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Leveraging Omnichannel Marketing To Increase Customer Lifetime Value

Tochukwu Nathaniel

Leveraging on omnichannel marketing

Tochukwu Nathaniel

Chukwudi Nwokike, Client Success Manager at Netcore Solutions gives an understanding of omnichannel marketing’s significance to businesses and ways to leverage them for a great customer experience. Read on to understand the various customer behavior habits on channels, the channels available for digital communication and the difference between omnichannel marketing and multi-channel marketing.

What is Omnichannel Marketing?

Omnichannel marketing is an approach that enriches customers’ online experiences, so they can perform an action on one channel and maybe complete it on another channel, through multiple channels such as emails, SMS, browser, push notifications. These are usually the channels that are available to digital marketers.

The next thing is to consider the customer’s lifetime value. Customer lifetime value is basically how much a paying customer can give you with regards to your revenue throughout the course of their lifetime. For example, if a customer has a monthly service subscription with you, and they use it for 20 years for X amount, the customer lifetime value will be best estimated by multiplying X amount times 12 times 20 years.

As a business, you can overlook customer lifetime value. Customer lifetime value serves as a measure of your marketing campaigns’ success. It’s also a good measure for ROI because sometimes marketing campaigns do not give you immediate value. So the customer lifetime value is very important.

Customer behaviour on various channels

Giving an example of three pairs of people who behave differently across channels. Two sets of them spend less time on social media. They prefer desktop and laptop transactions to mobile app transactions.

They love reading notifications on their apps, but they hate marketing emails and they read SMS messages. The last set is heavy on social media. They use browsers because of storage space for their apps – maybe they have an Android phone with low storage space.

They love deals on the internet and they use their emails only after work hours. And you have the people under rights who are data heavy users on iPhones. They love apps and push notifications. They don’t trust SMS messages and they visit their brands websites once a month. So what we have here is three common personas of people.

Common digital communication channels

Each channel of communication for digital communications has its advantages and its disadvantages.


Email is a cheaper communication channel. Your email can be lengthy. If it’s engaging enough, you can as well do conversion tracking. Using the right platform, it gives you detailed analytics on how your customers are engaging with the platform, but there are some disadvantages to email. Based on GDPR rules, you can’t buy a bunch of email addresses to send to people because it’s unethical and can lead to spam complaints.


SMS messages are usually attended to in a short time span, The disadvantage is the channel is quite expensive. You don’t get enough analytics if someone is on DND (Do not disturb), the message doesn’t deliver and SMS is available only on the mobile device.

Browser Push Notification.

If you visited some popular websites like or Facebook website, where you land on the websites and the websites ask you to allow notifications so people can receive messages through their browser. It is a cheaper channel. It requires the two for four subscription, just the click of a button. Sometimes users will subscribe by mistake because it’s so easy. And it helps to bring people back to your website because it usually has to continue to link.

Website Messages

These are pop up messages on websites. If you go to an e-commerce store and asked to subscribe or told about the deal. One advantage is that you can prompt your user to visit setting focus pages. You can reduce your bounce rate. For example I might land on your website and I might be a

Differences between Omnichannel Marketing and Multichannel Marketing?

Most marketers use Multichannel Marketing to spread their brand message on as many channels as possible. Omnichannel marketing delivers messages to customers through preferred channels. A multi-channel marketing has a channel based approach. Each channel is independent, new functioning with different analytics. So you see markets as they log into a different platform to check your email statistics, log into another one, to check their SMS delivery statistics another one to check their Facebook ads.

Multi-channel is all about the brand, trying to push a message, trying to spread the word as fast as possible while omnichannel is trying to give a smooth experience. Multi-channel focuses with getting new customers and creating awareness for the brand or new products, but omnichannel marketing has a strong focus, focused on conversions, upselling, and cross selling. And of course, as marketers, they always say that it’s cheaper to sell to an existing customer than to acquire a new customer.

Strategies to increase your customer lifetime value using Omnichannel Marketing

The first thing is an onboarding series for adoption on a fresh transaction. Banks, e-commerce store, financial institutions or a service based company. What happens is a person visits your website and they see how they can download your app. With browser push notification channels, you can get the person to subscribe for these notifications when they visit the website for the first time so you have one subscription channel before your app is downloaded.  One major pin point for brands in conversion and customer lifetime value is abandonment. Cart abandonment is when somebody is trying to make a purchase and because of one issue or the other, they are not able to complete the purchase.

Cart abandonment is a user journey for your website. It’s a service where somebody fills a form to convert so you can market to the person. For instance, if the person fills their details but doesn’t complete the process by paying. These strategies can also be used to get the person back on board for your company. 

Another major thing is customer lifetime value is churn.  Churn is when a person basically stops using your brand. Churn could be an uninstaller of apps for some customers and brands, churn might be a loss of repeat business.

If Working with WSI to improve your Omnichannel marketing sounds appealing, click this link to get in contact with us now.

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Oti is a vastly experienced digital media and marketing professional with over 10 years of industry experience. He has worked across Agency, Brand, Publisher and Marketing Technology sides of the industry in various capacities.

Driven by a strong commitment to continuous innovation, Oti has managed so many successful digital projects across Africa and Europe for brands like Coca-Cola, Nestle, Guinness, Kellogg’s, EA Games, Sony Entertainment, etc., and advises senior management of global brands on data-driven marketing and digital transformation.

Consumer insights in marketing: Oti

Oti currently heads Product at Terragon Group, Africa’s leading data aggregation, enrichment, and activation company, where he is responsible for developing innovative data-driven marketing solutions for SMBs and Enterprises across Africa.

Oti is the current President of Association of Digital Marketing Professionals (ADMARP), the foremost professional body for digital marketing practitioners in Nigeria. He is also a communications consultant to the African Union in areas of youth engagement and digital interactions. A known public speaker, teacher and trainer, Oti has facilitated several conferences and digital events, and was recognized by Marketing Edge Magazine as an Outstanding Digital Marketing Personality of the year 2021.