Omnichannel is a term often used to connect with customers on multiple fronts. This is usually a focus on connecting with customers online as well as in physical locations. But, omnichannel marketing is just as important. It is the method of connecting with your customer on every possible front, from online to print. So, if your marketing plan does not include print publications and materials, now is the time to give it attention.
How Omnichannel Marketing Achieves Success
Today’s consumer connects with the brands they desire on multiple fronts. They spend time at local stores connecting with retailers. They interact over the phone. And they use social media. But, they also connect with brands in a physical form, such as printed marketing materials. You’ve heard about the importance of having a blog and website and may even be selling online. But, print is another all-important area to connect with your market.
A comprehensive omnichannel strategy should:
- Provide customers with a streamlined, consistent message across all touchpoints.
- Provide multiple areas and ways for consumers to connect with the brand.
- Encourage consumers to embrace interactions with the brand in any way that is right for them.
- Provide options for all customers to connect
- Ensure that the target audience or market is always front of mind
This often means offering a variety of touchpoints, including offline and print marketing, social media, and one-on-one interactions. The more touch points or connections there are, the more possibilities exist for businesses to reach the right audience, make an impression, and build brand awareness.
Why Print Matters in Your Omnichannel Strategy
Many companies today are focusing heavily on social media marketing. Their marketing plan offers many videos, content pieces, blog articles, and online interactive displays. But, print provides some key advantages that a digital-only marketing plan misses. Take a closer look.
It boosts ROI
The return on investment for any marketing has to be high enough to make it worthwhile. Unfortunately, there’s a significant amount of competition online. Whether you are working to improve basic SEO on a website or building a brand on Instagram, there is competition. And, that competition is expensive. The ROI for many online-only marketing campaigns isn’t very high because of this high level of competition.
However, online marketing isn’t the only option. For example, when you add print to your marketing strategy, you boost your ROI. This is because there’s less competition and less overhead for creating printed materials. Ultimately, this shows that print adds to your leads, but it does not add a lot of cost to the marketing process. By boosting ROI, every component of your omnichannel strategy is more effective.
It targets more customers
Today many of your customers will indeed find you online. They are looking to connect with you over the internet because they can gather information, form opinions, ask friends, and even learn from the comfort of their homes. Yet, not all of your customers do this. Depending on your target audience, you could be leaving key demographics out if you do not offer a print connection point.
A better way to share information
Also important is the control you have in print compared to online marketing. Anyone who has created an omnichannel strategy knows it takes one poor review or one misinformed customer to create a social media storm that has you putting out fires and squashing negative reviews. However, this does not have to happen. With print marketing, you control the information. You present the content. The customer reads it and learns about it. They then can learn more online through your social media or another campaign. In this manner, they are gathering information first, long before any negative comment sidesteps them.
It improves customer experience
Your marketing plan needs to focus on your customer, of course. When developing omnichannel marketing campaigns, focus on improving your customer’s experience. Online, providing a way to encourage that customer to call and get the support they need is critical. It would help if you also worked with them one on one online to ensure they can have their questions answered. That can be hard to do from a solely digital form. However, if you offer print media as well, your customers can get the care and attention they need in another state.
Direct Mail Is the New Disruptive Marketing Format
Consumers have less mail in their mailbox daily – and that’s a good thing from your point of view. It means your product catalog, sales flyer, or insightful brochure will get more of their attention. Most homeowners still check their mail daily (and they do this more routinely than they check their inboxes). They take the time to page through the mail they receive. And they react to it.
There’s also the key benefit of mail-to-store conversions. While your omnichannel marketing strategy strives to bring people to your website, direct mail gets people in your store. They are more likely to visit your physical location to connect with you than to visit your website. They see the product they want in print in front of them. It makes all of the difference.
It’s Not All or One
Omnichannel marketing needs to be cohesive, connecting each one of your efforts to create a single, unified message. Don’t look at them as competition but as two components that make up a single marketing campaign that helps you achieve your goals. As a business owner or marketing professional, you’ll see better access to the desired results by simply melding direct mail and print publications into your current digital marketing plan. Together, you will see a significant boost in your ROI and an opportunity to connect with more customers without the overhead costs you may expect.