Omnichannel Marketing: The Game-Changer for Retailers in the Digital Age

Online retail surged during the pandemic, increasing consumer reliance on eCommerce. To stay competitive, retailers are employing multiple digital marketing tactics while others are struggling to keep up with a rapidly expanding virtual marketplace. Derek Chew, CEO of Fullmoon Digital, encourages businesses to try new digital marketing methods, offering a grounded and practical approach to omnichannel marketing.

The pandemic-driven retail resurgence has amplified the role of digital marketing. As a result, retailers must employ diverse digital marketing strategies to maintain visibility and keep pace with increasing competition in the online retail space. Omnichannel marketing tactics result in better conversion rates, more income, and business growth.(1) Derek Chew, CEO of Fullmoon Digital, urges retailers to explore multiple digital marketing channels, noting that in addition to creating several touchpoints, they provide more opportunities to interact directly with consumers.

“Success in digital marketing is not a one-time achievement; it’s an ongoing and evolving strategy”

Chew explains, “The number of ways consumers engage with the internet is expanding, opening up more digital marketing avenues for retailers. Merchants who take advantage of a wider range of digital marketing approaches improve the consumer shopping experience, differentiate themselves from the competition, and open up valuable communication lines for consumer feedback and education.”

The first and foremost objective in any digital marketing playbook is to build brand awareness. A 2022 consumer survey revealed that 46% of shoppers in the U.S. would pay more for a product they already know and trust.(2) Brand familiarity builds an emotional connection that facilitates future sales success.(3)

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Driving traffic, acquiring leads, and converting customers is the fundamental mission of digital marketing. There are plenty of ways to drive traffic, such as SEO optimization, influencer marketing, social media, display ads, and paid search listings. However, the best approach depends on each company’s budget, target customers, and unique business goals. Focusing solely on driving leads falls short of the potential of omnichannel, multiple-touchpoint internet interactions that build brand recognition, customer loyalty, and set a company apart from its competition.

Omnichannel marketing is distinct from multichannel marketing. While multichannel marketing delivers a similar message across several channels, omnichannel marketing uses each channel differently. It provides a layered experience with different perspectives, information, and offerings depending on where the customer chooses to engage.(4)

Chew elaborates, “Online shopping has evolved into a nonlinear activity that involves multiple devices and content formats. Omnichannel marketing allows the consumer to define their own shopping experience by navigating through available content in a way that is most natural to them.”

At the same time, not many brands can expect to be everywhere simultaneously. With the rapid expansion of advertising platforms and the accelerated development of AI, augmented reality, personalization tools, interactive marketing, and short-form video content on multiple platforms,(5) brands are under pressure to carefully define and understand their relevance in the marketplace. Digital marketing success relies on selecting those channels, platforms, and strategies that deliver the best value to the target audience.

Striking the right digital marketing balance requires systematic testing, trying new things, and consistent effort. This is one way in which Fullmoon Digital distinguishes itself. As a client-focused digital marketing agency, Fullmoon’s team tailors solutions to each client, carefully tracking results and adapting as needed.

“Success in digital marketing is not a one-time achievement; it’s an ongoing and evolving strategy,” Chew affirms. “Delivering remarkable and consistent outcomes requires continuous market monitoring and a readiness to pivot when necessary. That’s why we put such a strong emphasis on communication and collaboration with our clients. Working as a team, we can deliver measurable results.”

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