Good customer experience matters a lot in a successful online business. The number of global digital buyers rose from the mark of 1.66 billion in 2016 to 2.14 billion in 2021 (Statista.com). With the number of global online buyers growing each year, organizations from every industry ranging from healthcare to retail, finance, and more rely on digital marketing to offer a loyal customer experience to their customers.
Omnichannel marketing facilitates multiple channels to interact with the customers. This strategy adds customer-centric value to your business and creates a consistent brand image.
The omnichannel can help the business for marketers to access their customers anytime, anywhere. The following are the benefits of implementing this marketing strategy:
Improved Customer Engagement - Companies adopting omnichannel customer engagement strategies are likely to have a customer retention rate of 89% (Invesp).
Higher Revenue Growth - Omnichannel marketing helps organizations to improve sales and provides business owners a chance to drive maximum revenue from each customer.
Bring Brand Experience Together - By implementing a single customer view, it becomes easy for marketers to bring the brand experience together and provide a consistent user experience across all channels.
Grow business with a Well-Connected Customer Base - Omnichannel marketing provides a holistic view of the customer behavior on multiple channels, which is helpful for you to grow your business quickly.
Omnichannel marketing is evolving with time, and new trends are likely to emerge by 2022. The following are the top trends in Omnichannel marketing that you should be prepared for:
Consumers expect engaging customer experience, and advanced technology offers an opportunity to marketers to create such experiences. One such idea is augmented reality-AR.
AR allows you to blend digital content with the real world environment resulting in a more interactive, realistic, and appealing customer engagement. This also helps marketers to reach customers on their smartphones via videos or images that can be viewed via mobile phones.
In the past, shoppers considered brick-and-mortar stores as a platform to touch and feel before buying a product. However, in recent years, online shopping has gained momentum because of its comfort. Shoppers prefer to buy from online platforms while being at home or commuting to work. On the other hand, brick-and-mortar business will remain a crucial element for a profitable business. Hence, it is a need for time for marketers to integrate both channels together.
For example, if a shopper wishes to buy a product from an online store and feels that she might need help from a salesperson or wants to look at several other products in person before making the purchase decision, then omnichannel comes into play. At this point, the customer wants to switch from online shopping to in-store shopping. The brand can set up an inventory of products online and also stock it with brick-and-mortar stores.
Today, the trend of mobile app download is gaining momentum among laptop and smartphone users. However, several marketers are not able to make their customers download their applications and use them frequently. One reason behind this apathetic behavior is that most brands do not provide significant value or interest to make a customer download and use their application.
Omnichannel marketers should focus on increasing the value of your application. For example, if you own a fashion store, then it is important to give offers and discounts to customers who download your app. This way, you can lure them for in-app purchases. App marketing companies can also help you in developing an effective app strategy to increase its downloads.
Today, people are closely connected with their smartphones and access the internet on a regular basis to know about the latest updates in e-commerce or other industries. Accordingly, an instant messaging application like WhatsApp has emerged as a powerful marketing tool for marketers to reach consumers. It is a unique platform where consumers expect a personalized interaction with brands and seek real-time solutions.
Omnichannel marketers should approach customers on social media platforms like Twitter or Facebook. Additionally, they can promote their app on WhatsApp groups by providing promotional offers or discounts. Furthermore, they need to create a separate WhatsApp group for their customers and promote exclusive offers within this group.
In recent years, several brands have been investing in sustainable initiatives to maintain a positive relationship with their customers. For example, they can promote green living by advocating the recycling of plastic or paper bags. In this regard, omnichannel marketers should make use of their website and social media platforms to spread awareness about eco-friendly products and services.
Additionally, they can offer discounts and coupons to their customers on selling such products.
Business owners must look for the future and prepare things towards the end of the calendar year. In recent years, contactless transactions have grabbed a lot of attention from marketers. In this regard, omnichannel marketers can increase their brand awareness by providing contactless payment options to their customers via credit card machines and mobile phones to make them feel safe.
It is important for brands to allow their customers to process transactions on the go with their credit cards or mobile apps. In this context, omnichannel marketing companies can offer rewards and incentives to customers who make contactless transactions.
The trend of cross-border commerce has been growing in recent years because people want to buy goods from foreign countries without paying expensive charges. Moreover, several retailers have been offering shipping and delivery options to their customers, so they can purchase products from other countries without any hassle.
Omnichannel marketers should look to establish long-term business relationships with retailers in foreign countries to provide services like sourcing and importing goods at a low cost. In this situation, you can also help fashion brands to expand their business by offering shipping and delivery services.
Omnichannel marketing is a promising trend that provides a customized experience to the customers at every touchpoint. Brands need to invest time and money in building a relationship with their target audience through different channels, and this way they can retain and attract more customers.
Pavankumar Baboori is an experienced Sr. Content Analyst who improves the workflow by identifying and resolving the content development gap. He works closely with the marketing team to deploy strategies for improving brand awareness, website traffic, search engine ranking, and lead generation activities. He gauges up marketing channels for the real digital transformations.
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