determine who your…

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