The Pros and Cons of Omnichannel Marketing

Digital marketing is a constantly-evolving tool that can propel any business forward if consistently iterated upon. However, it’s easy to get left behind in the dust. Leveraging omnichannel marketing can help you pull all of your marketing channels into one seamless customer experience. Afterall, according to Capital One’s Omnichannel Report, 73% of consumers are omnichannel shoppers. Omnichannel marketing can be applied to any brand and is usually managed by a Jacksonville digital marketing agency, like Beson4. Just like anything, as there are positives, there are bound to be negatives. We’re going to dive into the pros and cons of omnichannel marketing in Florida.

What is Omnichannel Marketing?

Omnichannel marketing is the consumer-focused approach of utilizing multiple channels to convert, engage, and nurture your customers. Marketing channels include brick and mortar stores, websites, social media, email marketing, mobile applications, etc. and integrates them into one seamless brand experience for your customers. The key is to ensure your customers have a consistent experience across all touchpoints when interacting with your brand messaging.

Single-channel, multi-channel, and cross-channel marketing strategies are traditionally more product-centric and fail to emphasize customer needs. Omnichannel marketing focuses on showcasing the value your customer receives and offers a more familiar experience with the brand directly, ultimately leading to a higher conversion rate and enhancing customer loyalty and satisfaction.

When omnichannel marketing is put into place, the data is integrated into one tangible database which makes it easier for Jacksonville digital marketers and businesses alike to make informed decisions, iterate on their omnichannel marketing strategy, and gain valuable consumer insights.

What Is an Example of Popular Brand Omnichannel Marketing?

You’re likely to have engaged with a brand’s omnichannel marketing strategy at some point in time. Popular brands like Amazon, Disney, and Starbucks have all done an excellent job of integrating highly convertible omnichannel marketing touchpoints to their respective target audiences. Let’s double click on Disney to see how they’ve maintained such a strategic approach to omnichannel marketing.

Disney’s Omnichannel Marketing Approach

When visitors begin to plan their trip to Disney World or Disney Land, they begin at the Disney website and eventually move to the Disney mobile app or My Disney Experience tool, where they can plan every detail down to dietary restrictions. From there, Disney visitors can view open rides and attractions and see the available wait times. They even have a MagicBand that opens up more touchpoint possibilities, bringing the magic of Disney and its omnichannel marketing strategy to people around the globe.

While these are more advanced omnichannel marketing approaches, Disney certainly incorporates a fluid experience across their social media channels, email marketing campaigns, website, and paid media channels, all the way to Disney World itself. Disney does an omnichannel marketing job that most can only dream of, however it’s never a bad idea to reach for the stars and do your due diligence in arranging the omnichannel marketing strategy that works best for your Jacksonville business.

What Are the Pros & Cons of Omnichannel Marketing?

Let’s get down to brass tax, there are pros and cons to everything and as great as omnichannel marketing is, it’s not exempt from introducing challenges upon implementation.

The Pros of Omnichannel Marketing

Increased Customer Satisfaction: Giving your customers a seamless experience across all of your marketing checkpoints can lead to higher customer satisfaction and an increased chance of loyalty.
More Concise Data & Analytics: Businesses can better understand their customer’s unique behaviors and preferences when their marketing channel data is integrated and can tell a clearer story.
Drive More Sales: Omnichannel customer engagement can lead to an increase in average sales revenue of 9.5% and 91% in customers retained, illustrating that retention rates are typically higher, along with sales for businesses that implement omnichannel marketing.
Better Brand Visibility: An uninterrupted customer flow will position your brand better towards your audience and allow you to go up against competitors with a solid omnichannel marketing strategy in place.

The Cons of Omnichannel Marketing

High Implementation Cost: Unsurprisingly, the cost isn’t low when optimizing your marketing channels to fit the omnichannel marketing model. Omnichannel marketing for your Florida business requires significant investment in software and infrastructure.
Complex Management: Before implementing omnichannel marketing, it’s important to consider that the management is time-consuming and requires a dedicated team to oversee and manage.
Integration Challenges: The actual integration of the data points related to omnichannel marketing can prove quite complicated initially. It’s important to ensure all of your marketing channels are integrated seamlessly, which can be technically challenging.

Overall, omnichannel marketing is an excellent model to put into place for any big or small business in Jacksonville. The key is to implement the manpower to set it up and maintain it over time. Beson4 has been a top digital marketing agency in Jacksonville, Florida for over 25 years, with many happy clients to boot. Want to join our client roster and see how we can help implement your omnichannel marketing strategy? Drop us a line and let’s connect!