Introduction
The customer journey has evolved: it's no longer linear and spans multiple channels. An omnichannel strategy optimizes each touchpoint to maximize return on investment (ROI). Discover how to structure your marketing to improve your performance.
Define your objectives for an effective strategy
Any marketing campaign must be aligned with specific objectives:
Increase sales → Focus on retargeting, Google Ads and Meta Ads campaigns.
Build awareness → Use social media and organic content.
Build customer loyalty → Focus on emailing, loyalty programs and personalization.
The omnichannel customer journey: a conversion lever
Consumers navigate between multiple channels before purchasing: social networks, Google search, email, physical stores, etc.
Accurate tracking of interactions helps optimize each step and attribute conversions to the right channels.
Aligning marketing channels with your objectives
Each channel plays a key role:
SEO and Google Ads : Acquisition of qualified traffic.
Social Ads (Facebook, Instagram, LinkedIn, TikTok) : Engagement and awareness.
Email marketing & CRM : Loyalty and retention.
User Experience (UX) & CRO : Optimized conversion.
The essential KPIs for monitoring your performance
Depending on your sector, certain indicators are key:
Services : Cost per lead (CPL), conversion rate, customer lifetime value (CLV).
Retail : Store/online conversion rate, average basket, repeat purchase.
eCommerce : Shopping cart abandonment rate, ROAS, cost per acquisition (CPA).
Monitoring these KPIs allows you to optimize your investments and improve your performance.
Essential tools for a successful omnichannel strategy
Google Analytics 4 (GA4) : Customer journey analysis.
Google Search Console : SEO performance tracking.
Pixels from all advertising platforms (Google Ads, Meta, LinkedIn, TikTok, etc.) : Advertising optimization.
CRM (HubSpot, Salesforce) : Customer relationship management.
Google Looker Studio : Reporting and data visualization.
Microsoft Clarity: Heatmaps, UX, and Data Visualization
Anticipating the future of omnichannel marketing
With the end of third-party cookies, first-party data becomes essential. Focusing on personalization, UX optimization, and automation will help maintain high performance.
Conclusion
Omnichannel is an essential lever for effective marketing. By aligning strategy, channels, and technologies, you optimize your ROI while improving the customer experience. Need help structuring your approach? Contact our experts now. 🚀
