Today’s customers have incredibly high expectations. They want quick answers and solutions, high-quality offers, and expect to interact with brands through their preferred channels.
It’s not as easy to please today’s empowered customers – they’re impatient, picky, and more demanding than ever. Long gone are the days when throwing an ad in their face was an effective marketing strategy.
Meet omnichannel marketing – a modern approach that consists of making your brand present across multiple channels.
In the ecommerce industry, omnichannel is becoming the new norm. Adopting this new practice is crucial for your ecommerce store to succeed and thrive.
What is omnichannel marketing?
Omnichannel marketing consists of making your brand available on a variety of channels and platforms.
For example, a brand taking this approach wouldn’t settle for having a website.
It would also be available, for example, on –
- Social platforms like Facebook, YouTube, and Twitter
- Paid channels such as Google Ads, Facebook ads, or LinkedIn Ads
- Marketplaces like Amazon and Walmart
- Search engines (especially Google Search)
To help you put things into perspective, let’s compare omnichannel with a completely different approach.
What is single-channel marketing?
Single-channel marketing, as you may imagine, consists of using one channel to interact with customers.
An example of this is ecommerce brands that list their products particularly on Amazon, or stores that only offer their products through their website.
Why your brand needs an omnichannel strategy
In the past, brands could create very successful marketing campaigns by using just one channel.
Promotions largely took place through traditional, outbound channels such as TV, Radio, or newspapers. This used to work well because consumers didn’t expect to have much control over the content that they consumed.
With the rise of the internet, people could choose which pages to visit and what content to see.
This increased the number of channels available to them, giving them more control over how they interact with brands.
As a consequence, brands using a single channel have significantly less visibility now.
Think about this, if a certain consumer prefers to use a different channel than what your brand uses, what do you think would happen?
For starters, they would probably never hear of your company.
If by any chance they were to hear about it, they are unlikely to use a new or different platform just to interact with your brand.
With countless competitors available through their preferred platforms, they won’t hesitate to pick one of them.
Omnichannel is the future of ecommerce
Availability is just one of the many reasons to take an omnichannel approach.
Consumers nowadays use multiple devices, platforms, and channels every day. They check email, spend hours browsing social media, and resort to google when they have a problem.
On top of that, COVID-19 has led us all to spend more time with technology.
By interacting with consumers through multiple touchpoints, your brand is constantly (or more often) in their minds.
For example, if a visitor reads three of your blog posts, it makes sense to set up a targeted ad that’s displayed on their Facebook feed.
This omnichannel approach with your ads would make them more cost-efficient, as they would appear to people that are likely to convert.
In ecommerce, omnichannel is becoming the norm. To have a chance, and even an edge, against your competitors, you need to adapt to today’s digital landscape.