Omnichannel marketing is a multi-channel approach - print and digital - to delivering an integrated customer experience.
Do you remember the last time you shopped online or in-store? Your shopping journey probably looked something like this:
- You've seen an ad on social networks.
- After clicking on the ad, you were redirected to a landing page.
- The landing page contained product details, ratings and reviews. You entered your contact information, but couldn't find your credit card.
- You left the landing page. A few days later, you received an e-mail reminding you to complete your purchase. The brand even sent you a 15% off coupon.
- You have purchased and received the product. The brand has sent you a printed card thanking you for your purchase and encouraging you to repeat the experience.
- A few weeks later, you received an advert from the same brand. The product featured in the ad is very similar to the one you've just bought.
This is omnichannel marketing in action. This form of marketing aims to deliver a consistent, relevant customer experience across multiple print and digital channels. In most cases, these experiences are highly personalized.
If your multi-site brand hasn't considered omnichannel marketing, look twice. Here are the benefits:
Builds brand awareness: when more people see your brand's marketing promotions, they're more likely to recognize your brand in the future. More than just the marketing channels used, increased brand awareness also requires marketing consistency across the entire distributed network. For this reason, many industry-leading brands are investing heavily in brand management software.
Increase brand equity: how do prospects and customers perceive your brand? By investing in more advertising channels, most consumers are likely to think more favorably of your brand. Why is this? Consumers know they can reach your brand at their preferred touchpoints.
Builds trust: from social media to print mailings, investing in a diverse range of media helps to build trust with prospects and customers. Whatever the channel, when your brand delivers on the promises contained in these marketing messages, consumers know they can trust your brand.
The Ramp is the #1 solution for managing local digital advertising for network retailers and FMCG brands.
By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.