Connecting the dots — the power of omnichannel digital marketing

The digital landscape is fuelled by disruptors, and no one is changing the tech world quicker than Elon Musk. The world’s richest man hasn’t been off the Twitter timeline since buying the social media platform in 2022. He’s now caused the biggest disruption yet — rebranding and changing its name to X, promising it’ll be a new “app for everything”, like China’s WeChat.

While you may not own a multibillion company aiming to change the world, you can still apply some of Elon’s centralised approach through innovative omnichannel marketing strategies, to connect with your audience across various platforms.

Musk is dividing commentators with his erratic decisions, but a cohesive and consistent omnichannel strategy can yield remarkable results — driving growth and engaging customers.

“Having a cohesive marketing strategy across diverse platforms is essential to maintain a consistent brand identity, reach a broader audience, and effectively engage customers at various touchpoints, leading to stronger brand recognition and loyalty,” says Matrix Internet’s Digital Marketing Co-Manager Aoife O’Driscoll.

Here we highlight six reasons to embrace omnichannel marketing, with industry tips and examples from Aoife on specific strategies for lasting success.

1. Seamless customer experience

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Omnichannel marketing creates a consistent customer experience across multiple touchpoints. By integrating social media, email, website, mobile apps, and more, brands can build trust and boost brand identity. This seamless experience gives customers a reliable experience with a unified message, which improves customer satisfaction and retention rates.

Aoife says Apple is the world leader in offering a seamless experience to customers.
“Whether customers interact with their products through physical retail stores, online shopping, customer support, or various Apple devices, the user experience remains consistent, intuitive and seamless,” she says.

“This reinforces their brand reputation and customer loyalty.”

2. Expand reach and boost engagement

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An omnichannel approach diversifies marketing efforts across multiple platforms, so customers can interact with the brand on their favourite channels. An omnichannel strategy creates multiple touchpoints, from social media interactions to personalised emails and in-app notifications. You can reach and engage with customers whatever platform they’re on.

Aoife says the discovery phase of a project is crucial to identifying the right customers, adding: “When we start working with new clients, we like to spend time in workshops focusing on the RACE model, a methodology aimed at developing a strategic action plan structured in four phases (Reach, Act, Convert and Engagement).

“By completing this exercise for each persona we are considering, we can identify which channels we need to focus on for our target audience.”

3. Data-driven insights

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With an omnichannel strategy in place, businesses can collect valuable customer data from multiple channels. This summary of customer behaviour, interactions and preferences can help businesses optimise campaigns, refine targeting and personalise messaging — boosting marketing efficiency.

Matrix Internet’s Aoife adds: “Data is the new currency of the digital age, driving insights, innovation, and informed decision-making across industries. Depending on the industry we may use GA4, Google Looker studio reports, or often Matomo if there are data privacy concerns, to help our clients make informed decisions.”

4. Boost brand visibility

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An omnichannel strategy ensures your brand is seen consistently across multiple platforms, establishing a strong brand presence by reinforcing brand recall.
This increased brand visibility improves credibility and authority, with a better chance of achieving conversion, sales and brand loyalty.

Aoife says that even in the ever-evolving world of modern digital marketing, repetition is still a powerful tool, saying: “The Marketing Rule of 7 is a maxim developed in the 1930s. Basically it says that a prospect needs to ‘hear’ the advertiser’s message at least seven times before they’ll take action to buy that product or service.

“But that was in a time before we were bombarded with hundreds of ads each day… we need to ensure the public gets to see our clients’ messages amid all the online noise.

“But how you reach that number of interactions matters — you need to reach the right market over the right duration of time to ensure each exposure is high-quality and engaging. Our PPC and paid search specialists pay special attention to both reach and frequency, so campaigns perform at an optimal level.”

5. Adapt to customer preferences:

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Consumer behaviour keeps changing, and an omnichannel approach gives businesses a chance to adapt to these changes, especially preferences for communication channels.

If brands stay relevant and visible on multiple channels, they’ll stay relevant to different target user types, and build on this visibility through tailored content and promotions.
Aoife says: “Don’t assume your target audience will stay on one platform based solely on their age profile — look for niche communities on all channels. A great example of this is BookTok which has quickly become one of the leading book recommendation platforms in the world.

“Likewise, Pinterest is a great platform for fashionistas across all demographics and an excellent platform for clothing and homeware brands to build up their profiles.”

6. Improve return on investment

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All of the above factors such as seamless customer experience, brand visibility and data-driven insights increase return on investment (ROI) and conversion rates.
As marketers understand customer preferences and behaviours, they’ll allocate resources more effectively, to channels with the best results.

Aoife says: “Don’t be afraid to try new platforms and new approaches on all channels, but make sure you are continuously assessing the effectiveness of your campaigns. Monitor the time you spend on campaigns in addition to ad spend. Keeping on top of multiple channels can be a stretch, so outsource when you need to. Good campaigns should be self-financing, so in-house resources can be reallocated.”

Next steps

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To succeed in business you don’t need to change the world or create an “app for everything” — just do everything you can to tell the world about your company.
An omnichannel strategy is the first step to next level marketing, offering seamless customer experiences, expanding reach, leveraging data-driven insights, boosting brand visibility and improving ROI and conversion rates.

Aoife and the rest of the Matrix Digital Marketing team have embraced the power of omnichannel marketing — let us know your goals and we’ll craft a custom strategy for growth and lasting success.

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