Omnichannel Marketing and Customer Experience
In marketing, omnichannel means we seek to unify the customer experience across multiple marketing channels. Direct Mail, Email, Social Media, and SEM should have consistent and clear messaging driving home the main points related to service.
What it Looks Like in Practice
The Service Customer
Let’s imagine you are a customer and you know it’s time to service your vehicle. You decide to check and see if any service deals are running; discount oil change, new brake pads, 20% off labor. Our data algorithms know your vehicle is going to need service soon. We preemptively send you an email with a service offer. You like the offer in the email, but you are jaded by past experiences. Last year, you had to go out of town, so you went to the aftermarket; the experience wasn’t the best, but it got the job done. Remembering that, you decide to hit up a search engine and see if there’s a better offer somewhere.
Capturing Attention
This is the crucial point in the sales/service funnel where we need to capture your attention. After typing in your search results you see a google ad that reinforces the messaging in the email template.
This time you click the ad.
A Unified Experience
It takes you to a landing page where you see the same service offer as before and also has a fast schedule service option. This is the omnichannel in a nutshell. If you want to prevent automotive service customers from defecting to the aftermarket and omnichannel marketing strategy is key. Customers need to see the same messaging several times before mentally completing the purchase decision. Making certain your dealership is front and center in advertising provides your customer with a better alternative when they begin “hunting for deals” in the aftermarket. Omnichannel marketing means keeping your advertising flowing in the channels customers engage with frequently. The messing is consistent, further reinforcing the decision making process. Instead of looking for alternative options, customers look towards the dealer they remember.
Omnichannel marketing means keeping your advertising flowing in the channels customers engage with frequently. The messing is consistent, further reinforcing the decision making process. Instead of looking for alternative options, customers look towards the dealer they remember.
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