6 September 2016

How to Build a Successful Omni Channel Marketing Campaign

 

Omni channel marketing  – so many channels, so little time

When people think of Starbucks, they usually think of coffee. But supplying patrons with an array of caffeinated drinks isn’t the only thing the coffee corporation is good at. They have also developed a pretty successful omni channel marketing experience.

For example, their free rewards card can be used whenever you make a purchase and can be reloaded with cash via your phone, in-store, or on the app. Any change to your card balance or personal information will automatically be updated across all channels.

If you’re looking to better align the different channels of a marketing campaign and utilise the right channel for each situation and for each customer, you need to start by understanding the basics.

Multi channel vs omni channel – what’s the difference?

A multi channel marketing strategy enables customers to use the channel of their choice.  It is an operational view – allowing the customer to complete transactions across each channel.

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An omni channel approach views an experience through the eyes of the customer. The aim being to ensure that the customer experience is consistent and fluid across all channels.

Omni channel anticipates the journey a customer may take from one channel to another. Some might argue that omni channel is just multi channel done properly. An omni channel approach to marketing acknowledges that customers engage with companies or brands in many different ways and across multiple platforms. By doing so, marketing efforts are aligned to ensure that customers have a consistent experience. All campaigns must be tracked and different channels must be tested to find out what works best for your brand, campaign and audience.

Successful omni channel marketing strategies integrate campaigns over all channels that are suited to your brand and your specific needs.

How to find the perfect mix of channels

What are some of these strategies and how can you use them to better address your target audience?

  • PPC:  pay-per-click is a form of internet marketing that sees advertisers paying a fee each time someone clicks on one of their ads. This approach makes it easier to manage costs, increase reach and is faster to launch.
  • SEO: “search engine optimisation” generates organic traffic from search engine results. SEO provides trackable results, increases site usability, boosts brand visibility and raises brand awareness.
  • Social Media: from Facebook and Twitter to LinkedIn and Instagram, social networks improve conversion opportunities, increase brand loyalty and foster brand recognition.
  • Email: not only is sending emails an easily shareable and measurable marketing strategy, it’s also a great way to target messaging at customers more effectively and in a more cost-effective manner.
  • Website: internet marketing is a convenient way to expand your reach. Internet marketing is also a great way to personalise messages and build better customer relationships.
  • Content Marketing: using content is an essential component of the modern digital marketing landscape. The use of content as part of an omnichannel marketing strategy increases conversion potential, generates more traffic from social networks and improves brand reputation.

Want to integrate your campaign across key marketing channels and ensure distribution is optimised?
Keen to create engaging marketing campaigns that convey strong, consistent messages across all channels for a smooth user experience?

We can help. To book a free Digital Marketing Assessment, click here.

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