Omnichannel Marketing
Glossary of terms

What Is Omnichannel Marketing?

Omnichannel marketing centers on delivering consistently integrated shopping experiences to customers across every touchpoint or “channel”. These channels include all types of customer engagement, including web, mobile, social, events, physical stores, and more. The goal is for customers to receive seamless, unified messaging and branding regardless of how they choose to engage with your company. Many businesses rely on an omnichannel marketing platform, which are essentially software that can help manage the delivery of these seamless customer experiences.

Omnichannel marketing is sometimes used interchangeably with the term omnichannel advertising, which refers to the same strategy of delivery seamless, integrated experiences. Omnichannel marketing is not, however, the same thing as multichannel marketing. Multichannel marketing is a different strategy that refers to using separate strategies and experiences across several different channels.

Why Omnichannel Marketing?

Omnichannel marketing is increasingly crucial because consumers expect it from their chosen brands. Consumers are accustomed to a unified experience no matter how they interact with your business, from social media channels to customer service, and beyond. One reason why omnichannel marketing is so powerful is that today most consumer purchase decisions are made across multiple channels. A customer’s first moment of awareness, for instance, might happen with a social media post, followed by a website visit, followed by an in-store visit during which they’re scrolling through your mobile app on their phone. A unified experience will keep customers more engaged and likely to purchase.

Glossary of terms

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