Selling goods is a science. Analyzing multi-channel and omnichannel customer behavior explains how brands engage with consumers. So, whether it’s a soup can or a new gadget, becoming acquainted with how and why people buy things is a vital part of generating revenue.
Using the same images for email copy, social media posts, and other channels causes quality loss. To make your multi-channel marketing strategy as seamless as possible, using different images that fit the content is a perfect solution.
If using different images is not your priority, and your goal is to apply an available set of images, consider resizing them according to the technical and visual needs of your texts. In this case, using Depositphotos quality images will help you create various versions of creative content. Whatever approach you choose to apply, this will be the initial step to making your clients closer to you.
What is multi-channel behavior?
With the multi-channel approach, retailers seek to integrate their marketing strategy across platforms. Statistics indicate that customers who interact with a brand on several platforms spend significantly more. Thus, multi-channel marketers use the same call-to-action, whether it’s a Facebook or radio ad.
You may hear the term ‘omnichannel’ when discussing multi-channel behavior. But what is an omnichannel? It is a more integrated type of multi-channel marketing. This strategy recognizes that Instagram users and cable TV viewers have unique spending habits. The omnichannel strategy may have specialized teams for each channel to facilitate deeper customer engagement.
However, while omnichannel marketing can be more effective than multi-channel marketing, it’s costly and tough to execute. Therefore, creating an effective omnichannel strategy is vital if you choose this approach.
Let’s review examples of how an omnichannel buyer or multi-channel customer may navigate the purchase process.
Scenario 1: Purchasing a new phone
Smartphones have become ubiquitous for all consumers. Consequently, multi-channel marketing is crucial for targeting everyone, everywhere.
Imagine you see an ad on TV for a new phone. The manufacturer claims that the device has the best camera of all smartphones in production. While the presenter’s persuasive words are enticing, you hop to YouTube to see what others have to say.
You find a video from a renowned electronic review channel. The reviewer compares the phone with competition. The consensus? This is an exceptional smartphone, but may be too big for some hands.
Thus, after viewing the YouTube video, you decide to get your hands on the product. You visit a brick-and-mortar cell phone retailer. A store representative shows you the demo model and praises the phone. You like how it feels, but you decide to go home and think about it before spending the money.
Finally, you order the phone through your favorite online retailer. By this stage, you’ve explored four channels: television, YouTube, retail storefront, and e-commerce site. Every channel has guided you from point A: seeing the phone ad to point B: buying the smartphone.
Scenario 2: Watching a new movie
Before you decide to see a new movie, you want to be sure it’s worth your time and money.
In this scenario, you begin by watching an interview of the lead actor on your favorite YouTube chat show. The host asks about the filming process, and they discuss the outcome. From what you hear, the movie has everything you could want—great actors, a compelling plot, etc.
You decide to watch the trailer on YouTube. It’s incredible, and the cinematography leaves you in awe. However, you know that a great trailer doesn’t always mean a great movie.
Next, you Google the movie. You check out critics’ reviews and read good things. While some critique the film (as always), you’re confident that you’d enjoy it.
Eventually, you decide to see this movie. However, there are several ways to view new films nowadays. First, you could purchase theater tickets for yourself and a couple of friends. Alternatively, you could stay at home by choosing pay-per-view or streaming the movie through the appropriate platform.
You haven’t been out in a while, so you ask your friends about their plans. They’re open to going, so you purchase movie theater tickets.
Once again, you navigate several channels: YouTube, web search, and ordering tickets from a local theater’s website.
Even professional service seekers are multi-channel customers. Imagine that a billboard reminds you that tax season is coming. You have an “oh, snap” moment—you need to get your taxes done! However, you’re too busy to deal with filing your taxes right now. Thus, you decide to hire an accountant.
You begin by searching a local directory for qualified local accountants. So many names appear, and the choices overwhelm you. You ask yourself, “Which one can I trust?”
Next, you type the first few accountant names into Google and view their websites. Some look like they haven’t been updated in 5 years. However, one accountant has a polished, professional website that exudes trustworthiness.
Finally, you decide to hire an accountant with a nice website. Your transaction is complete.
Scenario 4: Buying designer shoes
Luxury brands spend significant sums on omnichannel advertising. Their affluent customer base consists of busy professionals who may not spend much time on any individual platform.
Say you’re an omnichannel buyer. You follow a luxury apparel brand on every social media platform and just happened to come across a magazine ad. However, you didn’t know that they sold shoes. Nevertheless, you must have them.
You’ve bought from the brand before and have no doubts about product quality. Instead, you open Instagram to view different shoe styles. Eventually, you see a style that catches your eye. Thanks to cookies, the brand notices your interest in their shoes.
Business gets in the way, and you forget about the shoes. But when you stop to browse the web during lunch, you see a targeted ad for those shoes. You remember how much you wanted them and finally click to purchase them.
Scenario 5: Selecting a package service
A relative’s birthday approaches, and you need to mail them a gift. There are many ways to send packages nowadays, though. For example, you remember seeing an ad on Reddit for a delivery service. So you visit the service’s website.
You quickly get a pricing estimate, and it seems reasonable. However, you want to ensure that the service is dependable. So, after a quick Google search, you find exceptional reviews and decide to go with that service.
Finally, you return to the delivery website and pay for pick up. Then, all that’s left is to wait for workers to take the package.
Scenario 6: Ordering food
You’re hungry, but you’d prefer not to get groceries or go out to eat—it’s pouring rain. So instead, you decide to order food.
You do a local search and see a geo-targeted ad for a Korean restaurant. Korean food sounds perfect, but you’re unsure what delivery service to use. So you compare the prices of various food delivery apps and decide on the cheapest option. Fortunately, you have a coupon to drop the price further.
After entering your address into the app and confirming the charges, you await dinner.
Every example above uses multi-channel or omnichannel marketing. 21st-century customers get information from social media, television, billboards, and more. Transactions occur when customers feel informed.
Ultimately, a great omnichannel strategy leads customers to point B, no matter where point A (where the ad is presented) occurs. It enables businesses to appeal to everyone, whether they’re the type to read magazines or watch YouTube.
So, the next time you wonder, “what is an omnichannel?” remember: it brings customers from every platform to the same final destination—the sale.