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Why an Omnichannel Approach Is the Key to Successful Holiday Marketing
Conscious Commerce • December 13, 2019
The holidays are quickly approaching, so it’s time to start up your marketing campaigns. The holidays present your company with a valuable opportunity to market to your customers. But before you ramp up your marketing efforts, it’s important to understand how your customers make buying decisions.
It’s no secret that competition is fierce. Your competitors are battling for the same sales you are, and digital marketing strategies optimized to reach your customers exactly where they’re shopping are essential.
That’s why your business needs to use an omnichannel marketing strategy to increase the visibility of your marketing campaigns and to ensure customers see your brand when they’re most willing to purchase. And more importantly, you need to create a seamless customer experience that prioritizes their needs.
What Is Omnichannel Marketing?
Omnichannel marketing is all about creating a seamless experience between the different channels your business relies on to make sales. If multichannel marketing is focused on individual channels your company uses (each with their own objectives), omnichannel differs by focusing on creating a sense of integration throughout all the channels.
For example, your website may feature an email opt-in. When a customer ops into an email list, they will receive promotional content that directs them back to a targeted location where a sale may occur. The idea is to integrate all of these parts of the customer journey and sales funnels seamlessly. It’s not about making one area better than the other, but rather a full-funnel approach that treats all elements equally.
What Are the Impacts of Omnichannel Marketing?
Omnichannel marketing, on its own, is a great strategy. Combined with the holidays, though, it can provide powerful results. With one of our own clients, a well-timed Black Friday promotion resulted in a:
- 2,000% revenue increase
- 1,100% ecommerce conversion rate increase
- 1,700% transaction volume increase
These results were possible because the client had the right omnichannel marketing strategy in place. They leveraged PPC ads
, email marketing
, and an effective ecommerce website.
3 Holiday Marketing Tips for Small and Medium Businesses
Businesses of all types can take advantage of holiday marketing to increase brand awareness and conversions. Here’s what we recommend you focus on this holiday season:
Go Mobile or Go Home
You can’t ignore mobile anymore, and if you are, you’re missing out. With the majority of web traffic happening through smartphones, tablets, and other mobile devices, your company is throwing away sales if it isn’t creating streamlined mobile experiences.
Even if your customer base initially engages with your brand on a desktop or laptop, there’s a high chance they’ll engage with it again on mobile at some point. Companies tend to hyperfocus on creating an excellent website that caters to desktop users, but often forget to optimize those same sales funnels for mobile users who have very different needs.
Ensure that your website uses best practices like responsive design, optimized images and videos, and other assets that are important for delivering a sensible mobile experience.
Take Advantage of Retargeting
When customers see your advertisement or visit your website, they may not act immediately. Retargeting is a great way to reach out to customers during the holidays with the relevant products and services they’re interested in.
Because retargeting is based on past behaviors, you can use it to serve customers relevant ads and content they’re most likely to engage with, even if a customer didn’t make a purchase leading up to the holidays. A successful retargeting strategy
can still land a sale in the days afterward through the use of tracking cookies.
You can gain a lot of value out of retargeted PPC campaigns that reach these customers as they browse the Internet.
Keep It Personal
Today, with so many sophisticated tools on the market, it’s effortless for your business to personalize the emails you send, the web experience a customer receives, and the other areas of your company.
This strategy is a must-have in any omnichannel marketing strategy. You must show your customers that you care, that you understand them, and that you can provide them with the products and services that appeal most to them.
Are You Ready for the Holiday Rush and 2020?
What is your business doing to get the most out of your holiday marketing campaigns? Don’t miss out on the last big marketing opportunity in 2019—and make sure you’re ready for everything 2020 has to bring!
Get in touch
with us today to learn more about how Market Advertise Promote can help you increase your conversions, build brand awareness, and help you build a sustainable business.
This article was written by Conscious Commerce Corporation Founder & CEO Brandon Klayman with the help of lead copywriter Eric Carriere.
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