What is Omnichannel Marketing, What are its Advantages?

As the borders expand in the digital world and trending methods diversify, new approaches are emerging in the field of marketing. One of these new generation strategies is the omnichannel concept.

Omnichannel, which is formed by the combination of the word omni, which means "everything" in Latin, and the word "channel", which means "channel" in English, is a marketing strategy that can also be expressed as all channels. We can also explain this in the marketing language as the harmonization of consumers' shopping habits with all channels.

So “What is omnichannel marketing?” We can answer the question by including all channels in the marketing strategy in order to offer consumers a complete and integrated shopping experience.

It is aimed to use the information obtained through observation in a multi-channel dynamic in marketing in line with online and offline marketing strategies, and to carry out brand planning in later processes in line with all these dynamics.

Data plays an important role in omnichannel marketing. In omnichannel marketing, which makes use of the data obtained from customer journeys in different channels, the available data can be used to identify customer touch points and to determine strategies suitable for all these in order to determine customer needs.

It is possible to get such data from e-mail platforms, website analytics, paid searches, SEO and keyword tracking tools, customer feedback such as social media, research, surveys, and sales teams, if any.

There are 4 key elements in an omnichannel marketing strategy:

1. It is possible to use channels such as social media, e-mail, mobile applications and SEO content to communicate with the target audience or potential customers, to create demand for products and to create a brand.
2. SEO, e-mail, social media, mobile applications can be used to convert potential customers into real customers.
3. You can facilitate your operation in matters such as order and inventory management, logistics.
4. In order for the products to reach the customers without any problems, you can use your own transportation facilities or get support from a specialist logistics company.

In order to execute a perfect omnichannel strategy, certain criteria must be met. These criteria are as follows:

• Align and coordinate all the messages in your marketing channels.
• Allow users to identify and interact with how they externally evaluate your business or brand.
• Separate all your customers according to their behavior and characteristics.
• Engage with customers through personalized experiences.
• Reinforce your message across all channels.

What Do You Aim for With Omnichannel Marketing?

With this new generation marketing strategy, consumer experiences are moved to a better point, while at the same time all dynamics in different channels can be managed from a common channel. Thanks to Omnichannel, consumers have a much more comfortable and enjoyable shopping experience by having the same experiences from different channels.

We can give examples of global companies that implement the omnichannel strategy ideally, Nike, Adidas and Wallmart. Thanks to this strategy, brands both increase their efficiency and support the further expansion of their e-commerce network.

What are the Advantages of Omnichannel Marketing?

The advantages of omnichannel marketing can be listed as follows:

• Omnichannel marketing helps maintain market share.
• It creates brand loyalty in customers.
• It strengthens the image of companies and brands.
• It helps companies to increase their sales rates.
• It helps companies to expand their target audience.
• With Omnichannel, more customers can be reached by organizing the same campaigns in both virtual and physical stores.
• Since omnichannel, one of the new generation marketing strategies, can be accessed from any platform, it is ensured that popular brands become more known.
• With the return to cart feature here, interrupted shopping transactions are completed and customers are encouraged to shop more.
• Creating an omnichannel marketing strategy is extremely easy with the use of Customer Relationship Management (CRM) and digital advertising tools (like Google Analytics). Thanks to these dynamics, strategies are processed in accordance with the rules and consumer behavior is observed.