Shopify Ecosystem

Understanding Omnichannel Marketing, and What it Means for You

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


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


Omnichannel marketing is the practice of using multiple platforms in order to direct customers back to your products and Shopify store, and as it turns out, this strategy is critical to the success of your business.


Simply put, omnichannel marketing is the practice of using 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 are able to 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 that they’ve seen advertised across many platforms. For example, a customer who sees an ad for tennis shoes on TV as well as 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 as well as more modern online platforms, you can reach a larger audience than ever, and you’ll witness much higher sales numbers as a result.


With the boom of the internet, there’s been a lot of concern over the relevance of traditionally 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.


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


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 as possible, 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 the mind of your customer. This encourages them to remember your brand and your products, and in turn makes them more likely to purchase products regularly.


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


When done properly, omnichannel marketing can be used to increase your audience and conversion rate immensely, making it an absolutely vital part of any modern marketing strategy.


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