Omnichannel marketing is your brand’s ability to connect experiences across online presences (e.g., website, social media, advertising, email, SMS, CTV, and apps) as well as offline presences (retail stores, events, call centers, direct mail, and outdoor advertising). Why is it important? Connecting these experiences is what truly bonds your brand and your customers—it gives you the ability to understand and guide each customer’s unique journey and maximize your ROI.
Multichannel vs. omnichannel marketing
Many marketers still consider omnichannel marketing and multichannel marketing (not to mention cross-channel marketing) interchangeable terms. They are not. In fact, understanding the difference is the key to fully grasping the business value of omnichannel marketing.
Multichannel marketing is focused on selling specific products or services.
Omnichannel marketing is focused on engaging the consumer about his or her needs.
In other words, even though multichannel marketing may involve more than one channel, each channel employs a one-dimensional strategy. Omnichannel marketing has all your channels working together to create a unified brand experience targeting individuals. That enables you to learn more about each customer, personalize experiences, and grow profitable relationships over time. In fact, omnichannel marketers have a 90% higher retention rate than single channel marketers.
Why Zeta for omnichannel marketing
Now that you understand the value of an omnichannel marketing strategy, consider the unique benefits and capabilities that Zeta offers:
More benefits of omnichannel marketing
Omnichannel marketing is more than just an exercise in orchestration. Here are definitive ways omnichannel marketing can impact your overall strategy.
Personalized, relevant messaging: Ensure that content and offers are personalized at every stage of the customer lifecycle.
Consistent positive brand experience: Customers will interact with your brand in whatever channels they choose. Make sure your value is always clear.
Marketing to the right context: Relevance isn’t just an offer or a message, it is engaging in the right moment, in the preferred channel, and at the peak of interest.
Continuity in communication: Remember the goal is to guide customers through the buyer’s journey. Make sure every channel contributes to the message.
Data-driven marketing: Use the information you possess to understand your customers and engage them in meaningful ways using the right channels.
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