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Table of Contents

1. Curated Careers

2. Trends and Tidbits:

   • WTH is Omnichannel Marketing?

     • 3 expert tips to get you started

3. Sponsored area

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➡️ WTH is Omnichannel Marketing?

Have you ever been to Disneyland? 🎢 (Lovely place, isn’t it?)

Okay, let’s plan a trip for you!

You start on their website checking ticket prices, exploring attractions, and maybe even booking a hotel. 

Next, you download the Disney app, where you can…

• see real-time wait times for rides 😲

• make dining reservations 

• even locate your favourite Disney characters. 

Finally, you reach the park, and everything is unbelievably seamless.

Your app syncs with your MagicBand, allowing you to…

enter the park, pay for meals, and access your FastPasses.

→ all with just a tap! 👆

Your experience is connected from the moment you start planning your trip to the time you're in the park, and even after you leave.

How do you think Disney keeps it so smooth across different platforms?

(No, they don’t hire Dr. Strange)

It’s omnichannel marketing!

So, the question is:

Is it just another overhyped buzzword?

If yes, this newsletter shouldn’t exist.

If not, how can you leverage it?

Let’s dive in — Shall we? 🏊‍♂️

What is Omnichannel Marketing?

Suppose you are the Chief Marketing Officer (CMO) at Nike! ✔️

A simple question for you: Where are your prospective customers right now?

Take a moment and think.

The top places, where you can find them are:

• Physical Stores

• Websites

• Social media

• Email

• Or maybe maybe stuck in traffic again! Just like me 😒

Let’s see what your average customer journey looks like…

• Decides to buy a pair of shoes

• Wants to buy from Nike

• Makes a Google Search

• Sees an Ad of Nike on Instagram → Clicks on it  

• Goes to the website & adds their favourite to the cart, but then…

“Ah! Let me buy it later” — they keep you hanging.

They get a reminder about the shoes in the cart, just in a couple of hours.

→ Goes to the website and makes the purchase!

That’s a glimpse of omnichannel marketing!

Multiple channels working hand-in-hand.

In a more formal way, omnichannel marketing is all about creating a unified & seamless experience for customers, regardless of the channel or device they use. 

Like having all the pieces of a puzzle come together to form a beautiful picture.

But then what is Multichannel marketing?

Are Multichannel marketing & Omnichannel marketing the same?

Well — it’s easy to confuse the two, but they are different.

Multichannel doesn’t get the channels integrated, while omnichannel does! Or we can say that multichannel marketing is like playing different notes on different instruments.

While Omnichannel is a Full Orchestra - everyone playing the same music.

Omnichannel is more complex and has recorded an average 287 percent higher purchase rate than that of single-channel or non-connected multichannels.

Research from Capital One shows 73% of shoppers are omnichannel buyers. 

And, according to Emarsys -

Let’s look at a specific case study:

Starbucks is great at Brewing Omnichannel

• Free Wifi Hook → To get customers’ email

• Database → Built a database of 10M customers.

• Email Campaign → Emails packed with coupons and free drink offers

• App Magic → Customers could order ahead, avoid the line

Another one…

Zomato with their Witty notifications 

Notifications make customers keep coming back for more😂

Emails have such catchy subject lines, that you cannot miss any!

And they had this Zomato #badge campaign? Remember?

They created personalized badges based on your past orders. 

Now, it might seem this needs complex methods, tools, and technologies.

Not necessarily. Check this out:

3 Expert Tips to Nail Omnichannel

1) Map The Customer Journey: 

Know your Customer.

Identify your customers’ names, addresses, and other demographic info. 

Check CRM data or a current buyer persona if you’re just starting.

This is all to grab the pain points of your customer.

Ah! Did that sound too evil? 😈

It’s not, because it is all to ultimately give them a better experience throughout all touchpoints. It is about understanding:

• What makes them purchase?

• What do they like? What do they love?

• What do they dislike? What do they hate?

Go for a survey if you have to.

→ Track how they covert 🛣️

A customer’s conversion path is just like a zig-zag street. They might stop on your Insta reel for a while, later visit the shop, and then eventually end up converting online. Try to define the most common paths they follow.

One simple customer journey map I found is from CX Today

2) Do Effective Integration

→ Make sure all your marketing channels sing in melody.

Your message should echo on social media, emails, website and physical stores. Keep the brand consistent: the colours, the tone, the style.

But, why should you even care about all of this? Because 79% of customers get frustrated if they don’t get a personalized experience, so personalization is the key!

3) Omnichannel Tools

The secret lies in using the tools wisely.

→ First up, Data Collection

Think of it as the backbone of omnichannel marketing. With tools like Google Analytics, you can track customer journeys and make it easier for them.

Dive deeper with business intelligence tools like Power BI or Google Looker Studio to analyze data and generate insightful reports.

→ Keep it on Autopilot

Automate the whole process of conversion!

• Use tools like ManyChat to automate social media engagement.

• Use the built-in automation features in CRMs. 

• Zapier can be one go-to tool for custom workflows.

The last secret is…

→ Segmentation

Dissect the audience set based on purchasing behaviour and responses. Start running customized campaigns for the most valuable target set.

Which is called Account-Based Marketing (ABM). If you want to learn ABM —

In this particular newsletter, I have the simplest explanation of ABM for you.

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