Modern marketers can reach customers in more ways than ever before. But at the same time, brands now feel more pressure to deliver massive, interwoven omnichannel marketing campaigns in order to be the loudest and clearest voice in their respective markets. 

Omnichannel marketing takes time, planning, and creativity; and developing a campaign that’s truly effective at delivering your ideal message is a challenge. Let’s break down what the optimal omnichannel campaign looks like so you can start fleshing out a strategy that brings your brand to the masses.

3 Pillars of Omnichannel Marketing

If your brand can successfully balance these three elements of omnichannel marketing, you can reach the audience you’re targeting, no matter the budget you work within. Combining these pillars with the support of a marketing partner that can create and implement your strategy is all it takes to achieve quality, effective outcomes.

1. Choosing Your Ideal Channel Mix

Brands can pick as many channels as they need when developing an omnichannel marketing strategy. But to find the most effective combination for your own company, your ideal channel mix should reflect the shopper’s journey and the forms of communication with which they’re most comfortable.

Consider the various ways your brand can now leverage omnichannel approaches to keep customers in the loop. A clothing retailer with an ecommerce and brick-and-mortar presence might start by pushing top-of-funnel, eye-catching messaging via out-of-home, digital banner ads. They’d then continually retarget those same buyers through SMS or social ads to push the purchase potential even higher — and then make a final push with an email to announce a major sale. This omnichannel marketing strategy relentlessly pursues and influences the shopper until they choose that brand.

2. Maintaining Message Consistency

Omnichannel marketing efforts fail when messaging and branding aren’t consistent across the various methods of communication. This might happen when multiple marketing partners are working to deliver material for different channels or customer demographics. Therefore, brands have to ensure that a cohesive voice is guiding the messaging.

The key is to consider each new channel as a potential opportunity to package or deliver your brand in a unique, channel-specific way. For instance, smaller ad space (e.g. digital banners or social posts) lets you focus on the visual component of your brand and emphasize your overarching values and slogan. Then, you can leverage more in-depth content like video, email, or even content marketing to push your entire narrative that expands on what the former started to establish.

3. Spending Wisely for the Best Results

Some brands hesitate to execute omnichannel marketing strategies because it sounds expensive to develop enough materials for every communication opportunity. But it’s possible to achieve success while maintaining your budget by working with a partner that knows how to properly target your ideal customers.

Your marketing partner can help you hand-select the perfect channel mix to deliver consistent messaging across your communications. This singular relationship, if chosen well, will help you save money by consistently finding new ways to protect your budget over time.

Your Next Omnichannel Strategy

With well over 20 years of experience in delivering marketing strategies across channels, Power Marketing has been a leading partner for brands looking to launch new campaigns. If you want to build and implement a comprehensive omnichannel marketing strategy, reach out today to see how we can help guide you to your future success.