Most modern consumers tend to be impulsive in their purchases, which makes them unpredictable. And with the many ways that consumers can make purchases, they don’t have to pay a lot of attention in researching a product or a business. They also tend to expect brands to follow them around throughout their buying journey, instead of the other way around. That means companies have to anticipate the needs of consumers while also providing a positive experience throughout their buying journey.
That’s where omnichannel marketing efforts become very beneficial to brands, as they give consumers positive experiences with the right messages at the right time in their buying journey. This allows for a personalized and seamless customer experience, and one of the best ways that companies can go about it is through marketing tech and automation.
Omnichannel marketing efforts are very dynamic, and let companies adjust their communications with consumers as well as their content on the go. It also allows companies to gain new insights on customers while doing this. These types of marketing efforts are able to both build and strengthen relationships with customers by putting the consumer first. A company that’s able to understand consumer sentiment and anticipate the needs of customers can generate more audience engagement, speed up the sales cycle, and increase consumer loyalty.
If a user is browsing posts on Instagram while they’re waiting in the checkout line in a story, they can see a sponsored post and open up the product from that post to learn more about it. While the page is loading, the customer gets their turn, which ends up stopping their digital buying journey.
However, from another device, that same user can later continue to research the same product once they get home. Through omnichannel marketing, companies can recognize that it’s the same individual that’s researching the product as before, and then present relevant information that will pick up the journey right where the user last stopped. That way, the company can show that it cares about its customers and anticipate their needs, which results in the customers getting a positive experience with that brand.