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


 
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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