![\"Breeding](\"https:\/\/solutionsreview.com\/crm\/files\/2024\/03\/Customer-Loyalty-Through-the-Omnichannel-Experience-768x384.jpg\")
<\/p>\n<\/p>\n
As part of Solutions Review’s Contributed Content Series<\/a>\u2014a collection of contributed articles written by our\u00a0enterprise tech thought leader community<\/a><\/span>\u2014Sara Faatz, the Director of Technology Community Relations at Progress<\/a>, explains how companies can increase customer loyalty with omnichannel experiences.<\/span><\/span><\/strong><\/em><\/p>\n This seamlessness is the defining characteristic of what has come to be called omnichannel marketing. Consumers today don’t differentiate between marketing channels: when your phone is always in your pocket, the distinctions between a marketing email, a point-of-sale app, and a targeted social ad are increasingly irrelevant. They all are, or should be, serving the same unified process. Omnichannel marketing takes this new reality into account: it is the ultimate strategy for a world in which, as the common wisdom goes, it takes seven marketing touches before a consumer will act on a call to action.<\/span>\u00a0<\/span><\/p>\n Before precisely defining how omnichannel works, it’s worth exploring the approach that it’s slowly coming to replace\u2014namely, multichannel marketing.<\/span>\u00a0<\/span><\/p>\n In general, multichannel marketing is defined by a siloed approach: A given brand might have an online store, an app, and a robust social targeting operation, but these channels will operate in relative isolation. Because there is little to no synchronization happening on the backend, messages can get muddled. In the worst cases\u2014when channels are truly uncoordinated\u2014customers can end up with clashing impressions of what your brand is all about. <\/span>\u00a0<\/span><\/p>\n Omnichannel breaks those siloes down\u2014it takes what were once distinct (if overlapping) marketing streams and turns them into a single, cross-referenced, highly interdependent operation precision-engineered to funnel customers towards a purchase.<\/span>\u00a0<\/span><\/p>\n Its key benefit is personalization, which most customers have come to expect as a baseline: <\/span>according to the 2022 Gartner Customer Service and Support Survey<\/span><\/a>, 86 percent of B2B customers expect their personal information to be known and understood by businesses during an interaction. Omnichannel delivers this personalization by taking once-disparate data streams and seamlessly synching them. If a customer seems to express interest in a product through one channel\u2014say, a marketing email or an Instagram ad\u2014this information will be factored into all their future brand interactions, no matter what channel they’re using.<\/span>\u00a0<\/span><\/p>\n![\"\"](\"https:\/\/solutionsreview.com\/crm\/files\/2023\/10\/insightjam_logo.jpg\"){kind=logo}
<\/a>On the consumer end, the average purchase\u2014of a suitcase, a desk lamp, or an electric toothbrush\u2014can feel relatively simple. But as any marketer knows, the path from noticing a product to actually <\/span>buying<\/span><\/i> it can, in fact, be enormously complex, facilitated on the backend by multiple teams working day in and day out on such complicated matters as UX design, behavioral analytics, and targeted ad copy. The better integrated these components are across platforms\u2014i.e., the more seamless the experience is for the consumer\u2014the higher the likelihood of a sale.<\/span>\u00a0<\/span><\/p>\nOmnichannel vs. Multichannel Marketing<\/span><\/b>\u00a0<\/span><\/h3>\n
![\"Download](\"https:\/\/solutionsreview.com\/crm\/files\/2019\/06\/crm-speedbump.jpg\" "\\"CRM")
<\/a><\/p>\n<\/div>\n\t\t<\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"