As you already know, users do not interact with brands through a single digital channel but instead move fluidly between different environments (social networks, mobile apps, emails, search engines, marketplaces, websites, etc.).
Omnichannel digital marketing is a strategy that aims to provide users with an integrated, consistent, and seamless experience across all digital touchpoints. But it is not just about “being present in several channels”; it is about strategically connecting them so that the user perceives continuity in the message and in the experience, regardless of where they interact with the brand.
If you already have clear objectives for your digital project and have carried out a solid competitor analysis, it is time to develop your omnichannel digital marketing plan to build a stronger, more consistent, and more effective relationship with your audience. In this article, we explain why it is so important for your marketing strategy to be omnichannel, what characteristics such a strategy should have, and provide some examples for inspiration.
Why is it important to integrate the digital marketing plan into the development of your digital project?
For us, designing an omnichannel marketing plan is one of the 25 pillars to consider in the development of a digital project because, otherwise, the project could remain invisible to its target audience. Integrating and implementing this type of plan from the development phase is crucial to ensure it is not built as a later “add-on” but as a pillar that supports the project from its inception.
This will ensure that the omnichannel digital marketing plan is strategically aligned with the project and moves in the same direction.
Omnichannelity as the main feature of your digital marketing plan
Here is a very common standard journey that many users follow today on the internet: “they see an Instagram ad for a new app and click on it. The ad takes them to an optimized landing page where they can read more about the app’s features and see real customer testimonials. Interested. Then, they download the app on their phone from Google Play or the App Store. Upon doing so, they receive a welcome email with an interactive tutorial guiding them through their first steps. Days later, the app sends a push notification to inform them about a new update”.
As you can see, this entire journey takes place across different digital channels. But for this combination of channels to be truly effective, it must be fluid, consistent, and free of contradictions. These are the three characteristics that define an omnichannel marketing strategy.
It is no longer enough to develop multichannel plans, where each channel functions independently and the experience is not necessarily connected or synchronized. Now it is crucial that the user experiences a seamless and consistent journey regardless of where they interact with the brand.
Moreover, omnichannelity must also be present once the user has already become a customer, since at that stage they continue interacting with the company’s different channels.
How to design an omnichannel digital marketing plan
In your omnichannel digital marketing plan, you must not only define which channels will be part of your strategy but also how they interact with each other. Think about how you will connect each touchpoint to deliver an integrated experience to the user.
To achieve this: define what you want to accomplish with each interaction, know your target audience and how they behave, select the channels that are most important to you, and ensure your message and design style are clear.
In this process, it will be crucial to work with tools that facilitate this omnichannelity, such as CRMs to centralize customer data and automate communications, Google Tag Manager to manage tracking tags, and Google Analytics 4 to analyze user journeys, among others.
But if all this feels overwhelming, at Pukkas we can help. Request a free consultation to design your digital marketing plan with us and outline a seamless strategy.
Examples of possible journeys in an omnichannel digital marketing plan
- If you are going to invest in SEM, it is essential to create conversion landing pages on your website. Both the Google Ads ad and the landing page must be aligned in design and copy, sharing the same tone and value proposition.
- A user visits the website without completing the purchase. In this case, you can trigger a social media ad reminding them of the product, followed by a push notification from the app as a reminder. Both the ad and the notification must convey the same value proposition without being contradictory in order to remain effective. And it’s not about “bombarding” the user from all channels at once but designing a staggered and coordinated flow over time.
- In a lead generation strategy using downloadable content (ebooks, guides, webinars, etc.), it is essential to create well-structured forms on the website. But this content can also be integrated into social media, making it very important that it is communicated with the same design, tone, and value across all channels.
