Use Localization to Create the Perfect Omnichannel Marketing Strategy

Loyal Guru presents some compelling statistics about the efficacy of an omnichannel marketing campaign:

1. Customers shop on many different channels with several different devices, so retailers who don’t meet customers on these channels lose between 10%-30% of sales
2. Using more than 3 channels bumps up the order rate by 494%
3. Consumers that shop both online and offline have a 30% higher lifetime value
4. Mobile sales are predicted to be 10.4% of all retail transactions by 2025
5. an omnichannel experience that incorporates SMS is 429% more likely to convert
6. An omnichannel campaign with push notifications have a 614% higher order rate
7. The average eCommerce conversion rate is approximately 3%, but livestream shopping experiences boost conversion rate up to 30%
8. 42% of retailers spend around 50% of their marketing budget on omnichannel marketing
9. 51% of shoppers buy items on their mobile devices while they’re inside a store – yet 47% of customers are more likely to purchase online if they’re allowed to return the item in-store
   1. In fact, 80% of customers who return products in a store spend their refund in the store
10. Companies that employ omnichannel customer engagement and customer service have a 23x higher satisfaction rate

So, what exactly is omnichannel marketing, and how can it help Amazon sellers expand their businesses globally, especially when brick-and-mortar stores are often a last option?

American business consulting firm Frost & Sullivan defines omnichannel marketing as a “seamless and effortless, high-quality customer experience that occurs within and between contact channels.” In other words, omnichannel marketing means providing customers with a seamless experience across every channel and touchpoint. That means customers receive a consistent and unified message, regardless of the channel they employ to interact with a brand. When you create an omnichannel marketing approach across all platforms, you incorporate the same brand message across your websites, eCommerce, social media, email, mobile app, and physical stores – wherever in the world you may be.

This practice develops a level of complexity when dealing with different cultures. You’ll be forced to navigate different cultures, languages, data privacy regulations, and even taboos – which is why localization is absolutely crucial when you implement an omnichannel digital marketing strategy.

In this week’s blog, we go deep into omnichannel marketing. What are the benefits and the pitfalls? How to use omnichannel marketing? Where can localization help? What are the tools you can use to track metrics?

Just remember – an effective omnichannel marketing strategy can bridge the gap between your brand and your customer, no matter where in the world they may be, and foster recall and conversions. Let’s dive in!

Understanding Omnichannel Marketing

You’ve heard omnichannel vs. multichannel marketing before – let’s go deep into what this actually means and how it can help you.

Omnichannel and Multichannel Marketing

What’s the difference between multichannel vs omnichannel marketing? The two disciplines are definitely interrelated, which can make it confusing.

Aspect	Multichannel Marketing	Omnichannel Marketing
Definition	Using multiple channels to reach and engage customers.	Integrating all channels to provide a seamless and unified customer experience.
Focus	Channel-centric: maximizing reach across channels.	Customer-centric: creating a consistent and personalized experience.
Channel Management	Channels operate independently.	Channels are integrated and work together.
Customer Experience	Can be fragmented and inconsistent across channels.	Seamless and consistent across all touchpoints.
Strategy	Emphasizes reach and presence on multiple channels.	Emphasizes quality, personalization, and integration.
Data Integration	Limited data sharing between channels.	Comprehensive data sharing for a holistic customer view.
Personalization	Limited personalization; often generic messaging.	High level of personalization based on customer data.
Consistency	Messaging and experience can vary by channel.	Unified messaging and experience across all channels.
Examples	– Sending emails with links to website product pages.	– A customer receives an SMS about a sale while shopping in-store.
	– Running targeted ads on social media.	– Retargeting ads for abandoned cart products on multiple devices.
	– Distributing physical mail coupons for in-store visits.	– Receiving a cart abandonment email after browsing online.
Proactivity	Reactive, manual interactions.	Proactive, data-driven, and automated interactions.
Effort	Requires effort to manage separate campaigns across channels.	Aims for an effortless experience through seamless integration.
Technology	May use different platforms with limited integration.	Uses integrated platforms for a unified experience.
Goal	Increase presence across multiple channels.	Enhance customer engagement and loyalty by providing a unified experience.
Flexibility	Less adaptable to individual customer preferences.	Highly adaptable to customer behavior and preferences.
Challenges	Siloed data and fragmented experiences.	Requires advanced technology and data integration.

Multichannel marketing approaches tend to be inconsistent. They dilute the brand messaging. Experiences can vary significantly from one channel to another. Omnichannel marketing meanwhile is a lot more consistent and cohesive. Data is shared across all channels, providing a holistic view of the customer. Essentially, omnichannel marketing channels are integrated, providing a unified view of the customer and ensuring seamless transitions between channels.

Here are some multichannel and omnichannel marketing examples to further elucidate the differences:

Scenario	Multichannel	Omnichannel
Marketing Campaign	Sending promotional emails with links to the website.	Sending an email, followed by an SMS reminder, and a push notification when the customer is near a store.
Customer Journey	Running social media ads to drive traffic to a physical store.	Browsing online, receiving personalized recommendations via email, and having a synchronized in-store experience.
Customer Support	Separate interactions via phone, email, and chat without integration.	Unified support where agents have access to the entire interaction history across all channels.
Shopping Experience	Using email and social media independently to drive sales.	Browsing online, getting in-store notifications, and having purchase history updated across platforms.

How and Why an Amazon Seller Should Use Omnichannel Marketing

Omnichannel marketing is essential for Amazon sellers expanding globally. A successful omnichannel marketing strategy integrates various marketing channels to create a seamless customer experience, enhancing brand visibility and customer satisfaction. Here’s how Amazon sellers can leverage omnichannel marketing and why it’s crucial for their global expansion.

Why Use Omnichannel Marketing for Global Selling?

1. Enhanced Customer Experience:
   • Seamless Omnichannel Experience: By providing a consistent shopping experience across all channels (website, mobile app, social media, physical stores), customers can engage with the brand effortlessly, leading to higher satisfaction and loyalty.
   • Personalization: Data from multiple touchpoints allows sellers to tailor experiences to individual customer preferences, increasing the likelihood of repeat purchases.
2. Increased Brand Visibility:
   • Cross-Channel Promotion: Utilizing various channels like social media, email, and physical stores amplifies brand presence, making it easier to reach potential customers in different regions.
   • Consistent Messaging: Ensures that the brand message is uniform across all platforms, helping build a strong, recognizable brand identity globally.
3. Higher Conversion Rates:
   • Targeted Campaigns: Leveraging customer data to run personalized marketing campaigns across multiple channels can significantly boost conversion rates.
   • Reduced Abandonment: Retargeting customers who abandon carts via email, SMS, or social media reminders can recover potential lost sales.
4. Better Customer Retention:
   • Loyalty Programs: Implementing cross-channel loyalty programs encourages repeat business.
   • Consistent Support: Providing uniform customer service across all channels helps resolve issues quickly, fostering trust and retention.

How to Implement Omnichannel Marketing for Global Selling on Amazon

1. Unified Customer Profiles:
   • Collect data from all touchpoints (Amazon, website, social media, in-store) to create a comprehensive customer profile.
   • Use CRM tools to manage and analyze this data, ensuring personalized marketing efforts.
2. Consistent Brand Messaging:
   • Develop a global brand guide to maintain consistent messaging, visuals, and tone across all channels.
   • Localize content to resonate with different markets while maintaining brand integrity.
3. Integrated Marketing Channels:
   • Website & Mobile App: Ensure your website and app are optimized for various devices and languages. Provide a seamless shopping experience with features like personalized recommendations and easy checkout.
   • Email Marketing: Send personalized emails based on customer behavior and preferences. Include localized offers and relevant product recommendations.
   • Social Media: Use social media platforms popular in each target market. Engage with customers through tailored content, ads, and direct communication.
   • Physical Stores: If applicable, integrate physical store promotions with online campaigns. Allow customers to pick up online orders in-store or return items purchased online at physical locations.
   • Amazon Storefront: Optimize your Amazon listings with localized keywords, descriptions, and high-quality images. Use Amazon’s advertising tools to reach a wider audience.
4. Omnichannel Customer Support:
   • Provide consistent customer service across all channels (email, phone, social media, chat). Ensure customer queries are handled uniformly, regardless of the platform. (PS – did you know that YLT Translations can help localize your chatbot for round-the-clock customer support?)
   • Use customer feedback from all channels to improve products and services.
5. Localized Marketing Strategies:
   • Adapt your marketing campaigns to suit the cultural and linguistic preferences of each target market.
     • Read more about Cultural Sensitivity in e-Commerce
   • Collaborate with local influencers and brands to enhance credibility and reach in new markets.
     • Read more about Influencer Marketing Strategies for Global Success
6. Cross-Channel Promotions and Loyalty Programs:
   • Offer promotions that are accessible across all channels. For instance, a discount code received via email should be usable on the website, app, and in-store.
   • Implement a loyalty program that rewards customers for purchases made through any channel, encouraging repeat business.

The Benefits of an Omnichannel Marketing Strategy for Amazon Sellers

So, now you know how omnichannel would work for an Amazon store. You’ve probably already deduced the benefits of a successful omnichannel strategy, but here they are again for good measure:

• Enhanced Customer Engagement:
  • An omnichannel customer experience provides a seamless experience across multiple channels, significantly improving customer engagement and loyalty. Customers interact with your brand consistently whether they’re browsing your website, shopping on Amazon, engaging on social media, or otherwise. That cultivates a deeper connection with your brand. The continuity fosters trust and encourages repeat business, since customers appreciate the convenience and personalized experience that omnichannel marketing offers. The result is higher customer retention rates and increased lifetime value.
• Increased Sales and Revenue:
  • Omnichannel marketing helps boost conversion rates and increase your average order value. That’s because an omnichannel marketing strategy creates more targeted and effective campaigns. Those consistent messages and promotions across all platforms ensure that customers are continuously engaged, leading to more frequent purchases and larger order sizes.
• Improved Brand Consistency:
  • A unified brand message across all customer touchpoints is crucial for building a strong, recognizable brand. So, whether a customer is interacting with your Amazon store, social media profiles, website, or even a physical store, customers experience a unified tone, visual identity, and messaging. Read: solid brand identity. It’s so much easier for customers to recognize and trust your brand. Since customers know what to expect from you, you enhance the overall customer experience, and foster brand recall and brand trust.
• Broader Market Reach:
  • Expanding globally? You need to create an omnichannel strategy. You’ll be able to penetrate new markets more effectively, and attract diverse customer segments. By utilizing various channels, you’ll reach a wider audience, and be able to tailor your marketing strategies to different regions and demographics. For example, localized marketing efforts on social media and targeted email campaigns can appeal to specific customer groups, while international shipping options and multilingual support can help in reaching global markets. The broader market will drive sales and help you establish a global presence, making it so much easier to expand your customer base and grow your business.

Key Components of an Omnichannel Marketing Strategy

So, what are the key components of the best omnichannel marketing strategies? for Amazon Sellers?

• Customer-Centric Approach:
  • Start with a customer-centric approach. Get to know your customers, and prioritize their journey at every touchpoint. Map out the customer journey, and identify key moments of interaction. Tailor strategies to meet customer needs and preferences. This way, customers receive a consistent and seamless experience, regardless of the channel they use to interact with your brand. You’ll foster loyalty and enhance customer satisfaction across every single channel, and in every region you sell in.
• Integrated Marketing Channels:
  • An effective omnichannel strategy requires the integration of your marketing channels, each of them playing a crucial role in the overall plan. Each channel should work with the others to provide a unified customer experience, reinforcing brand messages and values across all platforms.
    • Your Amazon Storefront serves as your POS of sorts. It’s the bottom of your marketing funnel, and accepts the sale from the customer.
    • Your social media accounts exist to help you engage with customers, build brand awareness, and drive traffic to your Amazon listing.
    • Consider email marketing to nurture leads, promote products, and re-engage customers who have shown interest but haven’t yet completed a purchase.
    • Mobile apps are great for convenient shopping experiences, push notifications for promotions, and easy access to customer support.
    • Brick-and-mortar locations, if you have them, enhance customer trust and provide a holistic shopping experience – just integrate the experience with the online one.
• Data-Driven Decision Making: Collect and analyze data from various channels. This data will give you valuable insight into customer behavior, preferences, and purchasing patterns. That way, your marketing team can develop successful tactics to drive conversions even more, and pivot in areas that require improvement. Data-driven decision-making allows for more targeted and efficient marketing efforts, ensuring resources are allocated efficiently and strategies are continually refined for better results.
• Personalization: Personalized marketing messages are essential for enhancing customer experience and driving engagement. By leveraging data analytics, you can segment your audience based on demographics, behaviors, and preferences. Personalized messages, such as tailored product recommendations, exclusive offers, and relevant content, make customers feel valued and understood. This targeted approach not only increases the likelihood of conversions but also builds stronger relationships with customers, fostering loyalty and encouraging repeat business.

Localization: The Cornerstone of Global Omnichannel Marketing

Now, as you’ve probably deduced by now, the omnichannel approach needs an expert hand at localization. It’s not enough to translate your messages across platforms; you must consider things like cultural relevance, data collection and data privacy regulations across different countries, and any sensitivities that your omnichannel marketing strategy may trigger. Localization can make your omnichannel strategy much more relevant to customers across the globe, and enforce that brand recall that we’re all hungry for.

Localization refers to the process of adapting content, products, and marketing strategies to fit the cultural, linguistic, and contextual nuances of a specific region or market. It’s not just about translating content word-for-word; it encompasses adjustments in imagery, messaging, and even product features to resonate deeply with local audiences. What appeals to a Japanese customer may be totally different from what appeals to an Australian customer. When you’re aiming for global expansion, localization is crucial as it ensures that your offering and messages are relevant and appealing to diverse customer bases, thereby increasing market penetration and customer satisfaction. Since omnichannel marketing focuses on the customer, localizing your content to appeal to their cultural sensitivities is key.

Language Accessibility is crucial. Communicating with customers in their native tongue enhances the customer experience in a huge way. It’s not about taking your content and feeding it into a machine translator; it’s about breaking down barriers to understanding, and fostering a sense of belonging through language, customer service, marketing communications, and product information. Tailor your content to local preferences, and interact with customers in their own voice – you’ll reach a broader audience, improve customer satisfaction, and increase the likelihood of conversions.

Regional Preferences are also important. Your global expansion success depends on understanding and catering to local market preferences and behaviors. Each region has unique tastes, purchasing habits, and consumer behaviors that influence how a brand is perceived. That’s why due diligence is absolutely crucial before expanding to new markets. It’s vital to tailor your offerings to meet the needs and desires of each market. You might modify product features, adjust pricing strategies, or create region-specific marketing campaigns. You’ll boost relevance and appeal, and communicate your commitment to serve your diverse customer base in an effective and empathetic manner.

Explore YLT Translations’ services to see what we can do to guide your omnichannel marketing efforts wherever you may be selling.

Metrics to Measure Success in Omnichannel Marketing

Omnichannel marketing without metrics to measure is like swimming in the ocean without a life vest. Here are some things to watch out for:

Return on Investment (ROI)

Return on Investment (ROI) is a critical metric for evaluating the effectiveness of different marketing channels. ROI measures the profitability of your marketing efforts by comparing the revenue generated to the cost incurred. To calculate ROI, use the following formula:

For each marketing channel, track the expenses associated with campaigns, including advertising costs, content creation, and platform fees. Compare these costs to the revenue directly attributed to these channels. By regularly monitoring ROI, you can identify which channels yield the highest returns and allocate your budget more effectively to maximize profitability.

Conversion Rate

Conversion Rate is a vital metric for understanding how well your marketing efforts are driving desired actions, such as purchases, sign-ups, or downloads. It measures the percentage of users who complete a specific action out of the total number of visitors. The formula for conversion rate is:

Monitoring conversion rates across various touchpoints—such as your Amazon storefront, social media platforms, and email campaigns—helps you pinpoint which areas are performing well and which need improvement. By optimizing elements like landing page design, call-to-action buttons, and user experience, you can increase conversion rates and drive more revenue.

Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) represents the total revenue a business can expect from a single customer over the entire duration of their relationship. To calculate CLV, use the formula:

CLV is significant because it helps you understand the long-term value of your customers. By increasing CLV, you can boost overall profitability without acquiring new customers. Focusing on enhancing customer experiences, providing excellent service, and encouraging repeat purchases can positively impact CLV.

Customer Retention Rate

Customer Retention Rate measures the percentage of customers who continue to do business with you over a specific period. It is a key indicator of the effectiveness of your omnichannel strategy in maintaining customer loyalty. To calculate retention rate, use the following formula:

Tracking retention rates helps you gauge how well you are engaging and satisfying your customers. High retention rates indicate successful strategies in building long-term relationships, while low rates suggest areas for improvement in customer support, product quality, or engagement tactics.

Engagement Metrics

Engagement Metrics provide insights into how your audience interacts with your marketing campaigns. Key engagement metrics include:

• Click-Through Rates (CTR): Measures the percentage of users who click on a link or call-to-action within your content. A higher CTR indicates that your content is compelling and relevant to your audience.
• Open Rates: Tracks the percentage of recipients who open your emails. High open rates suggest effective subject lines and email relevance.
• Social Media Interactions: Includes likes, shares, comments, and other forms of engagement on social media platforms. These interactions reflect how well your content resonates with your audience and encourages them to take action.

By analyzing these engagement metrics, you can assess the performance of your campaigns and make data-driven decisions to optimize content, improve targeting, and enhance overall engagement with your brand.

Common Pitfalls in Omnichannel Marketing and How to Avoid Them

Omni channel marketing isn’t as easy as it sounds. Many marketers and brand managers fall into common pitfalls, which limit the success of your omnichannel marketing strategy. Here are common pitfalls and their solutions:

Common Pitfall	Description	How to Avoid
Lack of Integration	Integrating multiple channels can be complex and challenging, leading to fragmented customer experiences. Different platforms and tools may not communicate effectively, causing gaps in customer interactions and data collection.	Invest in Integrated Platforms: Use comprehensive omnichannel platforms that support seamless integration across various channels. API Integration: Implement API integration to connect disparate systems and facilitate smooth data flow between channels. Unified Customer Profiles: Create unified customer profiles that aggregate data from all channels.
Inconsistent Branding	Inconsistent branding can confuse customers and dilute your brand’s identity. Discrepancies in messaging, visuals, and tone across different channels can undermine trust and loyalty.	Develop Brand Guidelines: Establish comprehensive brand guidelines that outline your brand’s voice, tone, visual elements, and messaging standards. Centralized Content Management: Use a centralized content management system to maintain consistency in your branding efforts. Regular Audits: Conduct regular audits of your marketing materials and communications to ensure consistency.
Data Silos	Data silos occur when customer information is stored in separate, unconnected systems. This fragmentation can lead to incomplete customer insights, inefficiencies, and missed opportunities for personalization.	Implement a CRM System: Use a robust Customer Relationship Management (CRM) system to centralize and manage customer data. Data Integration Tools: Leverage data integration tools that merge information from various sources into a single repository. Regular Data Synchronization: Schedule regular data synchronization processes to update and consolidate information from all channels.
Ignoring Localization	Neglecting localization can result in culturally irrelevant content that fails to resonate with local audiences. This oversight can hinder engagement and alienate potential customers in different markets.	Conduct Market Research: Perform thorough market research to understand local cultures, preferences, and behaviors. Employ Local Experts: Collaborate with local experts or hire localization services (like YLT Translations!) to adapt your content accurately. Localized Content Strategy: Develop a localized content strategy that includes translating and culturally adapting your marketing materials.

Getting Started With An Omnichannel Marketing Strategy

Convinced? Getting started with omnichannel marketing can greatly boost your expansion efforts. Here are easy-to-follow instructions to set you on the path on implementing an omnichannel marketing strategy:

Step 1: Define Your Goals and Objectives

• Identify Objectives: Determine what you aim to achieve with your omnichannel strategy (e.g., increased sales, improved customer retention, enhanced customer experience).
• Set Specific Goals: Establish measurable goals, such as increasing conversion rates by a certain percentage or improving customer satisfaction scores.

Step 2: Understand Your Customer Journey

• Map Customer Touchpoints: Identify all the touchpoints where customers interact with your brand, both online and offline.
• Analyze Behavior: Use analytics tools to understand customer behavior at each touchpoint and identify pain points and opportunities for improvement.

Step 3: Collect and Integrate Customer Data

• Centralize Data: Implement a Customer Relationship Management (CRM) system to centralize and manage customer data from all channels.
• Ensure Data Quality: Regularly clean and update your data to ensure accuracy and reliability.

Step 4: Segment Your Audience

• Create Customer Segments: Segment your audience based on demographics, behavior, purchase history, and preferences.
• Personalize Messaging: Develop personalized messaging and offers for each segment to enhance relevance and engagement.

Step 5: Choose and Integrate Marketing Channels

• Select Channels: Choose the marketing channels that are most relevant to your audience (e.g., social media, email, mobile apps, physical stores).
• Integrate Channels: Ensure seamless integration between channels to provide a cohesive customer experience.

Step 6: Develop a Content Strategy

• Consistent Branding: Ensure that your brand message and visual identity are consistent across all channels.
• Localized Content: Adapt content to local markets and languages to increase relevance and engagement.
• Content Calendar: Create a content calendar to plan and schedule your marketing activities across different channels.

Step 7: Implement Marketing Automation

• Choose Automation Tools: Select marketing automation tools to streamline and enhance your omnichannel efforts.
• Automate Workflows: Set up automated workflows for tasks such as email campaigns, social media posting, and customer segmentation.

Step 8: Monitor and Analyze Performance

• Track Key Metrics: Monitor key performance indicators (KPIs) such as ROI, conversion rates, customer lifetime value (CLV), retention rates, and engagement metrics.
• Use Analytics Tools: Employ analytics tools to gain insights into the performance of your omnichannel strategy and identify areas for improvement.

Step 9: Optimize and Iterate

• Continuous Improvement: Regularly review and optimize your strategy based on performance data and customer feedback.
• Test and Refine: Conduct A/B testing and other experiments to refine your approach and enhance effectiveness.

Step 10: Train and Align Your Team

• Team Training: Ensure that all team members are trained on the omnichannel strategy and tools being used.
• Cross-Department Collaboration: Foster collaboration between departments (e.g., marketing, sales, customer service) to ensure a unified approach.

Conclusion: Get Started with Omnichannel Marketing to Expand Globally with Success

Hopefully with this blog, you’ve come to understand the nuances behind this holistic approach to marketing. Amazon Sellers looking to expand globally can encounter significant benefits; an omnichannel marketing strategy can help you connect with customers all over the globe, and collect the data you need in order to craft a compelling marketing strategy.

Omnichannel marketing efforts provide an increase in customer engagement, sales, and brand consistency – especially when paired with deft localization. Make sure to integrate all channels and prioritize localization in order to build stronger connections with diverse customer segments, and achieve unprecedented growth. Execute a successful omnichannel marketing strategy with your Amazon expansion, and the world quite literally becomes your marketplace!

As a closing thought, here are some recommended tools and platforms to help you succeed with your omnichannel marketing and localization efforts:

• Omnisend for comprehensive email, SMS, and push notification campaigns
• HubSpot CRM for managing customer relationships and integrating marketing efforts
• Buffer to help you grow an audience on social media – organically
• And, of course, YLT Translations for your localization and translation needs!

Now, go forth, Amazon Seller, and conquer your global expansion. It’s time to explore what omnichannel marketing can do to catapult your success on the global marketplace.

Did this blog help you? Let us know if you have a question about global expansion, Amazon selling, or localization; we can most definitely be of assistance!