{"id":61643,"date":"2020-12-31T08:00:57","date_gmt":"2020-12-31T13:00:57","guid":{"rendered":"https:\/\/zetaglobal.com\/?p=61643"},"modified":"2024-02-07T17:02:38","modified_gmt":"2024-02-07T17:02:38","slug":"3-approaches-to-omnichannel-every-marketer-should-know","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/articles\/3-approaches-to-omnichannel-every-marketer-should-know\/","title":{"rendered":"3 Approaches to Omnichannel Every Marketer Should Know"},"content":{"rendered":"\t\t
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September 27, 2023 | <\/span> < 1<\/span> min read<\/span><\/span><\/div>\n\t\t\t<\/div>\n\n\t\t\t

\n\t\t\t\t3 Approaches to Omnichannel Every Marketer Should Know\t\t\t<\/h1>\n\t\t<\/div>\n\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tMany brands struggle to acquire and retain new customers. But do you know why? It\u2019s because they\u2019re taking a disjointed, cross channel approach to acquisition. In other words, they\u2019re relying on siloed or incomplete data to obtain siloed or incomplete insights that make it impossible to optimize their engagement and acquisition in a meaningful way. If you\u2019re looking to avoid issues related to engagement and acquisition, you need to incorporate one of the following three approaches to omnichannel.\n\nDone properly, these three approaches to omnichannel will make it possible for you to find the right customers in the right channel and at the right time\u2014the moment of consideration<\/a>. And if you can do that, you’ll help your brand bolster engagement, acquisition, and retention.\n

#1 – Pure omnichannel acquisition<\/h2>\nIt costs more than money to acquire customers\u2014it costs time, energy, and talent.\u00a0<\/span>\n\nThe cumulative cost of acquisition is especially high (sometimes as much as 10X higher) when it\u2019s compared to the total cost of customer retention.\u00a0<\/span>\n\nThis disparity is why smart, successful companies that are built to endure for decades make customer retention their primary focus and customer acquisition their secondary focus. The leaders of these businesses know it\u2019s better to keep existing customers loyal while capturing a few new customers here and there, than it is to offset a high churn rate by capturing new customers by the boatload.\u00a0<\/span>\n\nThis virtuous customer cycle is the goal of every company.<\/span>\n\n\"\"\n

Using omnichannel to reduce customer acquisition costs<\/h3>\nEven though retention should usurp acquisition in the way of importance, customer acquisition will always be a primary objective for any marketing executive. Therefore, keeping the cost of acquisition as low as possible is critical.\n\nTo that end, marketers and the brands they work for must know how to use omnichannel as a tool for lowering customer acquisition costs. Omnichannel makes it possible to maximize prospect data across channels to take advantage of every touchpoint along the customer journey.\n

Keys to successful omnichannel acquisition process<\/h3>\n \n

You need a good data<\/h4>\nAny information you have on prospects (be it known or unknown data) should be enriched and used to engage in AI-modeling. To be successful in terms of obtaining actionable insights about individual customers requires a strong ability to identify individual prospects and their behavior through deterministic attribution.\n

You need good data strategies<\/h4>\nTo thrive with omnichannel acquisition, you not only need high-quality data, but you need intelligent strategies for using that data. Effective strategies can be built using a number of approaches including geo-fencing, lookalike modeling, and the building of intender audiences.\n

You need to activate in the right channels<\/h4>\nEverything starts with your company\u2019s website\u2014if this isn\u2019t buttoned up, your omnichannel acquisition process will never, ever take flight. That means you can\u2019t have any breaks in your on-site conversion path, and\u2014if you do\u2014 you must be able to re-engage prospects during their onsite visit to complete their conversion.\n\nAfter your site, you must focus on activating and engaging through email. Email is personal, it performs, and it will deliver the best acquisition ROI for your brand. Yes, it might be lacking in reach (unless you have access to permissioned, third-party audience), but what it doesn\u2019t offer in breadth it more than makes up for in efficiency.\n\nFinally, you need a substantial social and programmatic presence.\n\n\"\"\n

#2 – Use email to improve direct mail acquisition<\/span><\/h2>\nFor marketers and brands that make use of direct mail for customer acquisition, email is a channel that can\u2019t be ignored. Why?\u2014Because no channel supports and amplifies the impact of direct mail like email.\u00a0\u00a0\u00a0<\/span>\n\nOn its own, direct mail comes with costly limitations in that it\u2019s both expensive to implement and slow to drive results.<\/span>\n\n\"The\n

The power of email PLUS direct mail<\/h3>\n

Email-based customer acquisition enables marketers to achieve…<\/h4>\n\"The\n

Building a unified email and direct mail strategy<\/h3>\nUsed to complement each other, email and direct mail possess a multiplier effect that makes it easier for marketers to do big things when it comes to acquisition. But what does a unified strategy actually look like? In most circumstances, the strategy will feature a few components:<\/span>\n