How many connected internet devices do you have within arm’s reach right now?
If your answer is two or more, you have not noticed yet that you are successfully courted by omnichannel strategy. It is the evolution of consumer behavior.
Omnichannel marketing is a buzz word for growth hackers, and it is non-debatable and nontransferable. If you want to take your brand to the next level of success, you must take action on omnichannel strategies to survive the massive foothold of online biggies, like Amazon. And if you are already leveraging internet resources for marketing, you must fasten your grip furthermore.
Omnichannel and multiple channels are two different experiences
Omnichannel marketing seamlessly connects different communication channels that businesses use to engage and interact with their customers. Multiple channel marketing provides customers various means to reach a brand.
While an IDC study reveals that customers who shop across multiple channels bring in a 30% more brand lifetime value, a Havard Business Review, based on a survey done on 46,000 shoppers, reports that 73% of shoppers shop using more than one channel. Findings also reveal that when shoppers research a brand online in advance, they spend 13% more in store.
So, the more channels you have, the more revenues you generate.
To develop your unique omnichannel program, you must carefully work with several departments in your company and look to the stakeholders, such as product, marketing, sales, customer support, and customer success.
Effective Omnichannel Marketing Strategies
Once everything is in alignment, you can plan the transition. We have listed here top 5 omnichannel marketing strategies that will give you some inspiration.
1. Be Global but Act Locally
Your customers do not want to feel alien.
So if you are located in the US, and serving customers in Germany, France, and Spain, have your website help in their local languages, German, French, and Spanish respectively. Use the local currency too. Your visitors should feel local even if they are interacting with an international company. For instance, Nike doesn’t translate their English-version website into a country’s language, but in fact, provides local content too, right from the product description to the customer reviews.
2. Work on Your Mobile Site
Indeed, mobile devices are mainly driving omnichannel marketing. So, you cannot make that your weakness. Study reveals 57% of users will not recommend a brand if its mobile site is not great, and 40% of users will switch to a competitor’s website if they have a negative mobile experience. Layout and hierarchy are the first things you need to change in the tiny mobile screens. Apart from it, work on the processing power or load speed. If a mobile site takes more than 7 seconds to load, percentage of bounce rate increases by 113%.
3. Use Discounts the Way They are supposed to be Used (Sparingly and Effectively)
Digital discounts coupons can still convince a customer to buy something they have never purchased before. You can check one of the following examples for ideas:
- Multi-buy offers: Buy 1 kg oil ($6) + 100 gm red beans ($4) + 1 kg rice ($3) at $10.
- Buy more Save more: Buy for $100, get 10% off. Buy for $170, get 18% off. Buy for $500 and get 25% cashback on American Express card.
- Freebies: Buy for $100 and get a ‘your brand’ t-shirt free. Or buy a laptop, get a hard drive, and earphone free.
- BOGO: Buy one and get one free. Or buy this for $20 and get the second one at $10.
4. Content Alerts for Incentives
Lay’s became famous after their ‘Do Us a Flavor Contest’ where they declared to offer a million-dollar to the user who came up with the most unique chip flavor and name. Urging consumers to post 1-minute videos or guessing the product, ingredient, or place’s name to win prizes are other ways of using content alerts for incentives can drive a huge success for the brand.
5. Consider a Brand Voice
If the label falls off, will people know it’s you?- Ann Hanley
Remember Vodafone’s pug or ZooZoo? Brand voice is the avatar companies use to communicate with customers. Consider a brand voice at all corners of your audience reach. It should remain constant and longlasting across all platforms.
Brands should use omnichannel marketing strategy to reach more customers faster and easier than before.