Omnichannel: What is it and why should it be part of your business?

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Remember when marketing used landlines as the almost exclusive channel to achieve its goals? Back then, the word omnichannel wasn't even a latent idea.

Well, it is clear that today, as new technological devices continue to appear, we are embarking on a completely different path. And this requires new solutions from marketing. Precisely, omnichannel appears to be one of the main ones. Let's find out what it is all about.

Omnichannel is a marketing strategy focused on generating valuable experiences for users, through all the channels in which the brand is present.

Today, potential customers and those who are already loyal to a particular brand are not looking for a single way to communicate and solve their problems. What they are looking for is the experience that best suits them .

In other words, it is no longer enough to think in terms of mobile, desktop, tablet or watch experiences. The approach to customer relationships must be holistic .

This is what being omnichannel is all about : connecting Spain Phone Number Lead with users by considering all possible channels and guaranteeing coherent communication and a homogeneous experience in each one.

At this point, conversational marketing becomes a key part of the strategy. Because it uses conversations as an added value in the user experience and initiates dialogues with these potential buyers when they want it.

This is the premise of omnichannel: giving the power to the user to choose when and how to contact the brand .

Omnichannel and relational marketing
Omnichannel as a practice in companies is aimed at maintaining a long-lasting relationship with customers and potential customers . Therefore, it is part of the relational marketing strategy of businesses. In other words, a set of actions to win over and retain customers by improving communication with them.

In this sense, the goal of omnichannel is to consolidate the bond with users, so that it is maintained over time.

To achieve this, a communication strategy is established in which the brand can be in contact with prospects or customers through different channels. From email or social networks, to a chatbot on the website, in the online store or even on WhatsApp Business .

However, for it to be an omnichannel strategy, beyond the multiplicity of channels, it is necessary to provide a cohesive experience at each of the points of contact . The user must feel that regardless of the medium chosen to interact with the brand, the treatment on the other side will always be the same.

In conclusion, one way of thinking about omnichannel would be to define it as a relational marketing strategy. That is, managing customer relationships through all possible channels.