Creating Digital Marketing Success with an Omnichannel Approach
Omnichannel versus Multichannel Marketing
While many golf retailers have implemented multichannel marketing strategies, few have created the seamless omnichannel experience that customers have come to expect. In the future, it’s the true omnichannel brands who will win the battle for customers’ wallets.
Multichannel Marketing: It’s tactical.
Multichannel marketing refers to the ability to interact with your golf customers on different channels, like a website, social media, an app, or word-of-mouth. The goal of this form of marketing is to have a strong and unique strategy for each channel. This way, your golf brand will be able to target customers with varied buying preferences.
Omnichannel Marketing: It’s strategic.
Omnichannel refers to the multi-channel approach that provides your customers with an integrated shopping experience. The goal of this is to provide a positive customer experience across multiple channels in a seamless and integrated manner.
So, what’s the difference?
From a product point of view, multichannel means marketing the same product in the same way across multiple channels, while omnichannel means that the content is adapted to the channel.
The multichannel approach focuses on spreading the brand’s message as quickly as possible via multiple tactics, all while having a separate strategy for each channel. For example, customers may be approached through email or social media posts to ensure that the marketing message spreads. However, the message may not be consistent across all these channels, and herein lies the problem. Your customers don’t behave equally in every channel and, for that reason, companies should not address them in the same manner at all touchpoints.
The omnichannel approach, on the other hand, strives for consistency. A golf customer will be greeted with the same marketing message on different channels, whether it’s social media or emails. Every channel is interconnected to ensure customers are having a satisfying overall brand experience. The goal here is to provide customers with what they need in the channel of their choice. This approach boosts the customer’s sense of familiarity with the brand, while ensuring that your overall strategy receives full support.
Your golf business is most likely relying on multichannel marketing right now. A shift to omnichannel marketing will ensure a more unified and balanced approach to help you meet your goals.
Here at Golf Pulp, we’ve recently shifted our strategies to include a more omnichannel approach with Marketing Caddy, a turnkey solution for:
Lead Generation: Your Custom Lead Generation System is powered by the industry’s most effective, dedicated email marketing promotion platform. We custom build audience segments from our responsive database of over 1.4 million golfers to drive the right golfer to your online store or opt-in page.
Email: We deliver weekly emails to keep golfers engaged with your brand and manage promotions through a network of golf websites and social platforms to grow your leads and sales.
Landing Page optimization: We revive stale, sluggish web pages with a customized and conversion focused marketing system that entices golfers to move quickly through a strategic sales path.