Omnichannel marketing is a must-have for brands looking to provide a seamless and unified customer experience. Here are three benefits it can offer your business.

3 Benefits of Omnichannel Marketing for Brands | Union

3 Benefits of Omnichannel Marketing for Brands

Omnichannel marketing strategies are one of the most effective marketing tactics your ecommerce business can use to improve sales. According to research, using three or more marketing channels to deliver a seamless brand experience can <a href="https://www.omnisend.com/blog/omnichannel-statistics/">increase conversions by 287%</a>.
<h2 dir="ltr">What is omnichannel marketing?</h2>
Omnichannel marketing campaigns involve using a variety of channels to reach consumers, such as <a href="https://union.co/services/performance-media/marketing-automation">email</a>, <a href="https://union.co/services/performance-media/social-media">social media</a>, <a href="https://union.co/services/performance-media/paid-search-marketing">paid search</a> and offline advertising. By using multiple channels, retailers can create a more holistic customer experience that is more likely to result in a purchase. 
Here are three benefits of omnichannel marketing strategies that make them highly effective tools for <a href="https://union.co/services/branded-content/ecommerce">increasing ecommerce revenue</a>.

Mobile phone, desktop, tablet, CTV/OTT – your customers don’t stick to a single device, and neither should your marketing efforts. In fact, <a href="https://variety.com/2019/digital/news/u-s-households-have-an-average-of-11-connected-devices-and-5g-should-push-that-even-higher-1203431225/">U.S. households have, on average,</a> 11 connected devices in their home, seven of which have screens. Bottom line, if your marketing efforts are geared toward a limited number of channels and devices, you’re missing out on significant opportunities to engage with your audience. 
Omnichannel is important because customers are using these different devices (and channels on those devices) to connect with brands, and they expect to be able to find information about products and services where they’re engaging.
By using an omnichannel marketing strategy, businesses can ensure that their customers can find the information they need when they need it – and on the channels and devices they’re engaging with. Omnichannel campaigns also empower your brand to target your audience with cross-channel messaging without the need for multiple channel-specific campaigns.

Reach your customers regardless of their device

Let’s take a quick look at the difference between single-channel, multi-channel and omnichannel marketing campaigns.

Single-channel: This siloed marketing effort uses a single channel. For example, you treat your Google Ads and your Meta Ads as two separate campaign efforts.
Multi-channel: This marketing effort uses multiple channels to promote a marketing campaign. For example, you simultaneously run a campaign on Google and Meta and use conversion/performance data from both channels to improve the campaign performance.
Omnichannel: Omnichannel is similar to multi-channel in that you’re using multiple channels to engage with your target audience, BUT there is a key difference between the two. Namely that instead of focusing on getting your marketing message across as many advertising channels as you can (multi-channel), you instead focus on providing a seamless, consistent customer experience across all of your channels.
For example, instead of focusing on clicks and impressions (as you might in multi-channel campaigns), you create an integrated marketing experience that focuses on developing stronger customer relationships through connected channels.
Ditching the siloed campaign efforts can also help ecommerce brands save money on marketing costs. By taking an omnichannel approach to marketing, businesses can avoid the need to invest in separate campaigns for each channel. They can also leverage their customer data to improve performance and ROI. This can lead to significant savings, which can be reallocated to your brand’s media spend to drive more sales.

Go beyond single-channel and multi-channel campaigns

Omnichannel campaigns focus on the shopper. The aim is to provide your customers with a cohesive brand experience regardless of the channel or device they are using to engage with your messaging. 
The better your customer experience across their consumer journey, the more likely they are to convert. A recent study by <a href="https://www.qualtrics.com/m/assets/wp-content/uploads/2020/04/XMI_GlobalStateOfXM-2020.pdf">Qualitrics</a> found that 89% of companies that invest in <a href="https://union.co/services/data-brand-strategy/customer-experience">creating a positive customer experience</a> have increased revenue over the past year.
Positive customer experiences aren’t solely for first-time sales, either. A seamless shopping experience can also grow the lifetime value of your customer. <a href="https://www.invespcro.com/blog/state-of-omnichannel-shopping/#:~:text=Companies%20with%20omnichannel%20customer%20engagement,for%20their%20business%20in%202015">Companies retain, on average, 89% of customers</a> when they invest in an omnichannel engagement strategy, compared to a 33% retention rate for those who did not.
Remember, every digital touchpoint a consumer has with your brand is an opportunity to either win or lose the sale. A consistent brand experience is critical to building customer trust and eliminating potential conversion friction points.

Provide a seamless customer experience

Omnichannel marketing is no longer a nice-to-have for ecommerce brands; it’s essential for driving sales and keeping up with the competition.<a href="https://cms.union.co/white-papers/omnichannel-marketing-whitepaper"> Download our newest whitepaper, How Omnichannel Marketing Campaigns Can Accelerate Ecommerce Conversions</a>, to learn more about how you can create an effective omnichannel strategy for your brand.

Ecommerce brands, it’s time to harness the power of omnichannel campaigns to drive sales.

Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.

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