What is Omnichannel Marketing?

Omnichannel marketing sounds like the latest buzzword, but it’s actually an old concept with a new name. The truth is that many businesses, big and small, have been using omnichannel marketing in some form or another without really thinking about it.

Omnichannel marketing is a technique that businesses are using to improve customer satisfaction. Instead of just using one channel to interact with the customer, omnichannel marketing uses many different channels to help the customer get the best experience possible.

Omnichannel marketing means having your business reach out to potential customers multiple ways, both offline and across online platforms whilst maintaining consistent messaging and giving your users a cohesive, logical, and smooth experience as they navigate seamlessly across the platforms.

The way people buy and interact with a brand has changed. Consumers are doing more research across multiple platforms and engaging with a brand multiple times, before making a purchase decision.

According to a Coresight report, 74% of retailers have either started planning their omnichannel strategy or have a strategy and are actively implementing it to improve the customer experience.


The Rapid Expansion of Online Platforms

There are many online platforms which can be used to raise awareness of your brand, communicate directly with your potential customers and help to make sales.

Here is a basic list of online platforms:

  • Social media websites such as Facebook, Instagram, Twitter
  • Video websites such as YouTube and Tik Tok
  • Website/Blog platforms such as Blogger and Word Press
  • Online retail platforms such as Amazon, Ali Baba and eBay
  • Many other retail and business online magazines and publications


The way we shop and how we interact with businesses is changing, and the pace of that change is getting faster and faster.

The number of online platforms that can present your brand to new customers is increasing, and as technological advances increase, so does the opportunity for businesses to engage with customers on a different level.

The rise of ‘Phygital Retail’, the use of augmented reality, location based mobile marketing in advertising, and contactless transactions delivering a seamless customer experience, is just one example of this.

What’s more, omnichannel marketing is becoming increasingly common for more and more businesses to embrace, to engage customers at every point in their buyer journey.

And to further drive that message home, consider that reports show that purchase frequency is 250% higher on omnichannel vs. single channel and the average order value is 13% more per order on omnichannel vs. single channel.

Today, if you’re not engaging in omnichannel marketing, you’re falling behind.


Common Pitfalls with Omnichannel Marketing

One of the problems with running multiple online platforms at once is the amount of time needed in management and the ease at which you can lose control of the messaging and information you are distributing. It’s easy to fall behind on updating some platforms, leaving them lacking in information or content, which makes your business appear out of date, unreliable and unprofessional.

To make full use of these platforms, you need to do more than simply make an account on each one. All these accounts must work together as a cohesive whole to provide a seamless experience for any potential customer.


The Benefits of Omnichannel Marketing When You Get It Right


The benefits – and indeed the importance – of omnichannel marketing is vindicated by statistics that show 67% of customers use multiple channels to complete a single transaction.

Omnichannel marketing is all about creating a positive, tied-together user experience. It means having your online platforms joining together as a cohesive system, despite effectively being made of web pages created by different online companies.

Some real-life examples of omnichannel marketing include:

  • Having the name, description and price of your products listed consistently across all your online platforms to ensure shoppers always know what’s happening with your services.
  • Updating news about your brand on all platforms at once, allowing your social media engagers to like, comment and share these updates. Members of online communities expect to be able to react to breaking news all at the same time.
  • Keeping your brand’s presentation consistent in tone, aesthetics, and messaging across all online platforms so your brand and business is instantly recognisable.


When it comes to growing your business, omnichannel marketing is a great way to reach customers in a way that’s convenient for them. Whether it be a combination of traditional or digital marketing, it’s not just about being online and offline, it is about getting customers to interact with your business in the ways they choose.

Omnichannel marketing is not just about getting e-mails or text messages, it’s about engaging with people on social media and helping them find the products they need, and the most important thing is that it does not depend on how many customers you have, but how you reach and interact with them.

Over a third of online purchases happen over multiple devices and multiple online platforms.

Therefore, it’s crucial that your platforms join together as a cohesive whole and connect to one another.

With omnichannel marketing, you can create the superior customer experience that improves their encounter with your business and brand. Experiences that offer spontaneity of live interactions, that entertain and deliver the convenience of a quick online sale.


How Omnichannel Marketing Provides an Excellent Customer Experience


In 2021, customers don’t go to stores, stores go to customers.

These days, people expect to be ‘entertained’ online and while it’s easy enough to present yourself to customers online, you still need to earn their attention.

Omnichannel marketing makes it easy to ‘entertain’ potential customers because it makes it so easy for them to ‘explore’ your brand online.

They don’t have to stay on the same web page, they can move to your video site, your photo sharing site, or the site where you post educational or informative content, all designed to provide a seamless, integrated user experience.

As they navigate your business from multiple angles, you also engage them from multiple angles and even if an online user does not intend to buy anything from you, it pays to have them interested in following you. An online user will follow you if they enjoy your online content and the experience is ‘easy’ for them.


Let The User Pick How They’re Marketed Towards


With the ability to check out businesses from multiple angles, shoppers are used to engaging with businesses in the way that suits them best.

For some people, shopping online is preferable because of the convenience of shopping from home. For others, going to stores is preferable because they prefer to preview goods before buying them.

Physical stores are still a part of an omnichannel marketing experience. The seamless experience online, needs to translate in an engaging experience instore.

Have you ever wondered why Apple’s retail stores are always busy with a limited product range of computers, iPads, phones, and watches?

They are masters at omnichannel marketing, by integrating an online and offline user experience. What you see online, you can expect to see and experience instore and visa versa.

Typically, Apple customers have experienced the brand across multiple platforms, multiple times, seamlessly.


Get On Board Today

The world is getting smaller. People are more connected. The world is changing every day, every hour, every minute. So, what does this mean for businesses?

It means that businesses need to change. The way to get new customers is changing. The way to keep customers is changing and businesses are trying to figure out how to keep up with the pace of the world.

Omnichannel Marketing is the future of marketing. It’s the future of business but it takes time, effort, and strategy.

We at Pegasus Print Group provide an omnichannel marketing service that ties all your marketing and content together. Our XM2 Cross Media Solution allows you to deploy digital media within an omnichannel environment, while ensuring brand consistency.

Turn your store and online platforms into a cohesive ‘one’ that will give your customers the easiest and most immersive experience as possible.

We are adept in all things online and off, from printing, sourcing, and distributing your physical brand content, to operating your online platforms to provide an effortless experience for your customers.

Our team is ready to share their expertise, all you need to do is call 0414 265 521 or email: tellmemore@pegasusprintgroup.com.au

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