Let’s admit: marketing automation has shed off a lot of responsibilities from your shoulders. As an ecommerce marketer, you no more need to invest your time in repetitive tasks, as these are now easily taken care of by automated tools and the like.
But is that enough? To say the least, one area where automated marketing still needs immense improvement is – providing customers with a unified experience.
Confused? Well, read the article to find out.
Problem Area #1: You Fail To Reach Customers Where They Are
While marketing automation can help you in reaching out to the customers at the right time with the right message, it still would not help you in reaching them at all the places they are at.
In this digital age, customers probably exist everywhere. While your email marketing automated tool can help you in dropping hundreds of emails with exclusive discounts and offers within a minute to your targeted customers, but it still would not help you in reaching the customers on messaging apps and social media.
Thus, irrespective of that fact that every $1 spent on email marketing provides you with $44 in return, it is still vital to be active on various other channels, but marketing automation proves to be of little help in this aspect.
Problem Area #2: You Fail to Provide a Unified Experience
Omnichannel marketing is important, and this is the reason why you use different automated tools to reach your customers at social media, messaging apps, emails, and various other channels.
But this is where you fail to provide a unified experience. As we talked about the limitation of marketing automation tools above, you are probably using different tools to cater to multiple channels which creates incoherency and prevents you from delivering a seamless and smooth experience.
Thus, although marketing automation can keep you active on various channels, it doesn’t help you in delivering a flawless experience, and this is what prevents your brand from connecting better to the customers.
Ultimate Solution: Omnichannel Marketing
This might sound like a buzzword at first, but believe us, it is a lot more complicated and beneficial than that.
Confused between multichannel and omnichannel marketing? Well, you are not alone!
Let’s make things clear.
While multichannel marketing is about reaching the customers on different channels, omnichannel marketing is all about reaching them via different channels but additionally, also ensuring that you deliver a unified experience throughout.
You use multichannel marketing, for instance, by sending luring messages to your customers through popups, emails, push notifications, retargeting ads and so on.
This is similar to omnichannel marketing. But what if the customer responds to your messages on one channel? Do the other channels change their behavior automatically? In the case of multichannel marketing, this is seldom the case, and this is where omnichannel marketing goes extra and provides a unified experience.
Omnichannel delivers a unified experience by connecting all your channels to one platform, thus, enabling the quick sharing of data.
Thus, when a customer sees your ad and makes a purchase, the behaviour of other platforms will change automatically. For example, if a person made a purchase through retargeting ads, a popup message on other channels can read something like this: “Congratulations on your purchase. You might also like to try our spring collection!”
This not only creates a better customer experience but also helps you in customer retention, which in turn, translates to better sales.
That said, the single-channel or multichannel approach is useful only when you are starting out and are focused mainly on making your first sale and acquiring new customers.
But if you have spent quite enough time in the industry, it is the right time to focus on customer retention, and this is what omnichannel marketing equips with.
Believe the figures or not, existing customers are 60-70% more likely to make a purchase compared to just 5-20% new visitors. Not only this, but it was found that loyal customers are five times more likely to forgive bad experiences and four times more likely to refer a brand.
Omnichannel Marketing Case Studies
Net-a-porter is an online-based luxury clothing store. When they started out, they had a big challenge in front of them – how to build a brand that is exclusively online?
To succeed, the brand focused on three important aspects – improving sales, enhancing brand loyalty and nurturing long lasting customer relationships.
They did so with the help of omnichannel marketing. They focused on three channels – social network, email marketing, and retargeting ads.
They blended the three channels wonderfully, and the results were equally captivating too. They generated more than $3 billion in 2017 alone and witnessed a year-over-year growth of 16.9%.
Further, they were even able to increase their order value to $400 which is one of the highest for any online store.
#2 Mainline Menswear
Launched online in 2014, Mainline Menswear is focused on men’s fashion and is a British based ecommerce store.
As expected, this ecommerce business found it hard to keep up with the ecommerce industry. But they took one step at a time and focused mainly on improving traffic and sales. Initially, they focused on email marketing but soon found out that this is what other similar brands of the same niche are doing, thus giving them little opportunity to stand out.
That’s when they adopted a different approach and embraced Omnichannel marketing. For their Winter Sales, they used retargeting ads, cart abandonment rates and sent coupons to the customers via SMS.
As expected, the results were unbeatable. Their 2013 campaign witnessed a 45% increase in direct traffic and a 27% increase in overall traffic.
Why is Omnichannel the New Growth Hack?
It is evident by now that if properly implemented, omnichannel marketing can provide your customers with a unified experience which leads to better user engagement, enhanced brand awareness, and improved sales.
To sum up, Omnichannel marketing helps you in:
Thus, adopt the right techniques and marketing methods which other big players of the industry deploy, and make your way right to the top!