{"id":18403,"date":"2021-05-03T18:14:16","date_gmt":"2021-05-03T22:14:16","guid":{"rendered":"https:\/\/www.ceros.com\/inspire\/?p=18403"},"modified":"2021-05-03T18:14:16","modified_gmt":"2021-05-03T22:14:16","slug":"omnichannel-marketing","status":"publish","type":"post","link":"https:\/\/www.ceros.com\/inspire\/originals\/omnichannel-marketing\/","title":{"rendered":"Here, There, and Everywhere: The Shapeshifting Potential of Omnichannel Marketing"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>Omnichannel marketing may seem familiar in broad strokes, but the details are constantly changing. And although \u201comni\u201d is the Latin word for \u201call,\u201d omnichannel marketing doesn\u2019t mean you have to be everywhere. Rather, it\u2019s a brand marketing strategy in which every point of contact enhances the experience of another for the consumer\u2014the whole becomes more powerful than the sum of its parts. It makes for easier customer journeys, higher sales conversions, and a frictionless process that keeps your company in the audience\u2019s mind beyond a single click or sale.\u00a0<\/p>\n\n\n\n<p>As channels and audiences naturally shift\u2014coupled with 2020\u2019s pandemic-driven rearrangement of, well, <em>everything<\/em>\u2014there is new urgency for brands to better engage with their customers across this ever-expanding landscape of devices, outlets, and interactions. Assuming that there are more channels than most company\u2019s finite budgets can effectively target, omnichannel marketing\u00a0creates a cohesive and continuous user experience\u2014at least when it\u2019s done right.<\/p>\n\n\n\n<div style=\"position: relative;width: auto;padding: 0 0 73.86%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none\" id=\"experience-60906ed171a0c\" data-aspectratio=\"1.35382956\"><iframe allowfullscreen=\"\" src=\"\/\/view.ceros.com\/ceros-marketing\/test-pull-quote-2-2-2-1-1-2-1-1-1-1-1-2-1-1-1-1-1-3-2-1-1-1-2-2-2-3-1-1-2-1-2-1-1-2-1-2-1?heightOverride=927\" style=\"position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%\" frameborder=\"0\" class=\"ceros-experience\" title=\"Omnichannel PQ2\" scrolling=\"no\"><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n<p>Most brands understand the importance of creating experiences\u2014whether in-person or digital\u2014but the execution of those experiences\u00a0varies widely. According to Total Retail\u2019s <a href=\"https:\/\/mytotalretail.tradepub.com\/free\/w_defa618\/\">2020 Top 100 Omnichannel Retailers Report<\/a>, companies who fared the best during the pandemic were those who adapted omnichannel strategies that prioritized understanding their audiences and meeting them where they already were in order to make long-term connections.<\/p>\n\n\n\n<p>This isn\u2019t advice to proliferate subpar content across every platform, but to direct your audience to the great content you already have in the places that are both most relevant to them and most beneficial to you. This looks different for every company\u2014brands targeting Gen Z might take their chances with TikTok, while B2B marketers might promote a Clubhouse room. Ultimately, there is no single answer or shortcut. But with so many different companies doing distinct versions of omnichannel marketing, it\u2019s easy to find lessons suited to your brand or business.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style='position: relative;width: auto;padding: 0 0 62.5%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none' id=\"experience-5ee1313c103da\" data-aspectRatio=\"1.6\"><iframe allowfullscreen src='\/\/view.ceros.com\/editorial-content\/landing-page-1-2-1-1-2-1-1' style='position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%' frameborder='0' class='ceros-experience' title='Inspire Curious Sign-up Embed' scrolling='no'><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n\n\n<h2>Businesses mastering the art of omnichannel<\/h2>\n\n\n\n<p>The brands doing the best omnichannel work are not just ticking channels off the list, but finding new ways to have a conversation. Consumers want seamless experiences and brands want to increase their sales and views, so offering smooth connections across channels and easily funneling viewers to those channels is one of the peak benefits of omnichannel marketing. With consistent messaging, brands can offer audiences one cohesive experience that solves for their current needs most effectively.&nbsp;<\/p>\n\n\n\n<p>It\u2019s important for 21st century brands to be relevant in the face of unpredictability, and omnichannel approaches offer that relevance across numerous channels. Banks like Chase and Bank of America, for example, now offer the ability to deposit checks, pay bills, or make appointments in an efficient way on their mobile apps.\u00a0<\/p>\n\n\n\n<div style=\"position: relative;width: auto;padding: 0 0 73.86%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none\" id=\"experience-60906e52659ec\" data-aspectratio=\"1.35382956\"><iframe allowfullscreen=\"\" src=\"\/\/view.ceros.com\/ceros-marketing\/test-pull-quote-2-2-2-1-1-2-1-1-1-1-1-2-1-1-1-1-1-3-2-1-1-1-2-2-2-3-1-1-2-1-2-1-1-2-2-1-2-1?heightOverride=927\" style=\"position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%\" frameborder=\"0\" class=\"ceros-experience\" title=\"Omnichannel PQ1\" scrolling=\"no\"><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n\n\n\n<p>While multichannel marketing reaches the consumer in a few different places, those places aren\u2019t always complementary. Those different channels simply exist, sometimes totally independently. Omnichannel marketing, on the other hand, provides one connected experience. Furthermore, it gives companies the flexibility to quickly respond to changing consumer habits.<\/p>\n\n\n\n<p>Different companies have implemented omnichannel marketing in different ways. But during the pandemic, all of the most successful brands were focused on gaining the loyalty and trust of audiences, even if they weren\u2019t making purchases with them. <\/p>\n\n\n\n<p>Many consumers tightened their budgets, and these brands understood that their audiences had different priorities in 2020. But this didn\u2019t mean falling off the radar. By keeping the potential consumer engaged, even when they weren\u2019t ready to purchase, the relationship remained close, so that consumers were always <a href=\"https:\/\/www.forbes.com\/sites\/philkafarakis\/2020\/06\/11\/time-for-an-omnichannel-strategy-to-get-you-through-these-unprecedented-times\/?sh=895777536d4f\">only one click away<\/a> from a sale.<\/p>\n\n\n\n<p>As we emerge into an era of renewed consumer spending, the brands who made deposits to cultivate relationships in 2020 are in the best position to make withdrawals in 2021. By understanding their consumers and consistently tailoring their content to reach them, some standout brands have mastered the art of omnichannel marketing. Whether you work at a small company or a big brand, there\u2019s a lot that brands can learn about how innovative omnichannel strategies can activate and excite their target audiences.<\/p>\n\n\n\n<h3>Glossier<\/h3>\n\n\n\n<p>Glossier is a master at providing immersive experiences that nurture relationships. The brand is <a href=\"https:\/\/churnbuster.io\/playing-for-keeps\/rethinking-customer-experience-with-glossier\">defined<\/a> by <a href=\"https:\/\/www.forbes.com\/sites\/pamdanziger\/2018\/11\/07\/5-keys-to-beauty-brand-glossiers-success\/\">changing the perception of beauty<\/a> into something inclusive and personal\u2014a perception that celebrates rather than shames the consumer. Its store experience is based on product discovery, with heavily branded locations designed to be intimate from start to finish.<\/p>\n\n\n\n<p>Even during the pandemic\u2014Glossier was one of the <a href=\"https:\/\/www.allure.com\/story\/glossier-closes-stores-coronavirus-response\">first major stores<\/a> to announce temporarily closing their stores\u2014founder Emily Weiss insisted that the store\u2019s brick and mortar locations were only a small part of the company\u2019s strategy. \u201cSince day one, we\u2019ve been a digital-first company, and even in \u2018normal\u2019 times, the vast majority of our sales happen online,\u201d she <a href=\"https:\/\/www.glossy.co\/beauty\/beauty-brand-leaders-predict-the-future-of-omnichannel-the-industry-will-prioritize-richer-digital-experiences\/\">said<\/a>. \u201cThat doesn\u2019t diminish the role of retail; it elevates it. As shopping for beauty online becomes the norm\u2014and this period is undoubtedly accelerating that trend\u2014retail gets to be about so much more than just procurement. It\u2019s about human connection.\u201d<\/p>\n\n\n\n<p>Glossier\u2019s focus on connection has long since been about connecting with customers in a genuine way.&nbsp; Instead of talking down to its customers, the giant brand was <a href=\"https:\/\/www.cnbc.com\/2019\/03\/20\/how-emily-weiss-took-glossier-from-beauty-blog-to-1-billion-brand.html\">born from Weiss\u2019s online blog<\/a> <em>Into The Gloss<\/em>, which prioritized content its audience could relate to. That approach is mirrored now in Glossier\u2019s use of \u201cnormal\u201d people in their ads, rather than inaccessible models and celebrities. Across every channel, Glossier wants to prove that it\u2019s like a confidant and best friend, rather than an intimidating brand.&nbsp;<\/p>\n\n\n\n<h3>Nike<\/h3>\n\n\n\n<p>\u201cJust Do It\u201d is more than just a slogan\u2014Nike encourages its consumers to \u201cJust Do It\u201d in their daily lives. With its <a href=\"https:\/\/www.indigo9digital.com\/blog\/how-nike-is-turning-your-smart-phone-into-a-digital-shopping-assistant\">various apps<\/a>\u2014including NikePlus for rewards spenders, Nike Training Club for athletes (or aspiring ones!), and SNKRS for loyal sneakerheads\u2014the company ushers every kind of consumer towards a catered shopping experience. By rewarding users for engaging with brand content and making purchases with incentives like exclusive content, Nike is giving its audience reasons to just do <em>it <\/em>(read: buy and use their products) more than ever.&nbsp;<\/p>\n\n\n\n<p>Research has proven that the reward-seeking method works when users have something to work towards, much like any other goal. Total Retail\u2019s report showed that nearly 80 percent of loyalty program members can earn points and redeem them across multiple transaction channels for the retailers that the report evaluated, up 5 percent from last year. That stat demonstrates the value of flexible loyalty programs that help generate loyalty and nurture relationships. Nike was able to reap the benefits of this system even after its stores closed in 2020.<\/p>\n\n\n\n<p>Nike also uses data collected from its various apps to find out who to target. For specific campaigns, the company <a href=\"https:\/\/www.indigo9digital.com\/blog\/how-nike-is-turning-your-smart-phone-into-a-digital-shopping-assistant\">uses demographic data <\/a>to see who is engaging with its products the most and create content specifically targeted to them\u2014using casting, location, and collaborations to resonate with specific profiles. <\/p>\n\n\n\n<p>And like Glossier, Nike knows how to create an immersive experience. The brand&#8217;s giant storefront in downtown Manhattan is complete with a mini basketball court, soccer area, and running simulations. While these features are not directly sales-oriented, they make the overall experience one-of-a-kind.<\/p>\n\n\n\n<h3>Target<\/h3>\n\n\n\n<p>Loyalty can also be nurtured outside of specific membership programs. Brands of all kinds use social media, newsletters, or targeted campaigns to build a following that is obsessed not just with the product, but the brand identity and story. <a href=\"https:\/\/www.forbes.com\/sites\/philkafarakis\/2020\/06\/11\/time-for-an-omnichannel-strategy-to-get-you-through-these-unprecedented-times\/?sh=895777536d4f\">Brands which have found success<\/a> often nurture the habits of their specific consumer base.&nbsp;<\/p>\n\n\n\n<p>Target is adept at focusing on discovery and trusting that sales will come, rather than trying to force them. The company partnered with Pinterest to <a href=\"https:\/\/techcrunch.com\/2017\/09\/25\/target-is-adding-pinterests-visual-search-tool-to-its-app-and-website\/\">integrate the Pinterest Lens<\/a> into Target\u2019s app, so customers who see an item they like could snap a photo and find similar items available at the store, and this strategy helped Target boost its sales <a href=\"https:\/\/www.moengage.com\/blog\/7-brands-who-mastered-omnichannel-marketing-campaigns\/\">by almost 10 percent<\/a>.&nbsp;<\/p>\n\n\n\n<h3>Virgin Atlantic<\/h3>\n\n\n\n<p>While Target found success in a partnership with a social media platform, Virgin Atlantic stepped up its audience communication by engaging on different platforms.<\/p>\n\n\n\n<p>Virgin created social media campaigns to encourage and incentivize travel lovers\u2014particularly those who are already Virgin customers\u2014to post about their past and future vacations. In effect, the brand associated itself with a longing for travel, and it created a positive feedback loop of validation and communication. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">What kind of holiday are you dreaming of next?<\/p>&mdash; virginatlantic (@VirginAtlantic) <a href=\"https:\/\/twitter.com\/VirginAtlantic\/status\/1383018631114719233?ref_src=twsrc%5Etfw\">April 16, 2021<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>As people began traveling again, Virgin also <a href=\"https:\/\/twitter.com\/VirginAtlantic\/status\/1385624504907571201\">promoted<\/a> a smartphone app to help support \u201ca frictionless customer experience for permitted trips, with a digital \u2018one-stop shop\u2019 to collect, store and verify Covid-19 health credentials.\u201d The brand\u2019s responsive approach keeps it top-of mind as the most flexible and frictionless service.<\/p>\n\n\n\n<p>Jeremy Boudinet of <a href=\"https:\/\/customerthink.com\/15-brand-examples-of-amazing-omnichannel-experiences\/\">Customer Think<\/a> noted that Virgin Atlantic doesn\u2019t want to just convert customers\u2014it wants to form relationships. \u201cVirgin Atlantic goes beyond the sale,\u201d he wrote. \u201cTheir customer experience is just beginning at the point of sale. For them, it\u2019s about being there all the way.\u201d By encouraging customers to share their travel experiences, they create a community and conversation that resonates with their audience emotionally and gives them the feeling of participation.<\/p>\n\n\n\n<h2>How anyone can implement an omnichannel strategy<\/h2>\n\n\n\n<p>Omnichannel marketing can be transformative if done well, integrating brands into the lives and thoughts of their target audience. When channels are connected seamlessly, offering multiple points of contact and encouraging potential customers to become loyalists, brands can produce consistent engagement and high sales conversions. But any disjointed approach just adds to the friction that no customer wants, especially at this moment.\u00a0<\/p>\n\n\n\n<p>Because this marketing approach can seem overwhelming, companies have to invest in the channels that speak most to their brand and their audience. Clint Fontanella, a manager at Hubspot, believes that technological upgrades will continue to make it easier for all kinds of companies to connect with their audiences. \u201cThere&#8217;s no doubt in my mind that future changes (in technology) will make it possible for even the smallest of companies to engage directly with customers\u2014no matter where they are, what they&#8217;re doing, or what device they&#8217;re using,\u201d he <a href=\"https:\/\/blog.hubspot.com\/service\/omni-channel-experience\">said<\/a>.<\/p>\n\n\n\n<p>So it\u2019s not about being on \u201call\u201d the channels, but making your audience feel like you are\u2014because you\u2019re on all the ones that are relevant to them.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style='position: relative;width: auto;padding: 0 0 62.16%;height: 0;top: 0;left: 0;bottom: 0;right: 0;margin: 0;border: 0 none' id=\"experience-5f2c7bc26c2c1\" data-aspectRatio=\"1.60869565\" data-mobile-aspectRatio=\"0.97560976\"><iframe allowfullscreen src='\/\/view.ceros.com\/ceros-marketing\/get-industry-report?heightOverride=460' style='position: absolute;top: 0;left: 0;bottom: 0;right: 0;margin: 0;padding: 0;border: 0 none;height: 1px;width: 1px;min-height: 100%;min-width: 100%' frameborder='0' class='ceros-experience' title='Industry Report' scrolling='no'><\/iframe><\/div><script type=\"text\/javascript\" src=\"\/\/view.ceros.com\/scroll-proxy.min.js\" data-ceros-origin-domains=\"view.ceros.com\"><\/script>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<div class=\"myclass\">Although there is no single shortcut to a great omnichannel marketing strategy, it\u2019s easy to find lessons suited to your brand or business from the variety of companies doing it well.\n<\/div>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":119,"featured_media":18404,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Shapeshifting Potential of Omnichannel Marketing - Ceros Inspire<\/title>\n<meta name=\"description\" content=\"Although there is no shortcut to great omnichannel marketing, it\u2019s easy to find lessons suited to you from the companies doing it well.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ceros.com\/inspire\/originals\/omnichannel-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Shapeshifting Potential of Omnichannel Marketing - Ceros Inspire\" \/>\n<meta property=\"og:description\" content=\"Although there is no shortcut to great omnichannel marketing, it\u2019s easy to find lessons suited to you from the companies doing it well.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ceros.com\/inspire\/originals\/omnichannel-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Ceros Inspire\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-03T22:14:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2021\/04\/Feature-Tile.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1540\" \/>\n\t<meta property=\"og:image:height\" content=\"1112\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\">\n\t<meta name=\"twitter:data1\" content=\"Langa Chinyoka\">\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\">\n\t<meta name=\"twitter:data2\" content=\"7 minutes\">\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.ceros.com\/inspire\/#website\",\"url\":\"https:\/\/www.ceros.com\/inspire\/\",\"name\":\"Ceros Inspire\",\"description\":\"Just another Ceros Sites site\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/www.ceros.com\/inspire\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/www.ceros.com\/inspire\/originals\/omnichannel-marketing\/#primaryimage\",\"inLanguage\":\"en-GB\",\"url\":\"https:\/\/www.ceros.com\/inspire\/wp-content\/uploads\/sites\/5\/2021\/04\/Feature-Tile.png\",\"width\":1540,\"height\":1112},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.ceros.com\/inspire\/originals\/omnichannel-marketing\/#webpage\",\"url\":\"https:\/\/www.ceros.com\/inspire\/originals\/omnichannel-marketing\/\",\"name\":\"The Shapeshifting Potential of Omnichannel Marketing - 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