HOW TO BUILD AN OMNICHANNEL MARKETING STRATEGY

Summary

Synopsis:

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    The fundamentals of omnichannel marketing

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    How to build a high-performance omnichannel strategy in four parts

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    Best practices to follow to get the most out of your marketing channels

WHAT IS OMNICHANNEL MARKETING?

Omnichannel marketing is a strategy in which a business curates a cohesive and personalized experience across multiple channels. These channels can include the company website, apps, email, social media accounts, and more.

Below is a 4-step breakdown of how to build an omnichannel strategy, beginning with understanding your target audience.

Part 1:

Understanding your
target audience

Part 2:

Creating an integrated
marketing plan

Part 3:

Optimizing the client journey

Step 1: Understand the role of each channel

Part 4:

Measuring and evaluating success

Step 1: Define key performance indicators (KPIs)

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    Channel engagement metrics such as views, clicks, follows, comments, bounce rate, and time spent on a webpage

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    Click-through rate (CTR)

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    Conversion rate

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    Return on advertising spend (ROAS)

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    Return on investment (ROI)

CONCLUSION

Building an omnichannel marketing strategy requires constant optimization to determine what is most relevant to your target audience.

By continuously tracking the performance of omnichannel content, and ensuring a relevant user experience, brands can drive better results with their omnichannel strategies and drive a stable pipeline of sales opportunities.

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