Omnichannel is the New Black: Omnichannel Structure in Marketing

July 8, 2019
May 22, 2020

Out with the old, and in with the new! In this series, we’re exploring a new style of connectivity across different aspects of your business starting off with marketing, a great way to begin to visualize the potential effects of omnichannel structuring.

When marketing your service to your customer base, everyone knows it is essential to utilize more than one means of communication to optimize company exposure. In fact, it has long been accepted that the best way to reach customers is by having more and more ways to reach them. This multichannel style of structure can be seen all over the business world, across every industry, and in every marketing plan.

So, with that being said, why is it in such a desperate need of an upgrade?

Put simply, multichannel excels by covering as many bases of the customer as possible. It allows for collecting data across many platforms to make informed marketing decisions on each platform. However, where it falls short is its inability to link together the information gathered to deliver unified content to the customer and provide a consistent marketing experience.

The solution? Omnichannel marketing.

Contrary to the multichannel structure, this strategy-of-the-future aims to unite the data collected and add the integration to the multichannel approach in order to deliver the ideal customer experience.

It seems that customers aren’t looking for their interactions to be siloed anymore, despite wanting the availability of multichannel communication. With companies using omnichannel engagement strategies benefitting from 91% greater customer retention rates on average compared to companies that lack them, its effectiveness isn’t difficult to see, per an Aspect Software survey.

Fortunately, the answer to all of this is possible thanks to cloud computing. The Salesforce Customer 360 software allows you to use all channels for automated marketing, sales, and service in one location, eliminating the need for awkward integration. Offering even more clarity, contact relationships and customer account rankings are also visible.

Similarly, Salesforce Pardot and Marketing Cloud also use an AI-based platform to utilize that integration and create automated, personalized marketing experiences for each customer. This helps you act on hot leads and nurture the others, all while giving superior transparency to how your marketing campaigns turn to leads and sales, B2B or B2C. The numbers are there to back it up, with companies like Productboard seeing a 400% increase in customer base year on year and serving 10x more leads after Pardot implementation. Salesforce even has their own ROI calculator to see what benefits are specifically available for you.

Change isn’t always easy, and finding the right way to holistically combine your marketing channels can seem like a heavy commitment; that’s why over a quarter of businesses have yet to take any action at all on an omnichannel strategy. With Salesforce, it's easy as can be to put you on the right track and start effectively connecting with your customers better than ever before.

If you want to get started, get familiar with the options available to you to help integrate and automate your marketing processes, especially Pardot and Customer 360. When you are ready to take the next step and formulate the best plan to see results in your business, let us know; we will work together to get you there!

It’s never too late to start improving your customer’s marketing experience! Get in touch with Zuzana to see how Enehano can get your company to perfect customer connections with omnichannel marketing.

Published by Max Sands, Content Creator and fresh face at Enehano Solutions.

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