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“Omnichannel” is a term that gets thrown around a lot. But it’s not just a buzzword. The best way to understand omnichannel is to compare it to the term “multichannel.” In a multichannel marketing strategy, you set up various marketing touchpoints which reinforce each other to ease a customer through their buying journey. For example, you may use social media as a channel to attract visitors to your website and email as a channel to nurture leads. Omnichannel is similar. But it’s more universal. The combining form, “Omni,” means “all,” “of all things,” or “in all ways or places.” Simply put, an omnichannel marketing strategy means you create marketing touchpoints that work together on every available channel. At the very least, you create consistent touchpoints on all the channels your customers use. Most businesses use social media, search, and email as marketing channels. Although social media is still the top digital marketing channel according to 81% of marketers according to a survey by Clutch, customers (especially consumers) aren’t just engaging with brands by commenting on Facebook posts.
We’ve been banging the ‘Actionable Analytics’ drum for nearly 10 years now since we believe in the power of data-driven marketing based on digital analytics and customer research. It’s why we’re called Smart Insights! Systems such as Google Analytics and Adobe Analytics are relatively static in terms of reports and functionality. For me, the main trend here is using softer measures to get customer feedback. For example, I’ve been taking a look at some really interesting case studies from Vision Critical (Disclosure: A Content Marketing Partner of Smart Insights) which show how savvy brands are using customer communities to feed back. Another trend here is the adoption of dashboard reporting and analysis systems. At Smart Insights, we have adopted Google’s Data Studio (since it came out of Beta) for our monthly and weekly trading reports alongside the Google Sheets Add-In for the Google Analytics API, which we use for pulling the data through for our RACE digital marketing dashboard.
If you think social messaging apps are just for sending emojis to your friends, take a look at these numbers: 1.3 billion monthly users are active on Facebook Messenger: 10 billion messages are sent between people and businesses on Facebook Messenger every month, WhatsApp has 1.6 billion active users and 55 billion messages are sent via every day, The top three social messaging apps – WhatsApp, Facebook Messenger and WeChat – have more combined users than Facebook or YouTube. These statistics show the popularity of social messaging apps, and since people are spending more time messaging each other, it makes sense to market your company’s products and services where your potential customers are hanging out. Social messaging apps can be very useful in sending messages to customers directly, as they allow personalization and add value to the user experience. In addition, people expect businesses to have a presence on messaging apps because it’s a direct and easy way to interact with them. In fact: 63% of customers are more likely to return to a company website that has live chat.
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