Omnichannel Marketing Plan

Let's talk about customer experience (CX), shall we? It is what defines the success of your business and sets you apart from the rest. It also happens to be an integral part of omnichannel marketing.

Unlike multi-channel marketing, omnichannel marketing can best be described as an integrated and comprehensive approach to sales to reach prospects, wherever they are. Instead of focusing individually on social platforms, omnichannel marketing takes advantage of both online and offline channels to target messages, designs and goals to provide a seamless customer experience. This explains why you as a brand need to be 'omnipresent' at every step of your buyer's journey.

The world of B2B marketing is mainly about ROI, but considering the limited budget as opposed to B2C, it is getting a little more complicated than normal. Most B2B companies invest their time and money in multi-channel marketing; however, they seem to fall short on consistency and fluid customer experience. Implementing omnichannel marketing for the B2B industry means that manufacturers, wholesalers and distributors need to optimize their sales channels to meet, engage and meet the needs of their target customers.

Problems arise when B2B marketers try to integrate omnichannel marketing into their offerings. Brandon Spear, President of MSTS Global Supplier of Payment and Credit Solutions for B2B, states: "If you are buying from a retailer who has a B2B channel from their e-commerce platform, go to a physical store, or maybe you'll call them to place an order - how does that seller still maintain their omnichannel solution for you so they know who you are, and interact with you in the same way, whether you are online, by phone, or in a physical store? That's a challenge. "

But that said, MSTS was able to announce its launch of Credit-as-a-Service (CaaS) solution, which is an omnichannel set of applications to enable B2B vendors to manage all aspects of their customer relationships. This way, they get to focus on improving the overall customer experience in the long run.

Since customers not only interact with a brand across one channel, omnichannel marketing can integrate their experience across all channels. Take Centro for example, it is a company that combines programmatic advertising software with tools for purchasing, media planning, analysis and reporting. Jared Rosenbloom, Director of Media Strategy and Operations at Centro, says, "In multi-channel marketing, the goal is to have as many reach points as you can - you want to send your message to as many people as possible. It's cheaper because you do not have to put in the effort "coordinates. omnichannel marketing is different: it's about understanding the path to buying that an individual is taking and how we can talk to them at various points along that path."

To sum it all up, it's only a matter of time before every B2B marketer switches out to omnichannel marketing. With the help of technological advancement, it will not only enable you to offer seamless customer experience, but also enhance and build the value of customers' lives for existing customers.

Passionate Digital Marketer