Defining Omnichannel Marketing in SAP Emarsys

Omnichannel marketing is a comprehensive approach that synchronizes various channels, including online and offline methods such as social media and physical stores, to provide customers with a consistent and tailored experience. This engages customers in personalized communications across all channels, enhancing customer interaction, boosting satisfaction and loyalty, and leading to higher sales conversions.

Multichannel and omnichannel marketing have several key differences. These depend on how each approach handles and integrates customer interactions across various channels.

• Multichannel marketing involves using multiple independent channels to reach and interact with customers.​
• Channels operate in silos, with little to no interaction between them. Each channel (for example, email, social media, physical store) functions independently and may have its own strategies and metrics.​
• Each channel can offer a different experience, potentially causing the customer to feel disconnected. When customers switch channels, they may be required to start over or provide the same information multiple times.​
• The primary focus is on the channels themselves and maximizing their effectiveness.

• Omnichannel marketing prioritizes the overall customer journey, ensuring a smooth, continuous experience across all channels. Customers can switch between channels without losing context or repeating actions.​
• It integrates product, sales, and customer data across digital and physical channels to provide a seamless experience regardless of where customers interact with the brand.
• All channels are interconnected, sharing data and interactions to offer a unified customer experience.​
• This approach allows marketers to deliver highly personalized cross-channel engagements, ensuring the right message reaches the right customer at the right time. It focuses on consistency and personalization across all touchpoints.​

In summary, while multichannel marketing focuses on using multiple channels independently, omnichannel marketing integrates all channels to provide a cohesive and consistent customer experience.

Here are the SAP Emarsys channels and their key highlights:​

Email: Offers personalized communication and advanced features to make content relevant and engaging. It is a cost-effective and widely accessible channel. ​

SMS: Provides quick and direct customer communication, ideal for time-sensitive updates and exclusive promotions. ​

Mobile Engage: Allows businesses to send personalized messages directly to customers' mobile devices via their own application.

• Push: Delivers concise, targeted messages directly to the lock screen or notification center for immediate visibility.​
• In-App: Enhances user engagement within the app. Suitable for recommendations or rewarding loyal application users.​
• Inbox: Sends direct messages within the app's inbox. Practical for sending condition and term updates.

Mobile Wallet: Delivers mobile pass campaigns that can be used in email or web campaigns. These campaigns send digital vouchers and coupons directly to Apple or Google Wallet for easy in-store redemption.​

​Web Channel: Showcases personalized content or messages on your website. Drive conversions by using it at the right time, for example, when a website visitor is about to leave. ​

​Web Push: Sends notifications to engage customers who have opted in. It is designed to share updated information and promotions while browsing online.​

​Digital Ads: Connects with social media platforms for targeted advertising to expand customer reach and optimize ad spend. It is capable of targeting look-alike audiences and integrating lead ad forms to broaden your customer base.​

​Direct Mail: Adds a personal touch to your marketing strategy by sending physical promotional materials directly to customers' mailboxes.

SAP Emarsys provides a collection of features designed to strengthen omnichannel marketing. These include:​

• Automation: This feature streamlines and interconnects marketing workflows and campaigns across multiple channels for greater efficiency.​
• Segmentation: This allows building audience segments utilizing data from various sources, such as email, web, and SMS behavior data.​
• Personalization: Enables customizing messages and content to be aligned with individual customer preferences and interactions, maintaining consistency across all channels.​
• Omnichannel Voucher Management: Facilitates sending unique codes to contacts across multiple channels.​
• Emarsys Loyalty: This tool helps create personalized loyalty experiences, enables tracking of customer behavior, and offers exclusive rewards to forge deeper connections.
• A/B Testing: This feature fosters experimentation with differing messaging and content variants to augment campaign performance.​
• Individual Channel Dashboards and Reporting: Allows monitoring of campaign performance metrics and provides the capability of analyzing results per channel.​
• Campaign Analytics: This ensures the coordination and synchronization of marketing activities across various channels.​
• Audience Reporting: This tool helps users better understand target audiences by offering comparative metrics on custom groups of contacts across multiple channels.

These features jointly empower marketers to create a seamless and personalized customer journey across all touchpoints, enhancing engagement, loyalty, and conversions.