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Why omnichannel marketing is more beneficial than multichannel approach and how it improves customer experience

19 July 2023

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SUMMARY

How omnichannel marketing improves customer experience Making a purchase is often a long journey, involving a series of interactions with the brand, which play a decisive role in the decision to buy or not to buy a particular item. A omnichannel marketing strategy can help companies seamlessly integrate and seamlessly across all their channels, understanding the way customers are used to buy and thus taking a personalized approach in order to connect with the various consumer segments in the market. An omnichannel strategy requires companies to strive to provide a consistent and coherent customer experience across digital and physical touchpoints. This methodology encompasses the entire customer journey: from brand discovery to the beginning of the marketing funnel to purchase and retention. This type of strategy makes the purchase journey smooth and hassle-free, as all audience segments experience the same brand experience across all channels. The differences between omnichannel and multichannel: two approaches at the antipodes An omnichannel strategy is quite different from a multichannel strategy. In the former case, in fact, the experiences are more complex and less linear, including and taking into account each individual channel. In the second case, however, a constant line is drawn between channels and…

How omnichannel marketing improves customer experience

Making a purchase is often a long journey, involving a series of interactions with the brand, which play a decisive role in the decision to buy or not to buy a particular item. A omnichannel marketing strategy can help companies seamlessly integrate and seamlessly across all their channels, understanding the way customers are used to buy and thus taking a personalized approach in order to connect with the various consumer segments in the market.

An omnichannel strategy requires companies to strive to provide a consistent and coherent customer experience across digital and physical touchpoints. This methodology encompasses the entire customer journey: from brand discovery to the beginning of the marketing funnel to purchase and retention. This type of strategy makes the purchase journey smooth and hassle-free, as all audience segments experience the same brand experience across all channels.

The differences between omnichannel and multichannel: two approaches at the antipodes

An omnichannel strategy is quite different from a multichannel strategy. In the former case, in fact, the experiences are more complex and less linear, including and taking into account each individual channel. In the second case, however, a constant line is drawn between channels and lacks back-end system integrations, not transferring audience engagement information to another channel and thus not allowing for a smooth and continuous experience. In addition, omnichannel strategies focus more on customers, while multichannel strategies put the brand at the center.

Omnichannel marketing can help companies deliver personalized messages to various audience segments regardless of where they interact with the brand and helps ensure that messages are consistent across all marketing channels. In essence it is about. Reaching the right customers at the right time, with optimized media spending and higher return on investment.

The reference steps of the omnichannel strategy

To develop a customer-centric marketing, it is important to understand thecustomer ‘s needs and collect data on its current experience, testing brand channels and putting itself in the buyer’s shoes This will help to understand whether the experience is smooth and continuous, whether there are weaknesses, and whether some actions require too many steps. The next step involves effect surveys and request reviews, identifying the opinions of the public.

The information gathered will need to be analyzed and understood, turning the research into usable data At this stage it is important to Keep in mind what their customers’ needs are and be able to anticipate them, promoting change and creating their omnichannel strategy in a useful and effective way. At this point, the pathway can be mapped out: the omnichannel strategy allows you to tailor messages to a variety of audience segments and once you understand how they interact with the brand you can target interactions and put messages in the right places at the right time.

The best omnichannel strategy must also consider the most strategic logistics: is assistance offered on the website? Is payment easy? Is the tone of voice of chatboats the same as that used by physical associates? Lastly, it should be mentioned that the omnichannel strategy is constantly evolving and this aspect will help optimize creative content, messages, and budget to create lasting customer relationships and maximize ROI.

The latest omnichannel trends

  • Customers make purchases both online and offline, and therefore the integration of channels makes it possible to reach relevant audience segments.
  • Chatbots are becoming increasingly popular. Artificial intelligence can help with simple and complicated tasks.
  • More channels can mean more involvement.
  • Growth in interactions on multiple devices: customers use a variety of screens, and this is something to consider when developing online remarketing and sales strategies.

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