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Omnichannel marketing: an overview

Have you ever been shopping online, saw something you liked, placed it to your basket, and then later on when browsing through Facebook or Instagram, you see the same thing as an advertisement? Another scenario is making an online purchase and picking it up in-person or adding an item to your cart on your work computer, placing your order on your mobile device, and then tracking it on their app with your iPad. In these cases, you have seamlessly used three different devices and channels to make one purchase. These scenarios explain what omnichannel marketing all is about.

In this article we are going to explain what is omnichannel marketing, its benefits, and the difference between omnichannel and multichannel marketing.

What is omnichannel marketing?

Being visible wherever your clients are is the easiest way to define omnichannel marketing. By providing a customised, seamless, simple, and consistent experience across all online channels and devices, omnichannel marketing aims to establish your brand's presence online. The secret to a successful omnichannel marketing is consistency. The customers come first in omnichannel marketing. All platforms interact with each other in omnichannel marketing to provide your company a single voice.

Data, however, is the main problem with omnichannel marketing. Data collection and effective usage might be challenging for certain companies. When used properly, the data may contribute to a smooth user experience for both current and future consumers.

Benefits of omnichannel marketing

  • It gives clients a perfect user experience.

  • It provides clients with additional options

  • It offers clients individualized encounters depending on their interests.

  • The tone and voice of the brand remains consistent.

  • The platforms, devices, and channels all interact synergistically.

  • The major character is the customer.

Omnichannel marketing vs multichannel marketing

While omnichannel marketing focuses on the consumer, multichannel marketing is channel-based. While omnichannel allows you to start your purchase online and complete it offline, Multichannel makes their brand and products available both online and offline. However, buyers must select where to go because they are not interconnected.

The majority of customer-focused businesses and sectors, including Uber, Amazon, etc., are now using an omnichannel marketing approach.

In summary, the use of omnichannel marketing strategies enables businesses to communicate effectively with clients at the right time and place. It also is data driven. Omnichannel marketing is currently the ideal strategy because digital devices now account for around 70% of internet purchases.

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