Top Omnichannel Marketing Agencies
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Omni-Channel Marketing, Defined
Omni-channel marketing creates a seamless experience across multiple channels, which typically results in returning customers and increased conversions. This digital marketing strategy centers on online retail, enabling shoppers to easily purchase a product from a smartphone, tablet, mobile app or desktop website with the same user experience. It is an effective tactic, especially considering that consumers use an average of 4.3 devices throughout any given day.
Don’t confuse omni-channel marketing with multi-channel marketing, though -- there are key differences in their functions and results. But in layman’s terms, omni-channel marketing is focused on completing an action online, while the goal of multi-channel marketing is to build brand awareness and communicate with consumers.
The best omni-channel marketing agencies help brands present themselves consistently across every digital platform, which increases brand awareness, conversions and overall revenue.
In fact, companies that are presented consistently across every digital and physical channel are three to four times more likely to achieve brand awareness and see up to 23 percent higher revenue. Plus, 87 percent of consumers wish brands had better multi-platform consistency, proving that customers crave a simple, recognizable shopping experience.
The top omnichannel marketing agencies know the importance of the customer journey and have access to the best tools and experts to track their journey both on the website AND on various devices.
According to a study from Google, 90 percent of consumers transition between multiple devices just to accomplish one goal, such as a purchase. Therefore, businesses need to implement a strong omni-channel marketing strategy to ensure consumers complete the desired action easily and make certain you reach your business goals.
Expand Brick & Mortar Stores
Amazing marketing agencies can improve a brick and mortar business by promoting their brand, services, and products across multiple areas, which creates the perfect opportunity to simultaneously take consumerism online through omni-channel marketing. This is particularly helpful to smaller businesses.
For example, optimizing your website for SEO, crafting the best marketing messages and designing a user-friendly website design with your partner digital marketing firm provides a great opportunity to expand your retail business by creating a customer-centric e-commerce shop. After all, if you’re already working on improving your marketing strategy, you might as well do so in a way that increases revenue and improves user experience.
Top marketing agencies that facilitate an excellent omni-channel marketing strategy will also improve your brand’s general SEO optimization. This is because so many of the same tactics that create a user-centric multi-channel experience also encourage Google to rank your website higher.
Great omni-channel marketing goes hand-in-hand with a strong and cohesive user experience, mobile-friendly optimization, intuitive navigation and fast site speed -- all of which Google rates highly when deciding who to rank on page one and who to penalize. These higher rankings will translate into more traffic, where your omni-channel approach will create conversions and great customer experiences, resulting in more revenue and even higher rankings. It’s a sweet cycle!
Questions To Ask When Developing Your Omni-Channel Marketing Strategy
How will an omni-channel marketing strategy improve consumers’ experience?
Omni-channel marketing creates a seamless experience across multiple channels, which typically results in returning customers and increased conversions. However, it is important to know why you are implementing the strategy and determine the outcomes you expect to see.
- What goals do we hope to achieve and why?
- What areas of our brand and/or e-commerce store have done well and why?
- What areas need improvement?
- Where are we losing people on their user journey online?
- What calls to action are effective and which ones need improvement?
Do we have the real-world technicalities of fulfilling shopping orders quickly ironed out?
Opening an online e-commerce store isn’t just a digital experience -- there are a lot of real-world logistics that a team of experts or omnichannel marketing agency can help you discover and implement. In fact, ask the questions below and lean on the professionals for guidance in creating a seamless user experience all the way to product delivery.
- Which products do we think will have a higher demand? Are we prepared to honor that demand at this time?
- Do we have the team in place to fulfill orders quickly?
- Do we need additional materials to create additional products?
- Do we have a tracking system, simple shopping cart, and delivery process in place?
- Do we need to foster stronger wholesaler relationships?
- Do we need a bigger warehouse and/or supply stock?
What channels and platforms should we sell on?
Although it’s easy to say “optimize for every channel!” not every business has the same goals or demographic. Therefore, it may save you time and money AND give you the same results to just optimize your e-commerce experience for a few channels -- especially if your demographic historically does not use certain platforms.
- Which devices and channels are our customers using most?
- Is there a design or UX issue that is keeping them away from certain channels?
- How is our current e-commerce platform performing? Should we look at changing to another provider?
- What features do we want to add to our e-commerce shopping experience? How will these improve user experience across channels?
- Which channels should we focus on creating the streamlined experience first?
What past clients or projects have you worked on?
Before you hire a digital marketing agency to expand your business, do your own research to learn about their previous work and past clients. Then, ask potential professional partners for their take on their portfolio. Reviewing case studies and understanding what works, what didn’t, and what they learned will be instrumental in determining whether or not they will be a good fit for your business.
- Do you have experience in our industry? How did you get it?
- Have you worked on omnichannel marketing or e-commerce projects?
- What similar projects have you worked on? What were the results?
- What success stories can you share with us?
- Tell us about a project that didn't have the outcome you had hoped for. What did you learn and how will that change the way you approach this project?
- Who are some previous clients you have worked with? Would they be willing to speak on your behalf?
How will you set goals and measure them effectively?
A top omnichannel marketing agency or team of experts will have a tried-and-true process in place for delivering the results you need to grow your business and satisfy customers. After all, goals that are written down are 50 percent more likely to be reached. Ask the questions below to determine how your team of omnichannel marketing experts will set goals, measure them, and utilize them to inform the marketing strategy going forward.
- How will you define our goals?
- What tools or resources do you use to measure them?
- What metrics are they reported in?
- How often do you report on them?
- How will you use the findings to adjust the omnichannel marketing strategy to ensure success?
The Future Of Omnichannel Marketing
As omnichannel marketing continues to develop in the coming years, top digital agencies and their clients will be able to understand their consumers better, ensuring that they continue to improve the customer journey.
One of the best aspects of digital marketing and e-commerce is that everything is trackable -- brands will always know who users are, the actions they take (or don’t take), and the messages and CTAs that are lost in translation. But knowledge is power, and having access to this information empowers companies to rectify any bumps in the conversion funnel, ultimately making it more successful. As agency tools develop even better technology, demographic identification and targeting will improve.
Communication-Platform as a Service (CPaaS) refers to a cloud-based platform that helps companies integrate communications-based features into their websites and mobile apps without needing the time, money or energy to build it themselves. These B2C conversations are real-time, improve overall user experience, and can even be managed by a team of experts who have used the programs successfully in the past.
With the explosion of multi-channel e-commerce, allowing consumers to converse with businesses helps build trust, which, studies show, increases the likelihood that a consumer will purchase from your website. Because CPaaS services can often work on various channels due to their roots in the cloud, they also facilitate a seamless experience across each device.
Social Media Integration
In an increasingly digital world, it only makes sense that omnichannel marketing and social media marketing will eventually converge -- but some brands are already dabbling in incorporating e-commerce into various social networks.
For example, platforms such as Curalate and RewardStyle enable brands to integrate separate image-based content feeds into their Instagram accounts and facilitate low-level shopping assistance for users. Now that brands are recognizing the importance of a seamless experience across every channel and the growing reliance on social media, this integration will likely become smoother and, perhaps, even hosted directly on the social networks themselves.
The best omnichannel marketing agencies know that your e-commerce and digital strategies aren’t based on what you, the brand, want -- it is driven by consumer demand and experience. Therefore, users will begin to inform a brand’s omnichannel tactics more and more as this e-commerce tactic gains popularity.
Not every brand will need to optimize for each and every possible channel and device out there, because their demographic probably won’t use them all. Instead, a team of marketing experts will be able to determine the platforms that their demographics use the most, allowing brands to focus on creating a strong UX that is directly informed by consumers’ wants and needs.
Brands that implement a cohesive omnichannel marketing strategy see an average 9.5 percent increase in revenue year-over-year. In fact, companies with subpar omnichannel retail even see more than a 3 percent revenue increase, while brands without omnichannel could lose up to 10 percent of their annual revenue.
So, the data, statistics and consumer behavior all tell us the same thing -- customers crave an omni-channel world. They want the freedom to shop from various platforms and devices while maintaining the same experience. But the numbers also tell us that when brands give users what they want, they are rewarded with higher conversions, more purchases, and a revenue increase. And when businesses start noticing this, too, they’ll boost their bottom lines.
How To Choose The Best Omnichannel Marketing Company
The best omnichannel marketing companies will first take the time to understand a brand from the inside out. Who is the target audience, what is the mission of the company, and what are its core values? By understanding the why behind your brand, they will be better equipped to market it properly.
Plus, the top marketing companies will adjust their creative ideas and tactics to match your brand, not the other way around. If an agency is pressuring you to conform to a strategy that you firmly believe is off-brand, they are not the right partner for you.
Great omnichannel marketing agencies will work collaboratively with clients to determine the business growth goals that will benefit them the most. After the business objectives are solidified, marketing experts will create a specific strategy to achieve those goals.
In addition to setting results and expectations for the project, omnichannel marketing agencies will continually track its progress, specifically through data and analytics. These regular reports will continuously inform the strategies they are utilizing, ensuring the campaign is as effective as possible.
In addition to finding the right omnichannel marketing agency to partner with, you also need to ensure you are surrounded by capable, experienced team members. After all, they will be the individuals working directly with your business and ultimately showcasing your brand in a digital space.
The good news is that top omnichannel marketing companies have access to the top talent. However, make sure that each individual understands your brand, has experience finding solutions for similar business growth problems and will be enjoyable to work with long-term.
The way in which an omnichannel marketing company executes a campaign is almost as important as the campaign itself. Organized agencies are reliable partners, ensuring that they meet predetermined deadlines, keep the project on track, communicate with the client, and are proactive throughout the duration of the initiative.
These are all qualities that the top omnichannel marketing companies should have. By making these logistical characteristics non-negotiables, you will ensure an equal partnership between yourself and your marketing agency. Plus, you’ll automatically foster a more positive working relationship.
At the end of the day, omnichannel marketing agencies need to deliver concrete results based on the strategy the create and data they gather. Therefore, it is imperative to hire an agency that has the prior experience and track record for growing businesses online. After all, if they have done it for similar companies, they likely can help you, too.
Ask potential partners which clients they have worked with, the projects they completed, the strategies the utilized, and the end results. In addition, learn about the strategies that were effective or ineffective, what the learned from each project, and how they will take that knowledge and apply it to your campaign.