Whether you realize it or not, omnichannel e-commerce marketing is gaining its importance. Various brands across the world are implementing an omnichannel strategy for their e-commerce brand.

As technology is evolving, new channels are coming in, and people are getting on these channels; the brands also want to get on the crowd-attracting channels to get more reach and spread more awareness.

It was not too long ago when you interacted with a brand only on email or in person or over the phone. Nowadays, you can interact with a brand where ever you spend your time. Currently, social media is the most widely used touchpoint for brands to connect with their customers and potential buyers.

Source - G2 Crowd

Omnichannel marketing help brands create a seamless customer experience across various channels. In simple words, it means, being present on all the channels where your customers and prospective buyers are. This strategy works for both, B2B and B2C brands.

Omnichannel marketing strategies must consider that a potential customer may begin their journey on one channel, then interact on another, and finally convert through a third.

I invited Rytis from the Omnisend team to talk in brief about omnichannel e-commerce marketing automation.

After listening to this episode,  you'll understand -

  • What is e-commerce marketing automation?
  • What are the different stages in the e-commerce funnel?
  • How does automation help increase conversion in each step?
  • What metrics to track in each stage?

Why is omnichannel e-commerce marketing automation important?

It provides a way to maximize customer engagement across various channels a brand has at its disposal, with minimum operational effort. An omnichannel marketing automation platform empowers marketers to create strategies ranging from primary touchpoints, such as a first welcome notification, to complex multi-step programs.

By automating this process, marketing teams can segment and personalize strategies to be displayed to various sets of individuals and define when to put out what type of content.

Creating strategies that merge email, text messages, and social ads, for example, will maximize a marketer’s reach. An omnichannel strategy should include all of the channels that a brand can use, including website, email, mobile, social, and so on. Marketers must make sure that each channel has its unique message, while still connected into the brand’s overall strategy.

It is vital to think about the entire funnel while automating omnichannel marketing strategies, as the programs can be configured to fit any scenario. It is essential to understand how the customer experience can differ within each stage.

Omnichannel marketing gives your brand the opportunity to engage with your customer across all platforms with a different message which fits their various stages in the e-commerce funnel. To capitalize on this, marketers should evaluate their current customer journey and begin exploring omnichannel strategies for each step.

What do you think about omnichannel marketing? Are you implementing it for your e-commerce business?