omnichannelmarketing-230104053046-272564cd.pptx

ppt on omnichannel marketing

1. Defining Omnichannel Marketing OMNICHANNEL MARKETING RISHABH TIWARI MBA22061

2. TABLE OF CONTENTS INTRODUCTION THE RISE OF OM NI CHANNEL MARKETING OMNICHANNEL MARKETING STRATEGY OMNICHANNEL MARKETING BENEFITS MOVING FROM PHYSICAL TO DIGITAL

3. INTRODUCTION 01

4. Omnichannel marketing is defined as a cross- channel marketing discipline that aligns content delivery across various marketing channels to provide seamless and consistent content experiences across the buyer’s journey and beyond. Omnichannel marketing acknowledges and addresses the fact that the modern customer is no longer confined to a single platform, and therefore, strives to deliver a smoother buying experience to customers regardless of the channel, platform or the stage of the buyer’s journey. WHAT IS OMNICHANNEL MARKETING?

5. THE RISE OF OMNICHANNEL MARKETING 02

6. IT HAS EVOLVED AND GAINED PROMINENCE DUE TO :- Shift in Consumer Behavior: With the proliferation of digital devices and channels, consumers have become more connected and expect seamless experiences across multiple touchpoints. They may research products online, visit physical stores to see them in person, and then make the purchase through a mobile app or website. This shift in consumer behavior has necessitated a more integrated approach to marketing. Fragmentation of Channels: The rise of digital marketing channels such as social media, email, mobile apps, and websites has led to a fragmentation of channels. Marketers need to engage with customers across these various channels to maintain visibility and relevance. Demand for Personalization: Consumers increasingly expect personalized experiences from brands. Omnichannel marketing allows marketers to gather data from multiple touchpoints to better understand customer preferences and deliver personalized content and offers across channels. THE RISE OF OMNICHANNEL MARKETING

7. Advancements in Technology: Technological advancements, such as customer relationship management (CRM) systems, marketing automation platforms, and data analytics tools, have made it easier for marketers to collect, analyze, and leverage customer data across channels. Competitive Pressure: As more brands adopt omnichannel marketing strategies, there is increased pressure to provide seamless and consistent experiences to remain competitive in the market. Brands that fail to adapt risk losing customers to competitors who offer more integrated experiences. Improved Measurement and Attribution: Advances in marketing analytics have made it easier to track and measure the effectiveness of omnichannel marketing campaigns. Marketers can now better understand the customer journey across channels and attribute conversions to specific touchpoints. Focus on Customer Experience: Omnichannel marketing puts the customer at the center of the marketing strategy, focusing on delivering a seamless and cohesive experience across all touchpoints. By providing a unified brand experience, companies can build stronger relationships with customers and foster loyalty.

8. OMNICHANNEL MARKETING STRATEGY 03

9. CREATING AN OMNICHANNEL MARKETING STRATEGY As the buyer’s journey becomes more intricate with the growing number of marketing channels, marketers need to disentangle it and make it as simple as possible. Here is how you can go about creating an omnichannel marketing strategy for your organization: Omnichannel Marketing Strategy Step #1 Cultivate a Customer- Centric Marketing Culture Step #2 Understand your Customers Step #3 Implement the right tools in your MarTech Slack Step #4 Segment your Target Audience Step #5 Personalize! Step #6 Be ProActive across all platforms Step #7 Track the right metrics

10. OMNICHANNEL MARKETING BENEFITS 04

11. BENEFITS OF OMNICHANNEL MARKETING Benefits of omnichannel marketing Boosts customer retention and loyalty Strengthens Brand Recall Helps in Revenue Growth A well- executed omnichannel marketing strategy yields the following benefits:

12. MOVING FROM PHYSICAL TO DIGITAL 05

13. Seamless Integration: Moving from physical to digital channels within an omnichannel framework involves seamlessly integrating various touchpoints, including brick-and-mortar stores, e-commerce platforms, mobile apps, social media, and any other relevant channels. This integration ensures that customers can engage with the brand consistently across all channels. Consistent Brand Experience: Regardless of the channel customers choose to interact with, they should encounter a consistent brand experience. This means maintaining uniform messaging, branding, and customer service standards across physical and digital channels. Customer-Centric Approach: The transition to omnichannel reflects a customer-centric approach, where the focus is on meeting the needs and preferences of customers across all touchpoints. Whether customers prefer to shop in-store, online, or through a mobile app, the goal is to provide a seamless and personalized experience. When a company moves from physical to digital channels in the context of omnichannel marketing, it implies a strategic shift towards integrating all available channels seamlessly to provide a unified customer experience. Here's what the transition signifies:

14. Data Integration and Analysis: Moving from physical to digital channels involves integrating data from various sources to gain insights into customer behavior and preferences. This data-driven approach enables companies to personalize marketing efforts, optimize inventory management, and improve overall decision-making. Flexibility and Convenience: By embracing digital channels, companies offer customers greater flexibility and convenience in how they engage with the brand. Whether it's browsing products online, making purchases via a mobile app, or visiting a physical store for in-person assistance, customers have the freedom to choose the channel that best suits their needs. Omnichannel Fulfillment: Companies transitioning from physical to digital channels often implement omnichannel fulfillment strategies, allowing customers to choose from multiple delivery and pickup options. This includes options such as home delivery, in-store pickup, curbside pickup, and same-day delivery, providing customers with greater convenience and flexibility in how they receive their orders.

15. STARBUCKS Let's explore the example how Starbucks has transitioned from physical to digital channels within an omnichannel framework: Digital Ordering and Payment: Starbucks has implemented a robust mobile app that allows customers to order ahead and pay digitally. This feature enhances convenience for customers by enabling them to skip the line and pick up their orders seamlessly. Mobile Loyalty Program: The Starbucks Rewards program is integrated into the mobile app, providing customers with incentives to make purchases and engage with the brand. Customers earn points for every purchase, which can be redeemed for free drinks, food, and other rewards. Personalized Offers and Recommendations: Through the Starbucks app and email marketing, the company delivers personalized offers and recommendations based on customers' purchasing behavior and preferences. This personalized approach enhances the customer experience and encourages repeat purchases.

16. Integration with Social Media: Starbucks maintains an active presence on social media platforms like Instagram, Twitter, and Facebook. The company uses these channels to engage with customers, share promotions, and gather feedback, creating a cohesive brand experience across digital touchpoints. In-Store Digital Experience: Starbucks has introduced digital enhancements in its physical stores to complement the digital ordering experience. This includes features such as digital menu boards, mobile order pickup stations, and wireless charging stations for mobile devices. Omnichannel Gift Cards: Starbucks offers digital gift cards that can be purchased online or through the mobile app and used both in-store and online. This flexibility allows customers to gift and redeem Starbucks credits across various channels.

17. Customer Feedback and Engagement: Starbucks actively solicits feedback from customers through its digital channels, such as the mobile app and social media platforms. This feedback loop enables the company to understand customer preferences and continuously improve the customer experience. Continuous Innovation: Starbucks consistently innovates its digital offerings to stay ahead of evolving consumer trends and technological advancements. Whether it's introducing new features to the mobile app or experimenting with innovative payment methods, Starbucks remains at the forefront of digital innovation in the coffee industry. Mobile Ordering Integration with Physical Stores: Starbucks has seamlessly integrated its mobile ordering system with its physical stores. Customers can place orders through the app and choose between pickup options, including in-store pickup, drive-thru, and curbside pickup.