What is omnichannel marketing?
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Omnichannel Marketing

What is omnichannel marketing?

Omnichannel marketing delivers consistent, seamless customer experiences across various marketing channels. It ensures cohesive and relevant interactions regardless of platform and across all touchpoints, from the first brand interaction to the final purchase.

How does omnichannel marketing work?

Customers discover and shop a brand’s products and services across multiple digital and physical channels and all the various pathways that cut across both. Omnichannel marketing integrates all of a company's marketing channels into a single, unified experience. From online – such as websites, social media, and email – to offline – such as brick and mortar stores and even customer service.

How to measure omnichannel marketing:

There are a variety of ways to measure omnichannel marketing performance. Some common metrics include:

  • Customer lifetime value (CLV): The total amount of revenue that a customer is expected to generate over their lifetime.
  • Customer churn rate: The percentage of customers who stop using a product or service within a given period of time.
  • Cross-channel conversion rate: The percentage of customers who start their customer journey on one channel and complete it on another channel.
  • Multi-touch attribution: The process of attributing conversions to different marketing channels based on the customer's journey.

Why is omnichannel marketing important to marketers?

Omnichannel marketing allows advertisers to:

  • Reach and engage customers where they are, with the right message at the right time.
  • Create a unified customer journey that is consistent and relevant across all touchpoints.
  • Track and measure the customer journey across all channels, so they can identify and optimize the most effective touchpoints.
  • Improve customer satisfaction and loyalty.
  • Increase sales and revenue.

Who needs to know what omnichannel marketing is:

  • Performance marketer
  • Digital marketer
  • Marketing manager
  • Brand manager
  • Customer experience manager
  • Ecommerce manager
  • Retail manager
  • Agency owner
  • CMO

Use omnichannel marketing in a sentence: “Our omnichannel strategy is predicated on messaging that resonates consistently with the user, whether they're scrolling through their emails, getting an SMS, watching their Connected TV, browsing on desktop, or using any other platform.”