“Your brand is a story unfolding across all customer touchpoints.”
This is a quote from entrepreneur and speaker, Jonah Sachs. A consistent experience at each touchpoint to give a customer a seamless experience is at the core of omnichannel marketing. With the customer experience at the forefront of your mind, here is a closer look at omnichannel marketing and why you need it for your event.
What Is Omnichannel Marketing?
For those who are not yet familiar, omnichannel marketing is a type of multichannel marketing that offers an integrated sales experience to customers. The major difference between omnichannel marketing and traditional multichannel marketing is that omnichannel environments are in sync. Customers can go from shopping on their mobile devices to their computer to a physical location, or even a phone call and receive a consistent experience.
In this age, omnichannel marketing has taken center stage. In fact, according to a study conducted by the Harvard Business Review, the average person is likely to shop on a variety of channels, rather than sticking to just one. Particularly, out of the 46,000 shoppers surveyed, approximately 73% of them used multiple channels.
When considering different marketing channels, event marketing shouldn’t be left on an island alone. While the experiences are far different than browsing a website, the value and feel that they get from your company should be the same as when interacting with other channels.
Instead of creating an event that fizzles out in the mind of the customer by the next week, take advantage of the benefits of omnichannel marketing.
Why You Need Omnichannel Marketing for Your Event
Data collection improvement:
One of the top reasons you should consider incorporating omnichannel marketing into your next event is that it helps improve data collection. By tracking your customers across all channels, you can collect better data about their shopping habits and preferences.
Regularly advertise your events, and be sure to keep up the hype after the event for those that attended. This will encourage a more personalized experience and takes a step towards more effective campaigns that bridge the gap between marketing and events.
Caters to Hybrid Events:
Omnichannel marketing also caters to hybrid events, which are events that combine in-person and virtual components. Remember that while events, especially hybrid events, are the trend this year, make sure you have a why behind your event.
Knowing your goals will keep you on point as you create an experience that aligns with your company’s brand. With an omnichannel strategy, setting goals across the board for each channel, including events. Not only will this help your company walk away from an event with a purpose, your attendees will also walk away with a worthwhile experience. This makes it a win-win our books.
Improve customer retention rates:
Another reason you should use omnichannel marketing for your event is that it can help improve customer retention rates. After attending an event 84% of attendees said they had a more positive opinion about the company, brand, product, or service being promoted after the event. Combining this experience with effective marketing during and after the event will lead to a higher chance of leads eventually converting into loyal customers.
Boost customer satisfaction:
Omnichannel marketing can also help boost customer satisfaction. This is because customers expect to receive a positive interaction regardless of the channel they engage with. Whether it’s sending in a help ticket or handing in their ticket for an event, providing the same great experience every time will lead to more satisfied customers.
Connect online/offline experience:
As we mentioned before, omnichannel marketing is all about syncing the experience between channels. A critical point of this is the connection between the online and offline experience. If done well, it can lead to a seamless experience for your customers. Even better, omnichannel marketing can create the perfect balance in marketing for events, especially hybrid events.
Boost number of references and recommendations:
Including omnichannel marketing in your next event is one of the best ways to boost the number of references and recommendations. This is because having an omnichannel network makes it much easier for your customers to share information about your company and brand.
As a marketer or event-planner, you know that word-of-mouth advertising holds a lot of power in marketing. The experiences that can come from consistent marketing online to the unforgettable experiences of an event can be a method of spreading the awareness of your brand exponentially.
bringing it all together
Omnichannel marketing is an excellent method for maximizing your efforts to provide consistent customer experiences from online interactions to experiences at events, whether online or in-person.
We know keeping a consistent message and experience across every channel can be a lot of work. That’s where we can help! If you are interested in learning more about how to implement omnichannel marketing, plan an event, or chat about your strategy, contact us at Nifty Method.