On the up · 2 March 2020

Why an omni-channel approach is essential for e-commerce marketing

 

Google’s privacy policy has long been heralded as the beginning of the end for cookie-based marketing, and their latest update means that all marketers must now view an omni-channel approach as a necessity.

The software giant recently pledged to end support for third-party cookies on its Chrome browser ‘within two years’, meaning the need to diversify your marketing strategy has never been more prominent.

No longer can businesses rely solely on remarketing and targeted digital advertising; a fully integrated, omnichannel approach is the only way forward.

What is omni-channel?

‘Omnichannel’ is a phrase that’s often heard in business, but what does it really mean? As you can probably deduce, it means all channels, but to have a true omnichannel approach, each channel must fit together seamlessly and work in conjunction with one another.

Omni-channel is especially useful for retail brands, who wish to have a presence in the market, both in person, with a bricks-and-mortar store, and virtually in social media and online.

As an example, an online retailer uses targeted ads for users who have aborted their buyer’s journey mid-way through. While remarketing is a fantastic way to combat shopping cart abandonment, the impending crackdown on third party cookies will mean that this brand will be unable to market itself as effectively, at least on Google Chrome.

Because of this, brands now need to spread their marketing efforts across a variety of channels, including social media, video and graphics as well as traditional media.

How can brands benefit from it?

An omni-channel approach allows you to give your customers a unified experience at all points of contact with your business, ensuring consistency and building a familiarity with your brand – how you communicate with customers and how you operate.

This familiarity will help create the feeling there is a relationship between your business and customers, increasing brand trust and the likelihood of future purchases and interactions.

How to build a good strategy

When creating your eCommerce strategy, you need to incorporate one thing above all else: consistency. To do this, create valuable, accessible content for all your brand’s communications streams, which seamlessly works together. 

Social media plays a pivotal role in the execution of an omnichannel strategy; research from Facebook Business has shown that a massive 70% of shoppers use Instagram to discover products, while 130 million users click on product tags each month. 

The advent of social commerce is well underway, with transactions already being integrated through solutions such as Checkout on Instagram, which has enjoyed success in the US with brands including Adidas, H&M and Prada.

In-app transactions are to become significantly more prominent in 2020, as having to click through from social media to an external eCommerce site isn’t seamless and can affect your customers’ experiences.

Why content is king…

It’s a phrase that’s ruled the roost of marketing for many years, but the importance of content is paramount to creating an omni-channel strategy. Your content should aim to provide value and solutions for your customers, whether through social media posts or website copy.

Give your consumers the same experience, no matter which channel they interact with your brand through Often, the first point of contact consumers will have with your business will be via social media and there must be a seamless transition from this to any of your other marketing channels.

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ABOUT THE EXPERT

Having commenced his career in leading the Facebook strategy for Lad Bible, Tim Hyde boasts an impressive track record of helping businesses and brands scale online through effective social media marketing strategies. One of the industry’s leading social media gurus, Tim founded TWH Media in September 2017 and now works with large brands globally ranging from Adidas to Apple Music.

HR