Studies reveal that the average customer engagement rate of marketing campaigns used in three or more channels is 38.96%, while single channels recorded only 5.4% of customer loyalty.According to ValueFirst, a global leader in enterprise communication services, headquartered in Dubai,omnichannel marketing is of great importance in today’s changing marketing landscape.

Companies with robust omnichannel customer engagement retain an average 89% of their customers, as well as witness a 9.5% year-over-year increase in annual revenue.Omnichannel marketing refers to offering customers a seamless brand, message, and experience across every channel, including print, email, online, and in-store.The company’s flagship product Infinito – an omnichannel marketing platform is used by 1000+ enterprises across the globe while creating engagement journeys on Chatbot, Email, SMS, RCS, Voice, and WhatsApp.

"Omnichannel marketing helps businesses stay agile. It allows teams to interact with consumers across various devices and create a consistent message across all channels. This fosters not only brand awareness but also brand recall, making your brand more accessible. This approach can create a heightened familiarity for your consumers, increasing their willingness to interact with your brand via multiple channels," said Arvind Kalla, Chief Regional Officer, ValueFirst.

Studies indicate that customers interact with brands through a variety of channels, including SMS, Email, WhatsApp, and more. Therefore, it is crucial for brands to deliver consistent messaging across all touchpoints and provide a seamless user experience. According to research, if a customer’s experience is not consistent, they might switch to another brand that offers a unified browsing and buying experience.

In contrast to multichannel marketing, omnichannel marketing unifies how brands communicate and makes them accessible across all channels and devices, increasing reach, reducing friction, improving customer experience, and boosting brand equity. While both types of marketing are crucial for businesses of various sizes, omnichannel marketing is more effective in creating deeper customer engagement, retention, and brand recall.

Arvind Kalla added “Enterprises demand ease of access to omnichannel service providers with a single integrated API. Our omni-channel marketing platform, Infinito enables this omnichannel customer experience; making it easier to execute, manage, monitor, and oversee an omnichannel strategy. With Infinito, businesses are building conversational journeys on SMS, Email, WhatsApp, and more.”

CPaaS as an industry is tailormade for omnichannel marketing and its cloud-based software development methods make it possible to embed communication to a wide selection of use-cases and applications. With CPaaS, developers can add click-to-call and click-to-message features on websites and apps, so customers easily can initiate contact without having to leave an app. This functionality can also be integrated with your CRM, help desk and other backend applications.

A lot of businesses are now deploying CPaaS technologies with players such as ValueFirst to create a collaborative and communicate platform that ensures a great customer experience.