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The global pandemic forced a lot of industries to reevaluate their digital strategies. In some cases, companies had to undergo complete digital transformations in very limited periods. As a result of these transformations and shifts in the digital landscape, omnichannel marketing has seen a dynamic rise since the start of the pandemic. One of the main learnings from all these experiences is that there isn’t a one-size-fits-all digital strategy solution that can be applied across the board.
We’ve learned a lot about our omnichannel approach during the pandemic, and here are some key takeaways that have changed omnichannel marketing strategies:
1. Customer Behaviour has Changed, probably forever.
The pandemic has changed how customers consider, search for, and purchase items they need and like. Before, online shopping and e-commerce were primarily used for clothes and luxury items, the pandemic has pushed consumers to use online shopping for their day-to-day needs. As we slowly transition out of a pandemic-gripped world and into a new normal, it may be that people find the convenience of online shopping, even for things like groceries, so appealing that they keep using it.
2. Personalized Marketing is Key.
One of the key things that we have learned during the pandemic is that people want to connect with other people. By personalizing your marketing campaigns and initiatives, you have a greater chance of catching your audiences’ attention. Customers appreciate proactive communication and they want to work with brands that cater to their individual needs on a personal level.
3. SMS Messaging can take the place of Email Marketing.
While not everyone has constant access to their email, it has become very clear that during a crisis SMS messaging has a better chance of reaching your target audience than email. In many cases, SMS messaging also has a higher impact rate than email. Moving forward, it is likely that SMS is a channel worth pursuing.
4. Customer Communication now goes beyond the Sale.
During the pandemic, customers expected more communication from the brands they purchased from. Follow up conversations with customers is now part of the communication chains, checking in on customers and dealing with any after-sales issues that the customer may have had has developed stronger bonds and customer loyalty.
5. Companies are all turning to Omnichannel.
Communicating with your customers, through any channel, is a primary requirement for any business, and companies are finally embracing this concept. We are seeing a strong need for online, omnichannel contact service solutions as a result of this, allowing companies to develop their communication strengths, allowing brands to communicate with their customers more effectively across multiple channels.
Final Thoughts
The pandemic has changed the world. It has had a solid impact on how we communicate with our customers and reach out to them. The digital landscape has shifted as a result of the massive changes that we have faced since the onset of the pandemic in 2020. There is no doubt that these changes will leave trends in how we approach our digital marketing strategies. Omnichannel marketing has played an important role in these changes and will continue to be a boon to digital marketers and their companies as we move forward.
