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In today's eCommerce world, omnichannel marketing is the way forward. In sharp contrast to multichannel marketing, this kind of marketing offers a unified customer experience through purposeful and seamless integration of different media. This kind of marketing is crucial mainly for customer-centric brands as it improves data quality accumulated from customer data.

In this article, we take a closer look at how automation tools can increase the potential of omnichannel marketing and how it can improve the customer journey at every step, making the entire purchasing experience more consistent and convenient. Read along to know more about how omnichannel marketing benefits can be maximised through automation.

How to apply automation tools in omnichannel marketing?

• Customer data - all in one place: In today's world, marketing teams are not solely responsible for marketing campaigns. With the centralisation of the existing customer data, all teams in a company can collaborate and work together towards a common goal
• Combine online and offline: Brands are now striving to create a seamless user experience. With customers switching between online and offline modes, this becomes increasingly difficult. This is where automation comes into the picture. Therefore, you need to accumulate user information from both online and offline sources and create comprehensive customer profiles, thus crafting consistent marketing efforts
• Review existing customer experience: This involves scrutinising the existing customer experience through proper identification of customer interaction points and a thorough analysis of their performance
• Accumulate feedback: Promoting a customer-centric culture starts with recognising customer pain points and rectifying those at the earliest. While A/B Testing is a traditional method of acquiring customer feedback, companies today are being more creative in terms of experimenting with content such as marketing copies, newsletters, email subject lines, etc. This helps brands to find out what clicks with their audience and what gets ignored
• Categorise and narrow down: Through proper application of marketing automation, companies can segment their client base under different heads like geography, age, gender, lifestyle, buying intent, engagement, etc. Such categorisation helps companies to target their potential customers and serve appropriate content on chosen platforms
• Evaluate success: As with all kinds of marketing strategies, you should also measure and review the success of omnichannel marketing when combined with the power of automation tools. From discovering the successful marketing strategy to finding out the most high-performing platform - an in-depth inspection of the KPIs gives you an overview of the entire marketing strategy

How can marketing automation help omnichannel marketing strategy?

• Builds a seamless customer experience: Whether it is online or offline, accomplishing a comprehensive customer experience can be a daunting task. To simplify the matter, automation automates customer experience from multiple areas. Specific automation tools work together to create a unified experience through a single system. Through automation, brands can record the web activity of their users and sync the same on their mobile apps. As a result of this seamless unification, users save time and receive an integrated experience
• Integrates multi-channel marketing: With automation coming into the picture, the question of which marketing channels to use occurs less. Automation streamlines the entire process from discovering leads, acquiring prospective customers, interacting with them effectively, converting them into buying customers and finally retaining them
• Improves user journey: No matter what channel you use, the customer journey should always be at the heart of your marketing strategy. Omnichannel marketing strategy upgrades the overall customer experience and brings into focus what the customers might or might not like. Apart from offering a unique customer experience, brands should also provide consistent experiences through all marketing channels
  
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• Increases customer engagement: To make your omnichannel marketing strategy work for your company, you need to communicate with your customers regularly. Doing this through all the available channels can be very time-consuming. But with automation, you can easily cover all the marketing channels as well as evaluate KPIs to review your marketing efforts. Automation tools gather information automatically from various channels and share valuable data which you can then use to fine-tune your omnichannel strategy
• Saves effort, money and time: Through automation, you can effectively reduce mundane and repetitive tasks. This helps in diminishing the labour and other expenses as a result of which companies can scale without splurging the fund allotted to their marketing efforts. At a glance, an omnichannel marketing strategy might seem expensive but when considered for the long term, it is a true value for money
• Reduces workload: While artificial intelligence is here to make things easier for us, automation also gets the job done with reduced or minimum effort. For the newbies in the marketing sector who are yet to grasp the various aspects of marketing, automation can work wonders as it does not require a much higher level of technical knowledge. To understand and stay abreast of the latest automation news, marketers can join webinars or participate in quick tutorials

Final Thoughts

According to a report published by Harvard Business Review, 73% of 46,000 customers use different channels while shopping online. With digitisation, even traditional retailers are moving to omnichannel retailing, offering a hassle-free shopping experience. It is important to mention here that the advantages of omnichannel marketing can only be experienced through the usage of automation tools.

If you want to reap the benefits of omnichannel marketing in the best way, choose Springwood marketing automation service and give your business a new avenue to thrive and earn more revenue. From accurate data visualisation to accumulating actionable insights, we help companies to solve the most critical business issues.

Keywords - Omnichannel marketing, marketing automation, customer engagement, customer retention, marketing strategies

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