Understanding Omnichannel Marketing And What it Means for You

In business, there’s a popular term that’s often heard and often misunderstood: omnichannel marketing.

What is omnichannel marketing, and what does it mean for your Shopify eCommerce business?

Omnichannel marketing uses multiple platforms to direct customers to your products and Shopify store. As it turns out, this strategy is critical to the success of your business.

Omnichannel marketing uses many marketing platforms to create your own widespread web of ads and promotions. By using a variety of platforms to market your products and brand, you can reach a much larger audience than if you were to use only one or two marketing platforms.

In addition, customers are far more likely to purchase a product from a brand they’ve seen advertised across many platforms. For example, a customer who sees an ad for tennis shoes on TV and on many of their favorite websites will be more likely to purchase that product or shop with that brand. By marketing yourself among traditional marketing channels and more modern online platforms, you can reach a larger audience than ever and witness much higher sales.

With the internet boom, there’s been a lot of concern over the relevance of traditional marketing methods. More and more businesses are forced to re-evaluate the worth of television and print ads, as opposed to the value of online marketing. As it turns out, traditional marketing channels reach about 40 percent of their intended consumer audience, while online channels such as Facebook reach only 30 percent. While this doesn’t discount the relevance of online marketing, it’s very clear that traditional marketing channels still hold a place in modern business.

Specific marketing channels work well with others to reach the broadest audience. For example, email newsletters and Facebook marketing go hand in hand with many of today’s customers. Customers engaged with your Shopify store on social media will be far more responsive to your emails, making it essential that these channels are paired together for the highest success rate.

In general, more is best when it comes to omnichannel marketing.

The idea is to present your Shopify store to your intended audience as often and through as many channels as possible. Don’t be afraid to market yourself using every relevant channel you can, as this will inevitably allow you to reach a larger audience. By using these channels effectively, you can establish yourself in your customer’s minds. This encourages them to remember your brand and products and makes them more likely to purchase them regularly.

The key to omnichannel marketing is not limiting yourself. By limiting your marketing efforts, you are minimizing your company’s presence in your customers’ minds and restricting yourself to a smaller-than-necessary audience.

When done correctly, omnichannel marketing can immensely increase your audience and conversion rate, making it a vital part of any modern marketing strategy.

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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of VisionPros.com, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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