The more technology advances, the more it is integrated into our daily lives.
From customized print ads to apps that help you find the kitchen section in your favorite IKEA store, customers are no longer confined to a single channel or platform as they interact with a brand. And as entrepreneurs become increasingly responsive to individual customers' needs, the lines between what we do on- and offline will continue to blur.
Omnichannel Marketing in Action
An omnichannel experience is a multichannel approach to marketing, selling, and serving customers that unifies many mediums to work together.
Here your print marketing, onsite displays, mobile marketing, and testimonials all tell a consistent story while providing an integrated shopping experience. The focus is on building a stronger relationship between consumers and the brand by smoothing the customer experience, generating consistent content, and multiplying conversions.
What might this look like? The possibilities are as varied as your imagination! Here’s just one example from Coca-Cola:
According to the 2018 World Happiness Report, Romania ranks amongst the top 10 unhappiest countries in Europe.
To turn the Romanian’s attention to the country's overlooked positive news, Coca-Cola Romania launched an inspiring campaign with the hashtag #halffull and an innovative package.
The special bottle, full from the half up, displays positive news about Romania, and urges people to share their “half full story.” Two hundred bottles were sent to Romanian influencers, and the campaign appeared in contextual outdoor displays, social media videos, and websites.
Marketing manager Luliana Nedelcu said this:
“Optimism and positivity are the heart of the Coca-Cola brand, and what better way to launch a conversation about seeing the half full side than through Coca-Cola’s most iconic asset, the glass bottle? We believe this idea has the power to make a true impact, and the reactions and engagement with the campaign so far are a testament of its success.”
Customers on the Move
Why is omnichannel marketing so important?
Because today’s consumers are always on the move! For example:
- 98% of Americans switch between devices on the same day
- 71% of shoppers who use smartphones for research in-store say this has become an important part of their shopping experience
- Today’s consumers average six touchpoints with a business before making a purchase, with nearly 50% regularly using more than four communication channels
The difference between multichannel and omnichannel marketing is small, but mastering omnichannel marketing can work wonders for your bottom line.
Businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates compared to businesses that don’t. And companies with robust omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, combined with a 7.5% decrease in cost per contact.
Why Print Prompts Action
Weaving your print and digital marketing together is an integral part of the omnichannel approach.
Print continues as a catalyst to drive online research and buying practices, and it can spark interest at crucial points in your sales funnel. Data shows that 44 percent of customers visit a brand’s website after receiving direct mail marketing (10 percent more than people who visit landing pages after receiving an email). While under half of all consumers act on an email immediately, almost four out of every five customers will act on direct mail right away. And half of all consumers hold on to print marketing materials for future reference.
Ready to expand the role of print in your omnichannel marketing? We’re here to help you integrate the “moving parts” of your campaigns and point customers to their next best action!