Omnichannel retail is expected to surpass USD 19.51 billion by 2030. It means a lot for next-gen brands and has Martech at the center. Look around! Consumers today are more intelligent than they used to be, and customer satisfaction can depend on just a mouse click. Thus, it makes sense to invest in omnichannel marketing strategies. For many brick-and-mortar retailers, it’s become a necessity to stay profitable.
From targeting the right audience to maximizing conversions, martech holds untold possibilities. 2024 is all set to be the year of change. Whether it’s hiring a geo fencing company or embracing cross-channel support, brands will have to do more. Here are four ways to implement martech for omnichannel marketing in 2024.
1. Automating Programmatic Marketing
To date, marketers have answered the needs of programmatic marketing manually, but not anymore. On an enterprise level, Martech will drive a bunch of key tasks.
- Customer data collection and subsequent analysis
- Segmentation of audiences
- Creation and delivery of ads
- Tracking and optimizing campaign performance
Among others, audience segmentation is perhaps the most critical task. Yet, with martech, businesses can seamlessly divide target audiences into smaller groups based on demographics, preferences, and more. It helps a brand drive more relevant product ads across each group to maximize engagement. Also, one can identify the best ad formats and placement types. Thus, martech helps in automating bidding and buying for programmatic advertising.
2. Partnering for Geofencing Needs
As a location-based tech, geofencing packs a punch. It helps brands target users with relevant messages (usually as discounts and offers) when they are within a certain radius. So, it checks the box across two major fronts-contextual and personalized messaging. When you align geofencing goals with reality, it can look complex. With Martech, things can be easy. As a brand, martech offers seamless access to essential customer data like demographics, purchase history, and browsing behavior. This, in turn, helps in multiple ways:
- Creating personalized geofencing campaigns for maximum impact, and
- Crafting contextual messages that rely on the customer’s current location
- Measuring and optimizing geofencing campaigns to maximize efficiency
3. Targeted Email Campaigns
Martech allows brands to send targeted emails to a range of prospects. It’s usually done via email list categorization. The email list draws on essential customer data like personal choice and purchase histories. Thus, it leaves room to maximize engagement. Key determiners are click-through and email opening rates. Most importantly, MarTech allows for seamless automation of B2B email marketing. It includes regular tasks like sending welcome emails, industry reports, and blog posts. When such tasks are automated, marketers have more time to plan effective strategies. For larger enterprises, Martech works in real-time, tracking email campaign performance.
4. Enhanced Cross-Channel Customer Support
Martech makes a significant difference for businesses with cross-channel customer support. Based on the customer’s unique problem, omnichannel routing enables customer journey orchestration. It could be a skilled representative with the proper product knowledge or the right department handling such queries. Thus, Martech helps customer support teams reach out to prospects proactively and offer first-hand assistance. This, in turn, reduces friction and boosts sales. The math is simple. The more data you have, the better you are with your responses.
A customer will always want things to be consistent. But it doesn’t mean communication channels behave similarly. And this is where data acts as a guide for businesses. Let’s understand this with an example. Say you run an e-commerce brand. You find a customer with more than one item left in the cart. What would be the best approach to turn this into a sale? The answer is a simple push notification, nothing else. All you need to do is to tailor the message to match the buying history. It helps, particularly when dealing with a high-value customer with a record of multiple purchases. Such an approach gives them the journey they crave, personalized and interaction-driven.
Omnichannel Marketing with MarTech– The Future Is Here
2024 will be a year where Martech tech stacks will rule omnichannel marketing. For businesses, this will be a game changer. They will make bigger, better decisions, reduce expenses, and allocate resources effectively. AI will have a prominent role to play here. Once you know how to tune things to your advantage, there’s no looking back.
