Why Today’s Marketers Must Use an Omnichannel Approach

The world of marketing is rapidly changing. Today’s consumers are more digital than ever, and they’re expecting brands to keep up.

At the same time, consumers are also becoming increasingly savvy with their devices and are navigating through the digital landscape with ease. To meet these changing consumer expectations, you need to consider how to be omnichannel in your approach.

By implementing an omnichannel strategy, you can give your customers the CX they deserve wherever they are — whether it’s on social media, via email campaigns and beyond. We dig into the benefits marketers are seeing by using this strategy below.

Omnichannel Marketing: What It Is

In the past, brands interacted with customers in channel silos. But customers no longer limit themselves to a single channel. They’re constantly switching from websites to apps and more to complete a single task.

To adapt, brands are using omnichannel marketing — a strategy where businesses reach customers at every possible touchpoint and channel for deeper engagement and stronger connections. Think about accessing your bank account either in-app or on a website. Or being able to schedule a doctor’s appointment via email or phone.

An omnichannel approach is especially important to younger generations. A report from the Chief Marketing Officer Council shows 87% of millennials and Gen Z prefer omnichannel communications.
Click to Tweet

A consistent customer experience across channels is especially important to younger generations — 87% of millennials and Gen Z prefer omnichannel communications. Even older generations prefer brands that can communicate across channels — 78% of boomers say they’re unhappy when they have to restart a conversation with a business.

And when companies create a CX that meets them wherever they are, it pays off. Adobe found companies with the best omnichannel approach see 10% YOY growth and a 25% increase in close rates. We dig into what other benefits marketers are seeing from using this strategy below.

Increase Customer Satisfaction With Consistency

A consistent customer experience across channels is key to customer satisfaction. Today’s customers expect the same experience in-store, out of store, on-the-go and at home. For example, imagine you visit a retailer’s site. You add a few items to your cart. The next day, you decide to use their app to purchase those items.

With an omnichannel approach done right, your customer experience should continue without any hiccups. It should be just as user-friendly. The brand voice should be just the same. This kind of consistency is what truly boosts customer satisfaction. And when customers are happy, they’re likely to share their positive experience with friends and family — key to boosting your brand reach and improving your bottom line.

Bolster Customer Service

As customers become more tech-savvy, they expect to be able to contact you wherever they are and whenever they want.

Every touchpoint counts, but customer service is especially important. If a customer has a question or issue with your product, they don’t want to waste time remembering your business hours or what types of communication you offer.

Instead, let them choose how they’d like to reach out to you. Here are some ideas to get you started:

  • Pay attention to your social media. Reply to questions asked on your Instagram, Twitter and Facebook Messenger.
  • Use chatbots for 24/7 support. Automated responses can answer simple questions about your products and services, while customers with more complex questions can be redirected to a live agent.
  • Email customers an Interactive Video that allows them to self-serve on demand.

Wherever you choose to focus your efforts, make it easy for customers to resolve their issues — it shows they can trust you to help them when needed most.

Boost Your Brand Reach

The reach and potential of omnichannel marketing is greater than ever. You can use your physical store to promote in-app deals, or you can use your app or website to promote discounts on social media.


Find out how Gen Z wants to hear from brands

If a consumer sees a deal they like while they’re browsing your website, they can easily tap on it and be directed right to the app where they can make their purchase.

A boost in reach allows marketers to target an audience more effectively than ever before. As a result, businesses are able to increase sales by giving customers what they want, when they want it — and in ways that will motivate them to buy more often.

Omnichannel Marketing for Your Business

As you can see, the world of marketing is changing. The old system of one-way messaging through conventional channels is no longer effective and must be replaced with a more comprehensive approach that includes various channels and mediums.

It’s obvious consumers want brand communications to be omnichannel. But that’s not all. They also want it to be visual. A staggering 62% of consumers want more videos from brands. If you’re not using video across channels, you’re not speaking your customers’ language.

So how can you start? By using the latest video technology. Personalize every video to your viewers to keep it relevant. Add interactivity to make the experience immersive. It’s all possible with our Next Generation Video Platform.

Ready to try it for yourself? Let’s connect.

Schedule a Call

Explore More Content

Generic selectors
Exact matches only
Search in title
Search in content

Subscribe to Our Newsletter

Explore More Content

Related Articles

Email Personalization

Email Personalization: Tips for Cutting Through The Clutter

Email marketing is a tried and true strategy. But in today’s digital age, cutting through the clutter of your customers’ inboxes is trickier than ever before. Today, an estimated 333 billion emails are delivered and received every day. But brands have found a way to rise above the digital noise: By personalizing their email marketing campaigns. By using this strategy, businesses are able to reach more customers, boost engagement and build stronger relationships. To help you get started, we’ll cover why email personalization works (hint: it makes people feel heard) and the tips and tricks you need to effectively personalize your email marketing campaigns. The Issue With Generic Emails Generic emails are impersonal, and this comes with consequences. For one, customers don’t want to be treated like numbers. Brand communications should make customers feel valued — not another sales grab. On top of that, you also risk sending a message

Read More
5 Top Tips for Boosting

5 Top Tips for Boosting Your Customer Lifetime Value

In today’s business climate, customer loyalty is increasingly elusive. According to research from Inmar Intelligence, almost 65% of consumers have switched brands either “often” or “very often” within the past three months. With that being said, it’s more important than ever to make the most of your current customers — and increasing your customer lifetime value is a great way to start. Boost your customer loyalty. Encourage repeat business. Watch your bottom line grow — it’s all possible when you start investing in ways to increase your customer lifetime value. We’ll share our five top tips and tricks to help keep your CLV high throughout the customer journey. Ready to get started? Let’s go. What Is Customer Lifetime Value? Customer lifetime value (CLTV) measures the value of a customer over the course of their relationship with that business. It shows the total revenue a brand can expect to earn from

Read More
Retention Marketing

Retention Marketing: Tips and Tricks for Long-Term Loyalty

While many business owners focus on marketing their products and services to new customers, it’s important to pay attention to the customers that you already have. Your current customers are a source of repeat sales, whether you’re selling physical goods or digital marketing services. Good retention marketing practices help you build strong customer relationships over time and keep your brand top-of-mind so customers come back when they need more of your products or services. This can have a huge impact on your CX, customer satisfaction — and profits. Research from Bain & Company shows a 5% increase in retention increases profit by 25%-95%. Ready to start? Here are our tips and tricks on how you can use retention marketing to drive long-term loyalty. What Is Retention Marketing? One of the most important aspects of any business is keeping your customers happy. However, keeping your customers’ needs in mind is more

Read More