Marketing Glossary

What is Omnichannel Marketing? Omnichannel marketing is a multichannel approach that allows companies to advertise across all channels and devices, providing a seamless consumer experience. In a world where customers search across multiple devices, such as mobile, desktop and Connected TV (CTV), omnichannel marketing is a way to reach consumers on each device and market accordingly. For example, a consumer may see a display ad on mobile, and then receive a more in-depth ad on their desktop, where they can more easily research the product for further information. Omnichannel vs Multichannel Marketing Omnichannel vs multichannel marketing are closely related terms, but they shouldn’t be used interchangeably. In the simplest terms, multichannel marketing is more siloed than omnichannel marketing. It uses a variety of marketing channels to engage customers, like out-of-home advertising and CTV ads, but each experience is singular. One channel does not integrate or depend on the other, and that is the difference between omnichannel and multichannel marketing. An omnichannel approach to marketing creates a unified experience for the customer. All marketing channels, across all stages of the funnel, work together in a thoughtful and strategic way. For example, if a company sends a direct mail ad, the messages each person gets is informed by prior engagements and purchases. A more simple example is showing a user a retargeting ad, rather than a generic brand ad.  4 Benefits of Omnichannel Marketing Customers’ expectations of their favorite brands continues to increase, and as a result, companies are starting to see the advantages of omnichannel marketing, both at the campaign level, and in overall business results.  Below are our top 4 benefits of omnichannel marketing:  Better customer experience. Customers engage with brands across a growing number of screens, locations, and voices. When those different touchpoints are ignored by sales reps or…

What is Omnichannel Strategy? An omnichannel strategy is a method crafted by a marketing team to create a comprehensive customer experience across all channels. Marketers use online and offline channels to create touchpoints with their customers, always keeping in mind the previous engagements so the company can strengthen the relationships they have with their customers. At the core of omnichannel marketing strategies is to constantly exceed the expectations of the customer. In today’s world, where competition is fierce and expectations continue to rise, an omnichannel strategy not only allows companies to stand out, but it also provides the necessary information about their target audiences to constantly optimize their strategies and grow their business.  Tips for Creating a Successful Omnichannel Strategy Each individual company will need to determine what performance metrics will determine whether they have a successful omnichannel strategy. However, there are a few foundational elements that every company must remember when building their strategy. The key factors are:  Collaborative teams. A customer experience includes engagements with marketing, sales, customer service, and more. If each team works in silos, they cannot execute a successful omnichannel strategy. Everyone needs to know how the customer is engaging with each team across all departments at all times.  Understand your customers. A successful omnichannel strategy also requires a curiosity about who makes up your target audience segments, what resonates with them, how they engage with your company, and, importantly, how they evolve over time. A customer who has dined at your restaurant for 10 years requires different touchpoints than one who is trying your food for the first time. Prioritize the platforms that work. Omnichannel doesn’t mean that companies need to be everywhere. Brands only need to be where their customers are and ensure that each engagement works together. As you start to run…