Omnichannel Marketing – Acquiring Omnipresence in Marketing Landscape
Reading Time: 6minutes
In almost every industry, the brands seem to be battling the cut-throat competition that is getting even fierce. To prevent their ball from getting dropped, they need to juggle through by spreading their arms far and wide, to develop an all-enveloping marketing technique that makes them omnipresent across all the platforms, one can think of. Brands are now adopting a multi-channel approach to market, sell, and serve the customers to provide them a cohesive experience that is more personal, and bears the capability to enhance customer retention.
Do you know, businesses that adopt omnichannel marketing strategies, achieve 91% more customer retention than those that don’t?
Well, Omnichannel marketing is certainly grabbing the wider ground faster.
No wonder, finding innovative pathways of marketing your brand with technological intervention, has allowed the marketers to cater to changing behaviors and demands of customers. Omnichannel marketing is going to be the mainstay for marketers.
Evolution of Marketing – From Brick-and-Mortar to Click-and-Mortar
The rise of Internet birthed eCommerce, and so evolved marketing on digital platforms, leading more and more shoppers to e-stores. As the technologies are further advancing, the potential of digital marketing is expanding.
The omnichannel eCommerce business model led by click-and-mortar, has not only integrated online and offline experiences for the customers, but has also offered seamless experience by enveloping every marketing medium or channel.
As stated by John Bowden, Senior VP at Time Warner Cable, the seamless omnichannel experience refers to:
“Multi-channel is an operational view – how you allow the customer to complete transactions in each channel. Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”
The Internet of Things (IoT) further enhanced the digital capabilities of marketers in providing seamless experience to the customers, by engaging them as much as never before.
Owing to the digital lives that we are leading today, by spending most of our time on various digital platforms, sharing updates, views, thoughts, and way of life in glimpses, it has become imperative for brands to reach out to their customers right there, where they are – the multiple channels. Building existence on these multiple channels is what helps the brands to acquire omnipresence, which refers to adopting a holistic approach of allowing the customers to have an experience from whichever medium or device, and from wherever they want, instead of a specific website or ‘just’ Facebook experience on desktop, tablet or mobile, from a specific location, at a specific time.
Stay Connected! O Yeah, with Omnichannel Marketing
Omnichannel marketing allows the marketers to connect with customers through various channels that are integrated and managed with a single console. Be it social media, email, or even the phone, today every mode of communication is capitalized by the marketers for good. As a brand, once you engage your customer via any medium, you can now take the communication further on any medium, right from where you left last. This requires every integrated medium to update itself about the last communication that happened, and prepare to build a next-level experience based on that.
Consider for instance, a customer who lands on your website through an ad campaign you had run on Facebook, takes a look at your product or service offering, adds to the cart, but oh! leaves without checking out. You try to stop them with your pop-ups in effort to lure them either with a discount or Buy-Get offering, and even request to share their email address. Even if they decline all the prompts, they will be encountering several reminders to complete their checkout process, enormous discount offers, and alternate choices on various other channels. You even include their phone numbers and email addresses to the list of marketing channels, in case they drop them in response to your popups, during the cart abandonment.
Omnichannel marketing keeps you stay connected with your customer by letting you retarget them through multiple channels. This requires following a smart strategy to present yourself sensibly, time-to-time, and this prompts the customer to not only make that particular purchase, but also revisit your website for further purchases.
So, onmichannel marketing makes it very convenient for the customers to engage with brands, and widens the bottle-neck of purchasing decision by them through various mediums.
Prioritizing Customer Experience with Omnichannel Marketing
The unified experience provided at various touch-bases with omnichannel marketing, has received immense acceptance from customers, as they also reciprocate well to the way they are pitched with communication that is consistent, due to the ease they are provided for taking decisions pertaining to their purchase actions.
According to the latest finding by Adobe, the companies that invested more in strategies to engage customers through omnichannels, scaled growth by 10% every year, than the rest.
Another survey conducted on business professionals regarding their marketing priorities for the next five years, revealed that customer experience stands as their top priority or objective, among the product and its pricing.
Multichannel Marketing Gateway to Multiple Opportunities – The More, the Merrier
Omnichannel marketing requires brands to be omnipresent on several channels as this allows them to leverage multiple opportunities to present or market their offerings to their customers, increasing the probability of pulling the customers closer. It is far different from multichannel marketing as brands offer seamless, consistent and personalized customer experience.
The more they interact, the more personalized experience they provide to their customers, leading to stronger chances of customer retention.
By 2025, the global omnichannel retail commerce platform market is speculated to touch US$12.7 billion, according to a study.
Of course, the approach to the omnichannel marketing strategy has to be sensible enough for maintaining great customer experience, for increased return on investment. The coming years are surely going to witness the brands leveraging omnichannel marketing for providing hyper-personalized customer experience.
The expert digital marketers at Tarika Technologies understand the significance of omnichannel marketing solutions and incorporate it in their digital marketing strategies as much as possible, to assist the brands become omnipresent at least in digital landscape.
Joe leads the company’s strategy development and team building processes to formulate and enact the mission and goals. His strategic decisions involve the commitment of various resources for the fulfilment of goals and purposes of the organization, with a positive impact on its various aspects of growth.
With over 30 years of leadership experience, Joe has lead transformation projects, new business ventures, and execution of change management strategies.
In his previous role in C/C Financial Corp, a start-up financial technology business, Joe served as President & CEO. The start-up was scaled up and acquired by a large publicly traded company.
Joe started PeakFormance Leadership Consulting, a leadership and strategy advisory firm that specializes in helping busy executives develop high-performing team and organizations. His experience and proven strategies have helped him lead organization development projects with Fortune 500 companies as well as small to medium size start-ups.
With a strong passion for leadership, Joe has demonstrated the ability to develop cohesive teams, aligned and collaborative teams that achieve extraordinary results. Joe’s passion for leadership and team-building and vast experience enable him to connect with executive leaders and partner with them to improve performance.
Joe holds a bachelor’s degree in Business Administration from Minnesota State University, and an MBA in Organization Leadership from Walden University. He enjoys spending time traveling, golfing and training for Ironman triathlon competitions.
WILLIAM ANSAH
Head of Africa Operations, Tarika Group
20+ years of professional experience
William Yaw Ansah, Chairman, and CEO, Origin8 Limited in Ghana is an accomplished executive with experience spanning multiple sectors – Publishing, International NGOs, Education, Consultancy, and more.
Most recently, William was appointed as Course Manual Author Monitor for Chartered Institute of Marketing, Ghana. He was also appointed as a Member of the Management Committee, School of Arts, University of Ghana. He is also a Member of the Institute of Directors Ghana, an Accredited Member of the Institute of Public Relations, and a member of the Chartered Institute of Marketers, U.K
Over the years, he has been a mentor and advisor to a number of new ventures in Ghana and has trained several organizations such as SSNIT, Ghana Revenue Authority, Ghana Water Company Limited, National Entrepreneurship and Innovation Programme among others.
William has authored a number of books such as Simple English for Senior High Schools in Ghana, Simple English books for Primary Schools in Ghana, and Simple English books for kindergarten, among others.
William received his Master’s degree in Global Marketing from the University of Liverpool, the U.K, and a Bachelor’s degree in Liberal Arts from the University of Ghana, Ghana. He started his career in Ghana as an Instructor, Consultant, and later management member of Afram Publications, Sahabia Publications, Comland Ghana, Origin8 Limited to mention a few.
SACHIN AGRAWAL
Founder & CEO, Tarika Group
20+ years of professional experience
Sachin has over twenty years of experience managing innovation and development of solutions and optimizing complex business processes; Business & Technology Architecture and Integrations. His proficient leadership and exceptional communication skills, technical expertise, combined with industry experience have delivered extraordinary results for his firm and clients.
Sachin instituted Tarika Technologies to support businesses by implementing a strong process-oriented system and the virtual CIO model, managing a team of offshore and onsite professionals. He performs complete business and technology assessment, advises on Enterprise Architecture and provides solutions for mid to large companies, globally. Under his leadership, Tarika Technologies has acquired several key accounts, providing Enterprise Solutions, Infrastructure Solutions (PaaS, IaaS, SaaS), Software & Web Solutions and Mobile Applications.
In addition, Tarika Technologies provides technology and communications infrastructure set up and has successfully launched several products in the ERP, Communication, Entertainment & Media domains. Today, Tarika stands as a global company with presence in America, Asia, and Africa.
Sachin is the CIO to a leading firm in Bethesda, Maryland USA that provides acquisition support services; and technical advisor to the Crisis Center Hotline located in the state of Maryland in the United States. During his career, he also served as Director of Information Technology at a prestigious infrastructure management firm in the DC area providing IT consulting, infrastructure design and enterprise solutions for small to large corporations all around the mid-Atlantic region, as well as governmental organizations. His innovation in business process has led to a patent with the United States Patent and Trademark Offices for one of his clients.
Sachin’s keen interest in International business has formed key alliances and relationships worldwide apart from just Technology. In recent times, he has partnered with Origin8 Limited, a leading PR & Advertisement firm located in Ghana, extending all the products and services offered by Tarika to the African region. As an integral part of this partnership, Origin8 will be heading the sales and marketing of EBIMS AirWatch in the West African market; a cloud-based ERP solution by Tarika, supporting the needs in the Media industry providing real time strategic planning, monitoring, management of operations, automation of collections and complete digitization of payments through integrations to local payment gateways. He is also the Chief Technology Advisor for Origin8 Limited, driving advanced digital solutions for clients in Ghana; and introducing customized ERP for businesses across West Africa.
His keen interest in international business has formed key alliances and relationships worldwide in areas aside technology. Other areas of his expertise include managing and streamlining business processes, vertically independent Enterprise Architecture, Infrastructure Management, IaaS, PaaS, SaaS, high-level network and systems architecture, design and development capabilities of secure distributed applications for both private as well as governmental organizations.
Sachin holds a Master of Science in Information Architecture with highest honors; a Bachelor’s degree in Electrical Engineering and Associates in Computer Engineering Technology from Capitol Technology University in Maryland, USA. In his leisure, Mr. Agrawal enjoys playing musical instruments and practices Haidong Gumdo, the Korean swordsmanship, as a senior martial arts practitioner. His personal blog can be found at www.sachinagrawal.com.
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