The omnichannel approach is a widely popular digital marketing strategy. Used and proven by big brands and several big and medium scale companies to acquire their goals or to achieve the best ROI in digital marketing.
In this blog, we will understand the following topics on the omnichannel digital approach and its benefits.
- What do we understand by the omnichannel marketing approach?
- Why digital omnichannel approach is important for any business and how to implement?
What do we understand by an omnichannel marketing approach?
Omni is a Latin origin word that means “all or everywhere” which is introduced in digital media to imply an omnichannel approach which means catering users in every possible channel. Or it could also be defined as creating touchpoints for a better user experience in terms of branding or buying journey of any visitors via different digital channels. Let’s try to understand the same with a small example.
Let’s assume that you and your family are planning to travel to a new destination for a family vacation. And let’s assume that you are supposed to drive above 500 km to reach your destination. So we generally know that to travel 500 Kms we may take 2-3 stops for food or any refreshment. So with the above example, we came to know that there are 2-3 places wherein you took a stop to reach the destination. Similarly, in digital journeys, users can connect with you at different places which are termed and channels. And these digital media points could be videos, display networks, or search networks.
Users may come and stop to watch youtube content, users may come and stop to spend time on Facebook to chat, share, or interact with friends and family, can visit different web pages to read different topics to opt for services. These all are different stop points or are technically termed touchpoints to influence our users. Let’s try to understand it in detail with a small example.
Let’s say that you are driving new traffic/visitors from search ads. Let’s assume you own a store and you also sell supplements online. You run pull ads via search networks to drive traffic and you have several keywords targeting “whey portions online”. As per analytics, you found out users who visit your site are dropping out at first interaction considering that its new brand lets see we have 90+% of users drop out. Here is when you could plan the Omni approach on media to target users in different channels under remarketing. Users can be targeted as follows:
- Google Youtube and Facebook – For video branding and product consideration
- Display & Facebook – Brand engagement with banners
- Shopping & Search RSA – Keeping a tight old hold on existing users on SERP (search engine results page)
Generally, we are trying to connect back users via different online media platforms when they spend time or stops at a specific media platform. Or vice versa this approach can be used.
Note: Media strategy depends on your products or services or budget. The approach may differ from client to client above shared brief is only for example purposes. But make sure that you are making perfect use of a mixed channel or omnichannel approach in your digital marketing.
2. Why digital omnichannel approach is important for any business
Before we discuss and understand why the Omni approach is important we must understand one thing: how unique your product or service is. Do you own a monopoly in the market, what is market size, what is a feasible cost per acquisition for your business in the long run? Without a proper understanding of the above brief entire media push won’t take us to success.
Before you go set with the channels approach, you should understand your product very well. Points to note are your product or services are intent-oriented or need an external push to create interest in your product. Let’s take a look at it with a small example.
Let’s assume that you own a company that sells electronic items via store and online. And you are interested in promoting a category of daily electronics items and you choose mobile phones. Now assume you have great counter sales of brands such as Samsung, Apple, Oppo, etc. However, you also own a dealership for a non-popular brand stating the brand name “XYZ”. Since you get a great margin you have a plan to push sales via digital media. Now here we require a much more mixed or Omni approach to boost branding and presence. Whereas for popular brands already great searches are happening users know the brand well they know what they are looking for the direct approach of sales and creating 1-2 touch points may lead to closer or purchase. Wherein for new brands or unpopular brands we may need more than 6-8 touchpoints. We may need more than 3-4 media channels to maximize presence and to influence the product value and positing.
why the digital omnichannel approach important for business? A single concrete answer to address this question can be briefed as users may need several touchpoints to recall our products or services hence multi-touch helps to maximize our presence. The Omnichannel approach helps an easy way to address the touchpoints.
Key takeaways & conclusions:
- Omni or mixed channel approach is good for both big and small companies
- Touchpoints and channels may be selected as per budget
- Understanding product value is added value before execution