The modern eCommerce landscape is heavily driven by the infusion of diverse technologies that are geared toward providing personalized experiences to buyers across sales channels and touchpoints. With such a landscape that is so prone to constant change, organizations must adopt an omnichannel marketing approach to ensure they stay relevant and scale effectively.

This blog focuses on the importance of adapting to an omnichannel marketing strategy and how Sitecore’s latest cloud-native CMS, XM Cloud, can help your business implement this strategy and drive meaningful growth.

Why Omnichannel Marketing?

An omnichannel strategy goes beyond the traditional multi-channel approach, wherein it is aimed at providing a single, unified experience across different channels. This is necessary for streamlining and connecting the customer experience across channels. Such a strategy can be useful for the following reasons:

Customer Satisfaction: Such an approach is more likely to result in higher degrees of customer satisfaction as it is based on the idea of seamless delivery of information and experiences to create a consistent and personalized customer experience.

Understanding of the Customer Journey: An omnichannel marketing approach also enables organizations to observe customer behavior at various sales touchpoints and thereby collect data that provides a complete overview of the entire customer journey. This, in turn, can be helpful in not only crafting campaigns that are more suited to personalization and higher returns but also leading to cost-effective marketing efforts that have a better understanding of what is likely to result in meaningful conversions.

How does Sitecore XM Cloud help deliver an Omnichannel strategy?

Now that we have enlightened ourselves about the immense benefits of adopting an omnichannel marketing strategy, the next obvious step is to determine how to implement it. Sitecore’s latest offering, the fully cloud-native CMS, XM Cloud, can not only help implement an omnichannel strategy but make the process seamless for a wide range of stakeholders including marketers, developers, and content authors. Let’s look at how XM Cloud’s novel features allow for an effective implementation of omnichannel strategies:

• Visual Content authoring: With Sitecore XM Cloud’s headless architecture, marketers can deliver high-quality messaging across different channels without any delays or barriers. Users can also visually author their digital experiences ensuring that the messaging and brand presence across channels is unified and consistent.

• Personalization: One of the core markers of a great omnichannel strategy is that it can cater effectively to a wide range of audiences. Sitecore XM Cloud has personalization features embedded in the form of ‘XM Cloud Pages,’ that enable users to build websites and applications customized to different audiences. This ensures that audiences receive personalized content and experiences that match their expectations and drive meaningful growth for the business.

• Real-time Analytics: Critical analysis of customer data is crucial for the success of omnichannel strategy as it furthers the understanding of the customer journey and provides valuable insights to determine how to design and implement future marketing campaigns for optimal returns. ‘XM Cloud Pages Analyze’ provides real-time updates of important metrics and trends including the number of visitors, time spent on each page, and an overview of which pages are performing better than the rest.

  The availability of such real-time data plays a major role in not only taking a data-centric approach to craft campaigns but also providing enough context for understanding customer behavior at various junctures of the sales process.

• Developer-friendly: XM Cloud in conjunction with a Jamstack approach can be used to create and deploy content and website in a much more flexible manner. XM Cloud, due to its composable nature, is suited to be highly functional with any tech stack, enabling developers to build and run websites and applications using the tools of their choice. This affords immense security and scalability, both pivotal aspects of customer experiences provided using an omnichannel strategy.

• Cloud-native: Since XM Cloud is completely set and managed in the cloud, users no longer have to worry about time-consuming updates or additional maintenance costs, as all of it is managed fully by Sitecore itself. This ensures that you can deploy your website or applications across channels much faster and thereby also be the first to go to the market. The success of your omnichannel strategy depends on the agility and flexibility of your digital experiences and to that extent, a cloud-native offering is undoubtedly the most suited.