{"id":31924,"date":"2022-01-28T15:58:37","date_gmt":"2022-01-28T15:58:37","guid":{"rendered":"https:\/\/www.digife.it\/?p=31924"},"modified":"2022-03-25T14:30:48","modified_gmt":"2022-03-25T14:30:48","slug":"marketing-omnichannel-unique-experience","status":"publish","type":"post","link":"https:\/\/www.digife.it\/en\/marketing-omnichannel-unique-experience\/","title":{"rendered":"Omnichannel Marketing: Creating a unique experience for your customers"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The <\/span><b>Omnichannel Marketing <\/b><span style=\"font-weight: 400;\">is a strategy used by companies to interact with their customers, with the aim of creating an engaging and satisfying user experience. This includes both physical (shops) and digital (e-commerce) channels.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An omnichannel strategy aims to provide consumers with the ability to find and purchase products online, in-store, or a combination of the two, such as the &#039;buy online and collect in-store&#039; option.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a fast-growing strategy used by companies in many sectors, from healthcare, to retail, from finance to the technology sector.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Thanks to online channels, modern consumers have more choice than ever, the<\/span><b> omnichannel marketing<\/b><span style=\"font-weight: 400;\">in fact, it allows them to interact with companies directly and personally. It all leads to better <a href=\"https:\/\/it.wikipedia.org\/wiki\/User_Experience\" target=\"_blank\" rel=\"noopener\">user experience<\/a> and satisfied users are, consequently, more likely to buy.\u00a0<\/span><\/p>\n<h3><b>What is omnichannel marketing?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><b>omnichannel marketing<\/b><span style=\"font-weight: 400;\"> is the perfect integration between branding, messaging and direct contact (online or offline) with customers. In other words, it&#039;s a marketing strategy that puts the consumer experience at the center. The latter can interact with the commercial activity through many channels: directly in the store, on social networks, through customer service, etc.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An omnichannel approach to marketing must ensure that the user experience is positive in all the channels mentioned above. To do this, a company must foresee some fundamental elements:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">a coherent and easily identifiable identity;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">personalized messaging, according to specific interests;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content aware of past interactions and the buyer&#039;s current situation.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A company with an easily recognizable brand will have a better chance of being remembered by potential customers. A personalized user experience based on their interests and purchase history makes consumers more likely to engage with brand content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In short, the user who interacts with a brand reacts positively when the brand recognizes it, through all possible communication channels.\u00a0<\/span><\/p>\n<h3><b>Omnichannel or Multichannel Marketing?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The <\/span><b>omnichannel marketing <\/b><span style=\"font-weight: 400;\">can be confused with the <\/span><b>multichannel marketing<\/b><span style=\"font-weight: 400;\">, a strategy that, in addition to the name, shares several similarities with the former. Both are in fact based on the idea of engaging consumers across multiple platforms, but they have some fundamental differences. Let&#039;s see them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><b>multichannel marketing <\/b><span style=\"font-weight: 400;\">focuses more on a specific channel and how to make the transaction successful. To get in touch with the company, the user can choose one of the available channels, which however are not in communication with each other.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><b>omnichannel marketing<\/b><span style=\"font-weight: 400;\">on the contrary, he focuses his attention on the interaction of the different channels, aware of the fact that a potential customer path can involve different platforms, before the latter is convinced to make a purchase. The goal of this strategy is therefore to improve the experience of consumers moving from one channel to another.\u00a0<\/span><\/p>\n<h3><b>Benefits<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">But why more and more companies rely on a strategy of <\/span><b>omnichannel marketing<\/b><span style=\"font-weight: 400;\">? What are the benefits? Modern consumers are bombarded with messages from many brands on a daily basis. This has made them more selective in choosing which brands to interact with. In this sense, creating omnichannel user engagement is useful for distinguishing your business from others, with a series of advantages:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">a better user experience: as already mentioned, a happy consumer is more likely to buy;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">a well-defined identity: creating an integrated strategy on different platforms helps to cement the brand identity in the imaginary of users, who will have more ease in recognizing the brand;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">increase in conversions: following the user through navigation in different platforms, providing him with a personalized experience increases his loyalty towards the brand. Brand loyalty increases the possibility that the user purchases from the site again;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">better knowledge of customers: By keeping track of user behavior on various channels, a company is able to better understand their habits and tastes and to adapt to customer needs (note that the rules for processing have recently changed of the personal data of users who visit a website. <\/span><a href=\"https:\/\/www.digife.it\/en\/cookies-change-the-rules-everything-we-need-to-know\/\"><span style=\"font-weight: 400;\">Read here<\/span><\/a><span style=\"font-weight: 400;\">).<\/span><\/li>\n<\/ul>\n<h3><b>New trends<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">As the <\/span><b>omnichannel marketing<\/b><span style=\"font-weight: 400;\"> gains popularity, new trends emerge that can help companies improve the user experience and maximize:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">physical store \/ e-commerce integration: many users, accustomed to large companies, expect to be able to buy online and collect the goods in the store. Implementing this possibility is a must, to stay abreast<\/span><span style=\"font-weight: 400;\">;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">the focus is on the brand, not on the channel: it is necessary to ensure continuity in the information present on the various channels. This is because the user must perceive the different platforms as extensions of the same brand;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Different platforms: Many users start shopping online from one platform and then complete the purchase on another (for example, looking for products from mobile phones and buying them from computers). Being able to keep track of these interactions is useful for optimizing the company&#039;s efforts and resources;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More Channels = Better Customers: Customers who switch between channels usually turn out to be the best customers. In fact, they spend 3 to 4 times more than other users;<\/span><\/li>\n<li aria-level=\"1\">Digitizing the physical store: introducing digital technologies also in physical stores is a good strategy to attract and retain customers (for more information, refer to the next chapter).<\/li>\n<\/ul>\n<h3>Cash register in the EazyPos cloud<\/h3>\n<p>There <a href=\"https:\/\/www.nexup.it\/eazypos\/\" target=\"_blank\" rel=\"noopener\">checkout in the EazyPos cloud<\/a> is a cash register that allows you to digitize and simplify the management of commercial activities. It allows you to:<\/p>\n<ul>\n<li>manage the cash desk through devices such as smartphones, tablets, etc;<\/li>\n<li>check orders (in the case of a restaurant);<\/li>\n<li>control sales;<\/li>\n<li>keep orders under control;<\/li>\n<li>organize marketing campaigns aimed at customer loyalty;<\/li>\n<li>integrate the physical store and e-commerce.<\/li>\n<\/ul>\n<p>Find out more about the topic in <a href=\"https:\/\/www.nexup.it\/2022\/01\/17\/cassa-in-cloud-eazypos-cose-come-funziona\/\" target=\"_blank\" rel=\"noopener\">this NexUp article<\/a>.<\/p>\n<h3><b>Conclusions<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A strategy of<\/span><b> omnichannel marketing <\/b><span style=\"font-weight: 400;\">allows companies to meet their consumers, with the right message at the right time. Across the <\/span><b>omnichannel marketing <\/b><span style=\"font-weight: 400;\">It is possible to offer a cohesive experience that tracks past customer experiences. This facilitates brand awareness in the consumer&#039;s mind, leads to greater engagement, greater retention and increased sales.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For an approach to the world of<\/span><b> omnichannel marketing<\/b><span style=\"font-weight: 400;\"> aware and professional, contact a group of experts in the sector, always updated on the latest news and technologies. Contact Digife and ask for more information, we will be happy to help you. <\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Omnichannel Marketing is a strategy used by companies to interact with their customers, with the aim of creating an engaging and rewarding user experience. This includes both physical channels\u2026<\/p>","protected":false},"author":35,"featured_media":31926,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130,820,59],"tags":[],"class_list":["post-31924","post","type-post","status-publish","format-standard","has-post-thumbnail","category-ecommerce","category-grafica-e-marketing","category-notizie"],"_links":{"self":[{"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/posts\/31924","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/comments?post=31924"}],"version-history":[{"count":0,"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/posts\/31924\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/media\/31926"}],"wp:attachment":[{"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/media?parent=31924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/categories?post=31924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digife.it\/en\/wp-json\/wp\/v2\/tags?post=31924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}