Article by Archana Goel
PGDM (Executive) – Marketing – 15 Months Programme

Omnichannel marketing is a multichannel sales method designed to deliver a seamless buying experience for customers. The advertising approach is built on consumer contact, not uniform brand experience. Customer actions determine what they see next. That is, no two customers are the same.

 Working Mechanism

Through this strategy, clients may connect with a brand through any medium. This technique uses a customer’s social media platforms to continue to disseminate the brand’s message after they interact with an ad or website. Each channel now updates the customer’s previous brand experience. Each step in the process builds a cohesive experience for your prospects. By giving customers many methods to interact with your brand, you are making their lives easier.

For Example;

Scenario-1: Your consumer clicks on a Facebook or Instagram ad. They view your goods, add them to their basket, and maybe start the checkout process. But they don’t appear to buy right away.

Scenario-2: Assume they don’t buy. Their buy is discounted if they submit their email address before leaving your website. They may either join up and utilize it right now, reserve it for later, or ignore it. This enables you to design a bespoke experience for them in the future, but we’ll get to that later.

Scenario-3: Brand-new consumers are more willing to buy next time. But the follow-up is crucial. Ads reminding customers to checkout will now appear on their social networks. Then come aggressive discount offers, big promises, and client testimonials to back up their claims.

You may also contact them by email or telephone if they left their email or phone number at checkout.

Scenario-4: Keep fueling your prospect. Emphasize your brand’s advantages, leadership, and excellence via retargeting on relevant channels. By carefully placing informative material on your site or social networks, you may rationally confirm their desire in the purchase. Emotions pull and rationality closes prospects.

Scenario-5: Congratulations if your prospect has already bought! Now you may obtain comments, reviews, and even recommendations. Collect them by messaging, texting, or emailing them.

Scenario-6: Post-purchase value-driven follow-up is crucial to fostering upsells. One-time consumers become repeat purchasers, and repeat buyers become loyalists.

Create a cohesive message to interact with your consumers. People trust companies that are honest, consistent, and care about the little things. With a clear plan, you may sell to a consumer based on their digital activity and provide them with a highly tailored experience. Make it easy for people to locate and contact you through their preferred methods.

Disclaimer: The views and opinions expressed in this article are of the author. They do not, in any way, purport to reflect the opinions or views of the Institute or its employees.

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