All Things Omnichannel Marketing

Debra Morgan, Marketing Tech Outlook | Saturday, December 26, 2020

Companies who can help their clients achieve certain activities when and where they won't stand to win a slice of the 1.8 trillion dollars that cross-channel revenues are projected to hit in the coming days.

FREMONT, CA: Today's advertisers have to play their own version of a clue. When the path to purchase can start or end anytime, anywhere on any device, it is becoming more and more critical for companies to have a consistent user experience across them all.

According to one study, 90 percent of multiple device owners turn between an average of three a day to complete a mission. Companies who can help their clients achieve certain activities when and where they won't stand to win a slice of the 1.8 trillion dollars that cross-channel revenues are projected to hit in the coming days. And this is why businesses are continually directing their prospects and leading the consumer journey with an omni-channel approach.

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What is Omnichannel Marketing?

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Omnichannel marketing refers to delivering a consistent user experience across all channels related to the customer's journey. The word highlights a change in the way people make progress across the marketing funnel.

In the U.S., 213 million adults have access to the internet, with an average of four different devices. They are more connected and hold more power over the purchasing process than ever before. What used to be a one or two-stop shop is now a journey spanning days, hours, places, and platforms. And these are not strictly technological channels. They may be newspapers or magazines or mail catalogs. They could be the storefront, word of mouth, or an outbound ad like a billboard.

According to one report, consumers who shop through channels have a lifetime value 30 percent higher than those who do not. A further survey of 46,000 shoppers confirms that consumers not only enjoy using different outlets but that they have also invested:

• An average of 4 percent more on each in-store shopping opportunity.

• Ten percent more online than those who use just one channel.

• Thirteen percent more in the pre-purchase study.

It can be inferred from the above research that the more platforms consumers use, the more critical they are.

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