Although today’s marketing concept shifts to digital marketing, it is subjected to traditional marketing methods; the importance of visual, printed or verbal media and places such as shops, showrooms and fairs is maintained. Therefore, companies that want to pursue an effective marketing strategy need to focus on traditional marketing methods as well as digital marketing. The meaning of Omnichannel marketing can be summarized as the use of all marketing channels together. The English term “omnichannel” can be translated into our language as “tüm kanallar” or “çoklu kanallar “. The question of Omnichannel marketing can be answered as the use of all possible marketing channels. Let’s examine it in detail…
What Does Multichannel Marketing Mean? / What is Omnichannel Marketing?
If you’re not a marketing expert, you may not have heard the word omnichannel much. So, it’s normal to wonder what omnichannel means or what is the exact equivalent of omnichannel marketing. First of all, omnichannel is meant to cover all marketing channels for the brand. Because the word omnichannel covers all existing marketing areas. With Omnichannel marketing, the aim is to appear with common language and brand image in all marketing areas in order to reach the target audience determined for the e-commerce site or e-export business. Omnichannel marketing, also known as multichannel marketing, uses both digital marketing channels and traditional marketing channels. In other words, an ad appears on both Facebook and tv advertising with the same common message and brand image, although it varies according to the medium.
Multichannel Marketing in E-Commerce
In e-commerce, marketing is often made with digital media and materials. However, researches have shown that; it indicates that digital marketing and traditional marketing will work side by side for many more years. Omnichannel marketing aims to adopt a multi-tool marketing strategy by using all marketing channels integrated with each other. In e-commerce, it is possible to reach a wide range of customers if an effective and professional strategy is established with multichannel marketing. It is stated that customers acquired by traditional marketing methods stay as customers for long periods of time in the companies where they take their first step into e-commerce and their loyalty is high.
Things to Consider in Omnichannel Multichannel Marketing
When successful results are desired in Omnichannel marketing applications, the use of both digital and traditional marketing types comes to the fore. When implementing a multichannel marketing application, it is very important that the connection between different digital marketing channels is not broken and separate marketing strategies are not formed. In fact, it is aimed that more than one digital marketing instrument is in harmony together. On the other hand, if traditional marketing methods are applied for the brand, it is important that the language offered in traditional marketing methods is the same as digital. For example, in both marketing tools, advertising images, message, typeface, narration language should be similar. In this way, a brand image is provided and the desired effect can be obtained. Influencing the perception of potential customers by offering integrity can bring success in e-commerce. There are some details to consider during Omnichannel marketing. According to marketing experts, the following topics should be taken into account when marketing multichannel.
User experience equality
It is important to provide the user experience in harmony across all marketing channels. Thus, a different perception of the brand or site can be prevented for different users who follow different channels.
Scheduling in marketing
It is always important to use the right marketing channels at the right time. Therefore, brand identity, brand awareness, momentum of the sector in mass needs, seasonal and other factors should be taken into account.
In traditional marketing from digital databases; a successful move can be made as a result of the use of traditional marketing databases in digital marketing.
Targeting customer transitivity is already one of the objectives of multichannel marketing. Accordingly, studies need to be carried out. A good example of this is that the audience that recognizes the brand from television ads follows the brand in digital.
When planning Omnichannel marketing, the experiences of people who have previously experienced the brand, product and service should also be taken into account. If there is a deficiency, if there is a demand to go, the message should be given that it is provided.
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