Stretching Boundaries Episode 6: Flipping the Channel on How Omnichannel Marketing

You’ve heard that old marketing chestnut about needing to see an ad seven times before it finally sticks in your brain and gets you ready to make a purchasing decision? While the statistic itself is mostly fluff, the overall message it conveys is the real takeaway – you gotta get your message out there, as often and in as many places as possible. In another lifetime, that would’ve amounted to buying up more and more commercial airtime. But in today’s more fractured marketing world, it means going omnichannel with your strategic approach.Omnichannel marketing is a coordinated and seamless integration of both branding and messaging touchpoints for your customer, both online and off. It’s meeting your customers where they’re at taken to its logical conclusion, allowing them to interact and engage with your brand no matter where they are in the sales funnel.Sometimes, it’s just a simple numbers game. “The more platforms that you use, the higher your ROI (return on investment) actually is,” says Samir ElKamouny, Founder and CEO of Fetch & Funnel, on the latest episode of Elasticity’s Stretching Boundaries podcast.Why aren’t Google ads and an Instagram account enough? Because in a traditional multichannel approach, you’re siloed. “You’re thinking of every channel as a separate channel. ‘I’m running some stuff over here on Instagram, running some stuff over here on TikTok.’ But it’s really important to be thinking about it in a way where you are getting your message in front of the right person at the right time,” implores ElKamouny.More channels means more flexibility, especially when customers utilize different channels for different needs. Being everywhere means being able to handle anything. “Where I am in your funnel is so important to understand,” says ElKamouny. Whether that’s a customer bringing up a dispute, leaving a review or looking for more information to help them make a final decision, having a channel ready to further that conversation can make all the difference.“That’s always what we’re trying to do – get someone across the finish line.”Learn more about omnichannel marketing and how both Fetch & Funnel and Elasticity can help you succeed with it by listening to the full episode of the new Stretching Boundaries podcast.