COVID-19 has accelerated slow-burn trends in a major way. One such significant trend is omnichannel marketing or ‘phygital’. The companies that had an omnichannel strategy in place before the pandemic were least affected.
With consumers going digital-first in their purchasing behavior, it is important for brands to not only have an online presence but maintain a superlative degree of customer experience across all channels. Achieving that is no accidental feat, but rather the result of a well-executed strategy.
Omnichannel marketing is all about creating a seamless and unified customer experience across multiple brand touchpoints like brick and mortar stores, social media, eCommerce sites, call centers, mobile apps, etc.
How important is omnichannel marketing?
According to a study conducted by Harvard Business Review, 73% of customers used multiple channels during their shopping journey. In comparison, only 7% of them shop online-only and 20% shop in-store only.
In the same study, it was also found that customers who are engaged across more than 4 channels spend 9% more in-store than those who use a single channel.
It is certainly a sign of our times for marketers to prioritize omnichannel marketing more than ever. Today, omnichannel marketing is essential to create a positive customer experience at every stage of the customer lifecycle, increase customer lifetime value, loyalty, reduce churn, and build brand value.
Since it’s the need of the hour for marketers to invest and prioritize omnichannel marketing, here are 4 trends that they can’t ignore:
1Focus on personalization
The future of omnichannel marketing lies in personalization, especially when it comes to creating a personalized customer experience. When considering areas of focus, it is important to keep customers and their interests at the forefront. Marketers and brands need to treat their customers as individuals rather than a number on a sheet. Customers want companies to have complete knowledge of who they are, their past purchases and searches, and past conversations. Only by delivering on personalized customer experience can companies score big on reviews and referrals.
2Increase Customer Touchpoints with Chatbots
While having a robot resolving customer concerns and queries would seem counterintuitive to personalization, they can play a key role in boosting customer experience. Tedious, repetitive tasks can be delegated to chatbots and the actual problem solving can be done by humans so that ‘wow’ experiences are created where needed and customer service agents are freed from mundane tasks.
3Focus on Mobile
With increased internet penetration, user-friendly UI, and localization, online shopping is rapidly growing. Industry leaders expect mobile devices to make 73% of eCommerce sales in 2021.* Brands need to focus on innovating their native apps and equipping them with WhatsApp or social media integration that makes customer service easily accessible.
77% of customers aged 18-34 view companies in a positive light that offer quick channels like texting for customer service*. Improving your mobile strategy will help marketers steer ahead of the curve in 2021.
4Social selling is gaining traction
Consumers spend about one-third of their online time watching videos.* Customers are more likely to buy a product after watching a video about it.* Influencers and social selling are gaining popularity at the moment and are here to rule for some time now. With the increased focus on omnichannel marketing, brands will closely monitor social selling.
Some other obvious trends brought about in 2021 are contactless delivery, increased focus on community, and multi-channel attribution. Omnichannel marketing not only helps boost retention and improve customer experience, but the benefits extend to retaining customers and increasing customer lifetime value.
For implementing a successful omnichannel strategy, marketers must be able to implement automated yet personalized experiences. Using CleverTap’s integrated marketing platform, marketers can deliver value to users across 14 channels- including SMS, email, in-app, and push.
Image Credits: Moosend