As you advance in Digital Marketing you will find that its practice is not just “posting on social networks”.
After designing your marketing plan, assigning a budget, defining distribution channels, and starting to implement strategies, you will identify that there are processes where the user is the one who takes the helm 
.
So today we're going to talk about the omnichannel process. A method of addressing, handling, and administration of audiences, which with certain channels has become too relevant.
In this opportunity you will learn:
- What is omnichannel?
- What is Omnichannel Marketing and what strategies exist?
- Advantages of Omnichannel
- Differences between Omnichannel and Multichannel Marketing
- Examples of exceptional omnichannel strategy in SMEs
- How to guarantee an omnichannel strategy?
And it is precise that I was telling you that we will talk because I considered it essential to give voice to an expert in the field and bring you the interview that we built together.
So after scheduling a calendar, recording via meet, and ordering the answers, here is the interview with Samuel Urquijo, CEO, and Founder of Key.
Key is a company dedicated to omnichannel marketing that helps you bring the chats of all your digital channels, with detailed information segmented by interests, in one place.
Recently RD Station Marketing and Key integrated their technology to take marketing automation and omnichannel marketing to the level that it is: analytical and intelligent predictable growth.
Then. Come on
Let's go to the talk!
What is omnichannel?
1. Samuel, thank you for this space that we will have for conversation, I want us to start by illustrating to our readers what is omnichannel? What is Omnichannel Marketing for you?
- Samuel Urquijo: “Well, look, omnichannel is basically an intelligent presence. It's how we managed to have the ability to articulate all channels.
It is about not limiting a user to having a single communication channel with a brand but enabling all possible means to have memorable experiences.
If we take it to a particular case. If I were a customer, I would like to be able to speak to the brand freely through any channel (Whatsapp, Facebook, Instagram, a website, a text message, through a call).
And regardless of the channel that I choose or that is available to me, I would like the brand to recognize me, articulate my information and not limit me.
Of course, on the brand side, this presence also seeks conversion.”
What is omnichannel distribution?
2. Taking advantage of this first point, in which you mention different channels, let's talk about distribution. Let's develop this concept, what does omnichannel distribution consist of?
- Samuel Urquijo: “When we talk about omnichannel distribution, a challenge arises.
And it is that generally when we have several communication channels enabled to guarantee a homogeneous experience, it happens that our greatest amount of traffic (depending on the type of business), goes for one or the other.
The approach will be more by WhatsApp or by Instagram and Facebook or by calls or by text messages, depending on.
So, the distribution will of course depend on the way the company does marketing or how the users arrive.
What omnichannel allows is that distribution does not matter as the primary axis.
For you, as a company, the important thing will be to centralize everyone in one, articulating all the information and you can attend to everything in the same proportion with the same quality.”
You may be interested in reading: What is a Customer Journey Map for? 
- Practical Guide
What Omnichannel Marketing strategies exist?
3. Good. Now that we're talking about what, let's move on to how.
I could talk about omnichannel marketing strategies when, for example, I capture information for sales.
When I have a lead capture to start a marketing process and take them to the sale.
Or I can talk about omnichannel marketing strategies when I have a customer service process regardless of the communication channels.
But. What other strategies do you think can be done? Exist? Or are these 2 the only ones?
- Samuel Urquijo: “They are not the only ones. We have several.
One way is the one you mention in marketing, which is generally given to apply inbound marketing. The omnichannel strategy supports the user's journey at different stages and the user knows the value proposition of the brand.
But another way may be to have a proactive omnichannel strategy for audience segments that are recurring in the purchase of X service or product. Month after month you can generate that automated contact to remind them to stay there.
Likewise, your omnichannel strategy rests on so much valuable information that it can be converted into the insights you need to create a specific campaign for a detailed audience with a characteristic message.”
5 Advantages and 1 Disadvantage of Omnichannel
4. And, starting from the idea that we already have an omnichannel process, what advantages or disadvantages can we find?
- Samuel Urquijo: “I would not speak of disadvantages but of challenges. Because the benefits are endless.
We already see in the Latin American culture that, when we talk about omnichannel, customers want to have very personalized and close sales. And that's the first advantage.
Omnichannel allows you:
- Do that hyper-personalization or chat first.
- Increase conversion, closeness, and repurchase.
- That customers feel your closest brand.
- And it shows your income and perception of the brand.
Now, what is the main challenge? Deliver personalized attention, yes, but that is scalable over time.
The challenge is to find the automation mechanism that provides naturalness in the process, but that, in turn, helps reduce costs for a profitable development”
Differences between Omnichannel and Multichannel Marketing
5. Very well Samuel, we are reaching the end of this talk and I consider that at this point it is necessary to differentiate concepts so as not to get confused.
From your expertise, could you please tell us about multichannel marketing, and how it differs from omnichannel marketing?
- Samuel Urquijo: “Yes. Multichannel is when you use different channels to interact with the user. For example, a campaign on Facebook, a post on Instagram, a mass message on WhatsApp, or a call at a Call-Center.
These can be digital or physical, not strictly digital.
On the contrary, when we talk about omnichannel, we talk about the ability to articulate these and more channels for a unique customer experience.”
6 examples of an exceptional omnichannel strategy in SMEs
6. Perfect. Now let's talk about success stories and, let's take them as examples to know this process in practice. What companies are making an exceptional omnichannel strategy?
- Samuel Urquijo: “Of course. We have a variety of cases, including us, Key, to improve an experience and scale it thanks to artificial intelligence.
In the case, for example, of electronic commerce, we have clients with the typical e-commerce process where the cart abandonment pattern is common. Your audience does not complete the purchase process because they have doubts and seek advice but cannot find it.
Thanks to our vision of omnichannel with artificial intelligence, conversions in this process went from 4 or 5 percent to 25 or 30 percent.
Since we integrate the frequent answers that users want to hear and need to be automated.
Now, as a user of an effective omnichannel strategy, we can include the following:
1. Diesel Colombia
2. Super dry
3. Mercedes Benz
4. Chevrolet
5. Sixflags Mexico
6. Gorigogo
In the end, what happens with them is that when you communicate, you feel their closeness and it causes you to buy more. This means that not only is its growth significant, but the level of satisfaction is higher than 90%.”
How to guarantee an omnichannel experience?
7. We have reached the end of this conversation and I would like you to give us infallible recommendations to guarantee a positive omnichannel experience. What are your final tips?
- Samuel Urquijo: "In my opinion, the factors to always consider in a strategy are:
Take emotions into account. Before making an approach, keep in mind what their last experience was, and what feelings it involved.
Remember that it is one person speaking to another and that brands also manage a sense of closeness.
Be immediate. Respond in the shortest possible time. Remember that digital channels were born with this feature: talking late is not an option.
Be close to the data. It uses the information collected and centralized in the omnichannel process to use it as context to provide positive, assertive, and commercial context moments.”
Closing message!
Thank you for reaching the end of the conversation with Samuel. To close this space for learning and reflection, I want us to stay with the last thing mentioned by our guest:
“The world is dealing with new relationship dynamics and we must adapt to these dynamics and know that the most important thing now is: generating memorable moments with empathy.
Technology is here to help us with it. Successes!”
What to expect to start?
Go from theory to practice, and use our E-book to learn everything you need to know about automation in the relationship with your audience and scale results.
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