12.16.24 | 5 min
Creating a Cohesive Brand Experience: Strategies in Omnichannel Marketing
116 & West
In today’s marketplace, customers navigate complex journeys. More than half interact with three to five channels on their path to purchase, while a third rely on features like curbside pickup or online ordering. Responding to these trends requires more than just your brand’s presence across channels; it demands coordination, consistency, and a customer focus.
By adopting a customer-centric approach, marketers use omnichannel marketing to coordinate all channels around the customer journey, ensuring that every interaction—whether online, in-store, through social media, or via email—is consistent and cohesive. Unlike multichannel marketing, which treats each platform as an individual entity with its own objectives, this strategy links all customer touchpoints to create a unified brand experience.
For instance, a user might first receive an email introducing a new product, followed by a promotional offer for the same product on Facebook, and later encounter a testimonial about the product’s benefits on YouTube. In contrast, a multichannel approach might simply promote the same offer across different platforms, without the interconnected storytelling that omnichannel marketing provides.
This approach is precisely how we help our partners build more responsive and effective marketing, transforming every touchpoint into a meaningful moment to strengthen loyalty and drive conversions. Our omnichannel strategy encompasses five key stages to ensure your customers feel recognized and valued, wherever they engage with your brand.
Discovery
Jumping headfirst into expanding your omnichannel marketing capabilities can be detrimental if we haven’t first identified your business’s unique value drivers. Without this insight, we risk investing in ineffective strategies amid a crowded arena of competing approaches and technologies.
In our first phase, Discovery, we address this need for structural clarity by defining the dynamics of your brand’s core components. Together, we dive deep into your current strategies and pose essential questions aimed at how each channel supports your brand goals, and where opportunities exist for greater alignment. By critically assessing your business objectives and engagement insights, we can help define how you want your brand to be experienced in an omnichannel landscape.
This foundational work enables us to integrate core findings into your campaign strategies, adapting to the evolving dynamics of today’s business environment for a decisive competitive advantage to increase ROI and ROAS (return on advertising spend).
Research and Insight Development
Having established a clear framework for your brand, we now shift our attention to the center of your omnichannel marketing strategy: your customers.
Utilizing the robust research capabilities of MRI Simmons, alongside an array of other innovative tools, we gather extensive data on your target market’s consumer behavior and preferences. This research phase allows us to uncover patterns and trends that shape your customers’ journey, ultimately revealing what drives their decisions.
As we analyze the data, we segment your audience into distinct groups based on relevant characteristics. This segmentation enables us to personalize messages and promotions that speak to the pain points of each group, inspiring them to act on their interests. By delivering relevant content, you will not only capture their attention but also drive conversions by connecting with customers on their terms.
In addition to understanding your audience, we examine your competitive landscape to discern how similar brands communicate their value. By fully grasping their market presence, we craft a unique narrative that elevates your brand above the competition.
Strategy Development
Guided by comprehensive audience and industry knowledge, we now turn insights into action with an adaptable strategy that captivates and converts through an array of interactions.
Our omnichannel approach coordinates owned, earned, and paid media across all stages of the marketing funnel: awareness, consideration, conversion, and loyalty. With emphasis on the often-overlooked loyalty stage, we drive deeper engagement with the 20% of customers who generate 80% of profits, as supported by the Pareto Principle.
By the end of this phase, you will receive detailed recommendations, budget allocations, and sample creative for your review. As we evaluate each element together, your feedback ensures the final strategy is both impactful and true to your brand.
Execution
With the strategy set, our creative team springs into action, developing the necessary assets while the media team executes the targeted buys outlined in the media plan. By focusing on the loyalty stage, we implement tailored retention campaigns that reward repeat customers with strategies such as exclusive offers, early access, and engaging loyalty programs, reinforcing their relationship with your brand while driving their long-term value.
If additional assets are required, we coordinate photoshoots and video productions to create compelling content. Meanwhile, our digital team develops the UI/UX for your landing pages and implements conversion tracking, ensuring this brand experience remains an integrated part of our omnichannel strategy with trackable metrics.
Throughout this phase, we collaborate closely with your team to refine materials for your final review. Upon presenting our work for adjustments and approval, we launch the campaign.
Campaign Reporting
With your campaign now live, we enter the phase of ongoing management and optimization. Our team actively monitors performance across all platforms weekly—and often daily—enabling us to make real-time adjustments to ensure our efforts are effectively resonating across all customer touchpoints.
You will receive complete and transparent reporting throughout the campaign. Regular updates at agreed-upon checkpoints will summarize overall performance as well as metrics of individual tactics.
Using Looker Studio, we create custom reports that incorporate data from Google Analytics, Google Ads, Google Tag Manager, social platforms, and other industry-standard tools. As we review these detailed reports, we pinpoint strategic insights that allow for immediate optimizations in media placements and calls to action.
As customer expectations evolve, a robust omnichannel marketing strategy is paramount for brands seeking to stand out. By leveraging a comprehensive process, spanning discovery, research, strategy, execution, and reporting, we ensure your brand maintains consistency while connecting with customers across all channels. Grounded in an understanding of your unique needs and consumer behaviors, our holistic approach aligns your story and message to effectively engage your audience.
If you’re curious about how an omnichannel approach could strengthen your current strategy, we’d love to lend a hand. Reaching diverse audiences in Pacific Northwest states like Idaho, Oregon, Washington, and Alaska is our specialty. Reach out to us to schedule a time to review your marketing efforts and explore how we can create a cohesive brand experience for your business.