What is Omnichannel Marketing? (Best Practices for eCommerce)

If you’re like a lot of successful marketers, you hear omnichannel marketing thrown around all the time. With different definitions per industry, it’s you’re probably lost in the jargon.

You’re probably thinking that this is just “another buzzword” that doesn’t really mean anything. However, I’m here to explain

  • Exactly what omnichannel marketing means
  • How it’s different from multichannel marketing
  • How you can implement that strategy for your own business.



With the rise of new terminology in the digital marketing world, it can be easy to get lost. Many marketers confuse multichannel marketing with the definition of omnichannel. So let’s break it down:

What is Omnichannel?

Omnichannel is the idea of using all of your channels to create one, unified experience for your customers. This includes both traditional and digital channels, point-of-sale, in-store, and online experiences.

What is Omnichannel Marketing?

Omnichannel marketing creates a seamless message that adjusts to your customers based on their behavior through your sales funnel, providing the ultimate personalized customer experience.

Here are a couple of examples to illustrate how this works:

  • A customer getting an email or SMS message about a promotion while in-store shopping
  • A customer getting an SMS about a promotion with a mailer in their mailbox with the physical coupons
  • A customer getting a cart abandonment message on Facebook Messenger and following up with retargeting ads for the abandoned product

How to Master Omnichannel Marketing in 2020?

#1. Lay the Right Foundation for an Omnichannel Marketing Strategy

It’s important to get every member of your team on board with your omnichannel strategy. Putting your customer at the center of your strategy means also putting their data at the center of your customer operations.

Why? Because every member of your team can use that data to create a better experience for the customer.

  • Marketers need that data to send the most relevant message to your customers at the right time
  • The product needs the data for merchandising the products customers appreciate the most
  • Customer success needs the data to keep a consistent conversation with customers

And so on. The more each of your team members knows about your customer, the better overall each of them will be able to respond and interact with them.

Finally, a great omnichannel marketing strategy starts from the ground up. You can’t have your team members working in a silo because that’s counterintuitive to what omnichannel marketing is at its fundamental basis.

Your channels work together to create a better customer experience through omnichannel, so should your team members.

#2. Analyze Your Customer’s Data, and Learning Everything You Can About Them


In order to implement a great omnichannel marketing strategy, it’s important to learn everything you possibly can about your customers.

If you don’t have data starting off, don’t worry. You can collect this data as you go too.

How to start:

  • Overhaul your customer experience: Go through a full purchase on your site, interact with all of your channels, and put in a ticket with customer service. Pull in external people to help evaluate your customer experience.
  • Gather customer feedback: Get it straight from the horse’s mouth. Ask your customers for feedback at several stages of the customer journey. Offer surveys and incentives for customer feedback to encourage responses.

Finally, when your customers do volunteer information or feedback, it’s critical to actually listen to that feedback. If you make excuses about how you can’t or shouldn’t correct a problem, nothing will ever get better.

Your customers are the reason for your success. Treat them like a priority for it.

#3. Appropriately Target Your Messages


A huge part of getting your omnichannel marketing strategy right is targeting and personalization. Since omnichannel marketing offers a deeper level of personalization, it would be a complete waste of the strategy to neglect it.

The best way to target your message, now that you have all that nifty data on your customers, is to segment your subscribers into different smaller lists.

This makes it easier to send personalized messages by having smaller groups based on similar traits. These traits could include:

  • Profile data: any information you might have on who your customer is, like demographics, age, gender, marital status, location, etc.
  • Campaign engagement: how your customers interact with certain campaigns and channels
  • Shopping behavior: where your customer is in their customer journey, how often they shop, when they purchased last, etc.

You can even combine some of those segments to create even smaller, more precise segments.

From this point, you can set up automation to trigger when a customer performs a certain action or goes through a period of time with no action. This way, you can send the message your customer needs at any given time in their customer journey.

When you make sure that the messages you’re sending are always relevant, your customers will better respond to them.

#4. Test, Measure, and Test Again


As with anything, your omnichannel marketing strategy will improve overtime as you collect and analyze more customer data. However, this means you actively need to test different messages, headers/subject lines, images, times, etc.

Test your processes regularly to see which of your segments best respond to which kinds of messages. If you track and measure your data regularly, you are bound to find the perfect formula.

Update and re-audit your customer experience regularly to get the most out of your omnichannel marketing strategy.

Key Takeaways

Using omnichannel, you get to provide users, shoppers, and customers with a unified experience.

This not only leads to better user engagement but also (as you can see from the above case studies) better sales and brand awareness.

Omnichannel marketing will allow you to:

  • Seamlessly integrate different channels
  • Provide users with a unified experience
  • More easily control all your channels
  • Improve your ROI
  • Increase brand awareness
  • Build a long-term, sustainable business
  • In short, omnichannel marketing will allow you to take your online store from a good business to a powerful, sales-driven business that can establish and grow its customer base consistently.

By being omnipresent on the channels that your customers are the most comfortable with, and getting your entire brand behind creating an omnichannel experience, you will be able to give your customers a level of service that will set you apart from your competition.

By being omnipresent on the channels that your customers are the most comfortable with, and getting your entire brand behind creating an omnichannel experience, you will be able to give your customers a level of service that will set you apart from your competition. When in doubt, there is always a great omnichannel marketing software to help you out.

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