Omnichannel marketing: what it is and how it is applied

Omnichannel marketing has become a cornerstone of digital strategy, but putting it into practice is still one of the biggest challenges businesses face. You can have a fantastic marketing strategy, engaging social media campaigns, and a well-designed website, but if all these elements don’t work together you haven’t implemented an omnichannel strategy, just a multichannel one.

Omnichannel marketing: what it is?

Let’s start with a definition: the term omnichannel, or if you prefer, refers to the synergistic management of corporate communication channels – physical or digital – and customer touchpoints to improve their experience.

How do you create an omnichannel strategy? Through the synergy of the marketing, sales and customer service departments.

The multi-channel experience is widespread. Think of most businesses – they have a website, blog, and social media profiles. They use each of these platforms to interact and connect with customers, but in most cases users still lack a smooth experience and consistent messaging across each of these channels.

Omnichannel marketing seamlessly integrates the different communication channels that companies use to communicate with customers. This approach analyzes customer perspectives and interests to optimize the consistency of the company’s marketing messages.

How Omnichannel Marketing is applied

Omnichannel marketing seamlessly integrates the different communication channels that companies use to communicate with customers to convey a more coherent and effective message.

For example, Disney has designed an omnichannel experience down to the smallest detail: starting from the perfectly responsive website, from which you can easily book, passing through the “Magic Band”, a bracelet that acts as a hotel room key, storage for any photo taken with Disney characters and even as a tool for ordering food.

Another brand that does well in this sense is Starbucks: it gives you a free card that you can use every time you make a purchase, to accumulate points, to pay and it is even possible to track it online in case of loss.

Now let’s talk about beauty and Sephora in particular which is the queen of omnichannel. In addition to the free beauty seminars and makeup sessions, customers can use the tablets in the store to log into their account while shopping. This information is then reworked to present people with specific offers, based on everyone’s needs. But that’s not all: users can save the desired items in a virtual “Beauty Bag” that automatically synchronizes at the entrance to the physical store, so as to allow staff to know the needs of individuals and provide personalized support. We’ve given you a lot of tips and now start getting into it too!

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