What is Omnichannel Marketing?

As opposed to multichannel, which begins with the company and moves outward to channels, omnichannel starts with the customer and interacts between channels for a seamless user experience across the buyer’s journey. Omnichannel uses all of your channels to create one integrated experience for your customers. This includes traditional and digital channels, point-of-sale, and in-store and online experiences. The term emphasizes a shift in the way people progress throughout the marketing funnel.

Here are a few examples to illustrate how omnichannel marketing works:

  • Customers receiving an email or a text message about a promotion while they are in-store shopping.
  • Customers receiving a text about a promotion along with physical coupons left in their mailbox.
  • Customers receiving a cart abandonment message reminder via social media and following up with retargeting ads for their abandoned product.

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