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How to Develop an Omnichannel Marketing Campaign

Customers today are jumping from one platform to another while interacting with a brand. They might visit your website but would want to visit your offline store to trust your brand. So why not integrate the customer journey across all the channels? This is what omnichannel marketing does! Its main goal is to provide a seamless shopping experience to the customer no matter which channel they are using.

For instance, a customer might add items to their cart using your mobile application but would complete the purchase using the website. To provide them with an omnichannel experience, you must sync both carts.

Creating an omnichannel campaign for your business

#1 Understand your customers

The first step to building an omnichannel campaign is to collect as much data as you can about your customers. This will help you understand how a customer interacts with your brand and through which channel. You can also know when a customer interacts the most with your brand, their preferences, interests, demographics, etc.

#2 Bring all data into one place

The next step is to create a central repository of customer data so that you can understand your customers at a deeper level. This repository would contain behavioral, transactional, structured, and unstructured data from multiple sources. You can also create 360o customer profiles around this data.

#3 Segment your customers

Now, it is time to analyze the data that you have gathered and segment your customers based on their preferences, interests, buying patterns, and more. Different segments could include:

●     Customers who have abandoned their shopping carts

●     Customers who have not purchased anything from the past 2 months

●     Customers who have subscribed to your newsletter

#4 Interact with the customer

Create a customer journey map based on the data analysis that you have done and see when you can interact with different customers. You can use loyalty program software to engage customers. For instance, you can send an intriguing email to customers who have abandoned their shopping carts, you can send additional reward points to those who have made a significant purchase in the past 6 months, etc.

Interconnecting your marketing channels can provide a noteworthy shopping experience to your customers. You can understand them better and reach them whenever they need your products the most. Start implementing an omnichannel strategy for your business and experience the gains. 

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