- An omnichannel e-commerce platform provides visibility into the decision-making process and of your customers by integrating all of your marketing channels and showing you their journey.
- It’s common for customer journeys to start on one channel and finish on another channel, hence the term “omnichannel,” or multi-channel.
- You can analyze critical marketing challenges, i.e. buyer journey drop-offs, with an omnichannel business intelligence platform; something that allows you see what happens where.
Gone are the days when an omnichannel architecture strategy was only for the big boys in the billion-dollar brands club. Today’s customers expect a seamless purchasing journey from every angle from every brand (yes, sorry, we’re picky now).
You probably have a pretty website and offer a great customer experience. Sorry, but it’s not enough.
You need to be exceptional and go the extra mile to stay ahead of the competition. Have you heard the phrase “the customer is always right”? We can debate that but it doesn’t take away from the fact that modern customer expects 24/7 service, personalized communication, and a seamless experience across all of your marketing channels.
Fail to meet these expectations, and you’ll be pushing buyers to your competitors. You might have a killer marketing strategy, but if you can’t solve critical marketing challenges like personalizing the decision-maker’s experience so that they can buy anywhere, anytime, your campaigns just won’t be as successful as you’re hoping for.
Luckily, an omnichannel strategy allows you to provide a consistent user experience across your marketing channels. Therefore, you can engage people, personalize their interactions with your brand, and offer superior services to drive the results you want.
In a nutshell, omnichannel architecture can help solve your marketing challenges. Here’s how.
First off, What Is Omnichannel Architecture?
Omnichannel architecture is the merging of all business systems and touchpoints, including websites, social media platforms, applications, and physical stores. Its primary goal is to enable customers to seamlessly move around these channels and make (usually buying) decisions without hitting dead ends, thus, delivering an omnichannel experience.
Also known as headless architecture, it integrates all your marketing channels to provide your customers with a unified, consistent brand experience. Today’s customer’s path to purchase is no longer a straight line that consists of going to a brick-and-mortar and buying something without researching it. Someone will add items to their cart on their smartphone, for example, and then complete the checkout later on a desktop. Or, they’ll buy something online and pick it up in-store.
You must make their journey as easy as possible and provide a consistent experience across all channels. The customer is always right, remember?
Omnichannel Marketing: A Valuable Path to Skip Down, Dorothy
Even though customers expect an omnichannel approach these days, most organizations don’t really do it right. Apart from offering the ultimate customer experience, you should expand your capabilities to omnichannel digital advertising.
You must be thinking: “Isn’t that what I’ve been doing? I’m developing marketing campaigns across channels…”
True, you might have some campaigns going, but if your channels aren’t integrated such that your campaigns offer a consistent experience, then it’s not omnichannel marketing. Whether it’s through an email newsletter, an ad on Facebook, or sales posters at your physical store, making the decision-making process easier for your customers should be your priority.
When done right, omnichannel architecture is a path to creating serious value. Not only will you deliver a seamless buying experience, but it’ll also help increase your ROI via valuable marketing insights.
So…how does headless architecture iron out your marketing challenges like a 1950s housewife? (Too much?) Let’s check it out.
Are Your Marketing Analytics All Over the Place? Integrate Them
Data from separate channels don’t interact in a multi-channel approach. That means analytics and insight from your marketing campaigns are isolated. You don’t want that.
An omnichannel approach integrates your data streams and brings all your channels together so you can have a holistic view of how your marketing efforts are performing. Plus, you can compare performance and customer behavior on each channel, including your omnichannel e-commerce platform.
Your Audience Will Love Your Tailored Offers
Do you like it when Netflix recommends shows and movies to you based on what you’ve been watching? Do you like that e-card with the holiday dancing elves that you can add your picture and your friends’ pictures to? Who doesn’t?!
Just like with these personalized experiences, omnichannel architecture allows you to offer customized services across your marketing channels. It makes it easy to offer tailored, relevant, and targeted engagement across channels. You can send potential customers personalized offers, ads, content, and messaging.
As a result, your customer loyalty and recurring revenue can increase. Personalization across multiple channels can result in a 300%+ increase in ROI, according to 51% of marketers.
Generating Traffic and Leads Is a Headache for Every Marketer
Generating traffic and leads is most likely a major discussion during every marketing meeting you have. It’s kind of a big deal.
Generating consistent demand and quality traffic is enough to make you dream of sprouting wings to fly away. But because you can’t, you must find a way to resonate with your audience.
That means you have to look at your analytics often. This way, you’ll know whether the content you’re sharing is what your audience wants. You’ll also get to see the performance of your advertising campaigns. You’ll see how your campaigns need to improve to generate more traffic, leads, and conversions.
Make Yourself Known
A consistent brand image creates a cohesive brand identity and a unified experience for new and existing customers. Omnichannel architecture helps to ensure your brand is visible and easily recognizable across all touch points in the various channels.
Our increasing use of technology is also causing a change in customer behavior. The touch points along a customer’s journey have increased, and users interact with brands simultaneously across multiple channels.
Your customers may have mixed perceptions about your brand if your channels don’t provide a consistent experience. Don’t make people laugh on Twitter but bore them to sleep with your dull blog posts (or, alternatively, don’t blame it on the intern when the tweets get a little “off”).
Drive Results by Integrating Your Marketing Channels Like a 1970s Coca-Cola Commercial
The success of your marketing efforts is measured by your results rate and ROI. Modern customers want personalization and a seamless buying experience. They’ll drop you for your competition, but there’s something you can do about it.
Implement omnichannel architecture. You’ll be able to offer experiences tailored to your audience and get cleaner data and performance insights.
Model B is an omnichannel, end-to-end agency and your ideal partner for building an integrated omnichannel architecture. Powered by Blueprint, our next-generation solution for omnichannel advertising, we’ll design powerful creatives and grow your business by providing unprecedented visibility and analytics to power omnichannel marketing.
Contact us today and let us transform your marketing efforts.