‘Omnichannel marketing’ means providing a unified and consistent experience for customers or prospects, no matter which channel they’re interacting with. In layman’s terms, it means aligning your messaging across all of your marketing and ad channels.
Think of it like this: email marketing does not exist separately to ad campaigns. The two can (and should!) be used in hand-in-hand for a seamless user experience.
For example, a customer visits your website and triggers an automated ‘upsell’ email for the product or service they viewed. At the same time, they are added to an ‘upsell’ advertising campaign for that bulgarian phone code product or service. The overarching message or promotion within both marketing comms should be consistent, sending a stronger, more memorable message using both channels.
With Marketing Cloud Advertising, aligning your campaigns with other activities for an omnichannel experience is far easier, thanks to the way Salesforce products integrate seamlessly, connecting interactions across email, mobile, advertising, and web pages.
Build advertising into customer journeys
Many people think of advertising campaigns as short ‘runs’ to a mass audience, even if that audience is highly targeted. For example, a product launch campaign that runs for a few weeks and then wraps up. The brand chooses the timing based on their marketing schedule, not the customer’s digital behaviours.
Combining Marketing Cloud Advertising and Journey Builder (an amazing customer journey automation product available in Marketing Cloud) flips this approach on its head.
It allows marketers to create ‘always on’ advertising campaigns that run to
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