One of the main objectives of omnichannel is to offer a unified, well-structured and consistent user experience , regardless of the way the consumer chooses to interact with the brand.
To achieve this, there are three factors that cannot be missing: all platforms must be connected to each other , a fully updated and optimized database with the fantuan database information collected through each channel, and the departments involved in the strategy (marketing, sales, etc.) must be aware of it and work in a coordinated manner.
Multichannel vs. Omnichannel: What's the difference?
Although multichannel strategy and omnichannel strategy have in common the use of various media to establish contact with the user, the truth is that there are some aspects that distinguish one from the other.
Some of them are:
MULTICHANNELOMNICHANNEL Objectives
Offer different communication/interaction channels to consumers.
Take advantage of the particularities of each channel and maximize its performance.
Offer different communication/interaction channels to consumers.
Optimize the user experience.
Build customer loyalty.
IntegrationEach channel is independent and has its own message/objective/strategy. Continuity between all channels: brand image, message, customer actions (customers can start a purchase on one device and continue or finish it on another), etc.ImmediacyThere is usually no immediate response to the customer. Response time is reduced, as long as the channels are well managed. Personalized experience
Message segmentation instead of personalization.
The right content is delivered to the target audience on each channel.
Personalized user attention.
Messages or promotions that are to be sent to consumers are adapted to their preferences and needs.
The advantages of omnichannel
Let's now look at the advantages of implementing an omnichannel marketing strategy:
Stable communication is established with the user through various channels.
A unique and flexible customer experience is provided . This is because information about user behavior is collected in CRM ( Customer Relationship Management ) software, thus allowing us to get to know the user better and make personalized communications or offers.
The level of customer satisfaction increases , since their needs are met and satisfied.
Customer churn rate is reduced .
The brand gains greater visibility, thereby increasing traffic and sales opportunities.
There is more efficient production management and process control.
How to create an omnichannel strategy in 6 steps
Define the objectives that the company intends to achieve with the omnichannel marketing strategy.
Identify potential customers.
Use data management software that stores consumer information and generates reports that help you understand their interests and behavioral patterns.
Design the customer experience map or customer journey map . That is, the different stages that the consumer must go through from the moment the need to buy a product or contract a service arises until they end up becoming a user of the brand.
Determine the channels that will be used to offer valuable content to the customer or connect with them, to which it would be necessary to also make the relevant adaptations or customizations.
Track actions (metrics and results) to assess their effectiveness and see which ones have room for improvement, need to be optimized, or simply don't work.
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