Imagine: A user finds your brand through a paid ad on social media. They’re intrigued by your product, so they go to your profile and follow you. Later, they search for your product on Google and visit your website. They browse a bit, then decide they want to visit your in-person location.
It’s increasingly common for your customers to interact with you on multiple channels and devices. To keep them returning to your company, you need to provide them with an exceptional, unified experience no matter where or how they interact with you.
Enter: an omnichannel marketing platform.
With the many digital platforms customers can reach you on, omnichannel marketing is becoming more critical for all businesses to employ, but the process can be complex. Fortunately, an omnichannel marketing platform can help.
Keep reading to learn:
- What is an omnichannel platform?
- Benefits of an omnichannel marketing platform
- 6 options you can integrate into your marketing technology (martech) stack
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What is an omnichannel platform?
An omnichannel platform is a tool that helps you unify your marketing channels to simplify the omnichannel marketing approach. Some platforms feature automation, making the process even easier.
Omnichannel marketing software helps you do the following:
- Keep your messaging consistent
- Provide a personalized user experience based on past interactions with you
- Work with multiple channels in one platform
- And more
Given the complexity of omnichannel marketing, the right tools can make a massive difference in your strategy.
Benefits of an omnichannel marketing platform
Now that you know the answer to “what is an omnichannel platform,” you might want to learn more about why you should use one.
An omnichannel marketing platform will help you improve your omnichannel marketing strategy — while saving valuable time and resources. As a result, you’ll increase your return on investment (ROI) and reap the benefits of this marketing without dedicating time you don’t have to unify your channels.
A few key benefits you’ll reap from an omnichannel marketing platform include:
- Improved customer experience: Omnichannel marketing centers around the customer and the journey they take to purchase. When you improve their experience, you’re more likely to delight them, increasing loyalty and turning them into brand fans.
- Unified data: Instead of having data silos from disparate customer touchpoints, you’ll unify your data, which helps you gain better insights. When you organize data from multiple platforms, you can better understand your customers and improve your marketing performance.
- Personalized communications: The unified customer data also helps you personalize your communications. Personalization makes your message more relevant to your audience, which can improve conversions.
- More effective lead nurturing: Because you’re interacting with the customer at every stage of their buyer’s journey, you can nurture them down the sales funnel more effectively. Use your data to draw users from awareness to consideration to purchase.
6 omnichannel marketing software options
Are you ready to take advantage of these considerable benefits? Check out these omnichannel marketing software platforms you can add to your martech stack to become an omnichannel pro.
MarketingCloudFX is an omnichannel marketing automation platform that helps you understand your data across digital marketing channels to make more actionable decisions. Our proprietary software includes automation and a customer data platform to elevate your omnichannel marketing approach.
When you employ MarketingCloudFX through our marketing automation services, you empower your marketing team to unify your website, emails, and calls with one integrated platform.
By capturing customer data from past interactions with you, MarketingCloudFX provides a more robust look at your leads and existing customers. You can use this information to automate the lead-nurturing process, including segmenting your email list to send more personalized communications.
Want to understand your leads’ journeys through multiple channels as they interact with you? Our lead-management feature has you covered! You’ll see your leads’ omnichannel digital journeys to better understand how your marketing channels work together.
The platform even serves as a customer relationship management (CRM) system, allowing you to center your customers and better understand your marketing performance.
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When you set up your business on Shopify Plus, you can create a seamless online shopping experience on all devices and unify the online and in-store experience. For example, Shopify provides buy online, pick up in store options and online returns.
Shopify also helps create a more unified communications experience with automated email campaigns.
Unified customer support is one of the most critical elements of an omnichannel marketing strategy. To delight your customers, you need to provide support wherever they are, and their experience should remain equally positive regardless of the platform or device.
An omnichannel marketing platform like Freshchat helps you achieve that by syncing your customer contact points from multiple platforms into one inbox.
With Freshchat, customers can reach out to you from places like your app, website, Facebook Messenger, and more, and you’ll receive all the messages in the same place. You can even elevate the customer support process by deploying chatbots across platforms as needed.
Another omnichannel customer service platform to consider is Gladly, which also unifies your customer contact channels under one platform. Gladly stands out, though, in the way it creates a customer profile to help you provide more personalized service no matter which platform they use to contact you.
With Gladly, you can unify customer messages through email, text, website chat, in-app chat, and social media.
Besides your website, your social media profiles are one of your customers’ most prevalent touchpoints with your brand. As a result, you need to keep your messaging consistent across all your social platforms. Using a social media scheduling tool like Hootsuite can help you achieve that.
Sendinblue is an omnichannel marketing automation platform that allows you to communicate with your customers through email, text, website chat, and more. The platform also allows you to create landing pages and Facebook ads.
By unifying these channels in one platform, you can keep your messaging more consistent, improving your customers’ omnichannel experience.
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While an omnichannel marketing platform saves you time and resources as you leverage your omnichannel strategy, you still might have a large martech stack to juggle. Take the complexity out of omnichannel by partnering with a full-service digital marketing agency like WebFX.
Our team of 500+ digital marketing experts will provide a customized, unified digital marketing strategy across all channels, including:
Plus, you’ll receive access to our proprietary omnichannel marketing platform, MarketingCloudFX, when you partner with us for any digital strategy. At WebFX, we make it easy for you to create a seamless customer experience across all touchpoints, helping you nurture your leads down the sales funnel and gain a higher ROI.
Kayla is a content specialist with a B.S. in marketing. She is certified in Google Analytics and Google Ads Search and Display. When not writing, she enjoys reading, playing with her dog, and baking.
WebFX provides digital marketing solutions with expert marketers, designers, and developers to increase visibility, conversions, and revenue. Learn more