If you have an interest in Ecommerce, or keep your finger on the pulse of trade and retail, you will have come across the term Omnichannel Marketing or Strategy, usually followed by an article of vague abstractions. This article should help trim some of the misconceptions, and cement the certainties of true Omnichannel Marketing.
Omnichannel marketing. A troublesome phrase. Semantically speaking it is exactly as it sounds. Omni – one, for all.
But to begin – a vague abstraction of our own:
Omnichannel strategy is exactly as it sounds: One strategy containing all other marketing strategies, online, in-store, Email, Ecommerce, Mcommerce, apps, user experience, Social Media etc.
If that sounds frustratingly non-specific, it’s probably because no two Omnichannel strategies are exactly alike, and agencies like ourselves tailor them to be the most streamlined, efficient and effective for the targeted demographics.
Let’s take, for example, a Caribbean Island which until recently had for its entire tourism campaign; a single website, a ludicrously wasteful print budget and a lonely, neglected Facebook page. An Omnichannel strategy would overhaul the island’s existing practices, beginning with building a brand new website, optimised for mobile and tablet use. This website would present with various language options and area specific domain names for greater personalisation.
This central website would hold more than just vital information, it would be a hosting page for articles, videos, long copy, reviews, top-ten lists and calendars of events. This would in turn feed a Social Media strategy, pumping content and engagement into beautiful and lively Facebook, Twitter and Pinterest pages. These would link back to both the website and Ecommerce sites for total ease of booking and the ultimate user experience – wish fulfilment.
The Websites, Social Media pages and booking options would likewise be available in a custom app for tablets, one which would continue to be of use well past the booking stage of the consumer journey. The app could be linked to Geofencing set up on the island, informing intrepid travellers of various activities, maps to the best viewpoints on the island, the latest events, the best creole or fastest zipline. The app could allow for easy recording and uploading to Social Media pages, with the best of the user generated content being collected for display on the primary website.
In another example, a popular high street clothing store possibly; websites, apps and social media pages could be supplemented or linked with in-store technology. Specialised iBeacons could be placed within store to provide detailed information, style guides or customer reviews of any product within close range of a smartphone or watch with the app installed. Changing rooms could be fitted with augmented reality kiosk to make clothing suggestions, suggestions which could then be shared directly with friends on Facebook and Twitter to engage the customer’s friends and drive sales through peer groups.
Many platforms, many mediums, all working together as one. That is Omnichannel Strategy in a nutshell. There is no limit to its scope, it could include anything from use of wearable tech to personalisation of products. It is the future of marketing, and Redbox Digital makes it happen.