Omnichannel Marketing: How You Can Use it to Reach More People Than Ever Before

Marketing used to be a lot less complicated.

Today, users interact with brands on multiple devices and separate platforms—often simultaneously. Even in-person and online shopping, which used to be distinct events, are no longer completely separate due to the rise of trends like buy-online-pick-up-in-person.

Consumer expectations are shifting as well.

Today’s customers expect to receive the same service and brand experience whether they’re scrolling Facebook, reading their email, or shopping in a store.

How do you give your customers what they want and deliver a better experience? With omnichannel marketing.

67 percent of e-commerce companies saying omnichannel is “very” or “quite” important to their business.

While implementation of an omnichannel strategy can vary between businesses, it can be identified by key goals, including:

  • personalized content and ads informed by past interactions with specific users
  • consistent branding, tone, and vision across all platforms
  • allowing users to continue their purchase path seamlessly, even if they switch platforms or devices

89 percent of their customers, while brands that don’t keep just 33 percent of their customers.

Several other benefits include:

  • Improved user experience: Omnichannel marketing centers the customer experience, providing a better experience for customers no matter where they interact with your brand.
  • Better brand awareness: Creating a consistent experience across platforms (including in-store) makes it easier for customers to recognize your brand.
  • Improved business data: Omnichannel tracks interactions across platforms, channels, and even in-person sales. This highlights which campaigns (and channels) are most effective at driving leads and sales.
  • Increased sales and revenue: Marketers that use three or more channels in one campaign see a 287 percent higher purchase rate. Omnichannel campaigns also have a higher order rate.
A bar graph showing the difference in order rate between omnichannel and single-channel marketing campaigns.
A bar graph showing the difference in order rate between omnichannel and single-channel marketing campaigns.

My Disney Experience platform for visiting their park. Users can access the tool via app or browser and buy tickets, book hotels, reserve restaurants, schedule activities, coordinate with other users, and even store photos they take at the park.

Once users arrive at the park, the built-in GPS helps them find locations in the park, see real-time wait times at rides, and access the Disney MagicPass, a contactless version of the MagicBand. The app also promotes discounts, like 25 percent off hotel stays for Disney+ subscribers.

Providing a seamless experience from online to in-person helps make customers’ Disney adventure even more magical.

Dave Gilboa shared:

“We really focused on providing a great online experience but an offline as well. We have 70 stores and we’ll have 90 by the end of the year. We can see a clear path to several hundred stores in addition to a thriving ecommerce business.”

How does it work? Customers can favorite frames on the app, which in-store associates can then access to help them complete the purchase in person.

Shoppers can also try on glasses in the store and take a photo, which is converted into a link and sent to their email to complete the purchase online.

Creating a customer journey map helps you better understand where customers interact with your brand, provides insights into their pain points, and makes it easier to create an effective omnichannel marketing strategy.

Here’s how to create your map:

  1. Identify your customers: Identity who your customers are, where they live, and other demographic information. Look in your CRM or use a current buyer persona.
  2. Understand their pain points: What drives your customers to make a purchase? What challenges do they want to solve?
  3. Find out where they hang out: What platforms do your customers use during the purchase process?
  4. Track the path of conversion: How do most of your customers convert? Keep in mind their path is unlikely to be straight. They might visit your in-store and then convert online, or view your Instagram reels and then visit your store. Aim to define the most common paths.

Once you’ve created your customer journey map, look at your conversion tracking data to find areas where customers are dropping off. Depending on how you track, this might be in Google Analytics or your sales platform. Customer satisfaction surveys may also provide insights.

report by Segment found that 71 percent of consumers feel frustrated when their shopping experience is impersonal. Even more striking, 91 percent of customers are more likely to shop with brands that deliver personally relevant offers and recommendations.

You can’t ignore personalization—it’s increasingly popular and customers expect it. Luckily, omnichannel marketing can help you leverage the strategy more effectively.

Personalization is the key to a successful omnichannel strategy, but it’s about a lot more than using the name tag in your email marketing. Rather, omnichannel marketing leverages data about customers to deliver ultra-relevant marketing messages at just the right time.

What does omnichannel personalization look like? While it can vary by brand and industry, here are a few examples:

  • A customer adds an item to their cart, but they don’t check out. Later, you send an email with a link to their cart, a discount, and a reminder to complete their purchase.
  • Using segmentation, you email different product recommendations to customers who purchase children’s clothing versus adult workout clothing.
  • A customer tells an e-commerce chatbot what types of cleaning products they are interested in. Later, a customized popup promotes a special on the products that the customer is interested in.

Omnichannel personalization takes personalization to the next level by delivering relevant messages across platforms.

Google Data Studio to analyze data and create reports.
  • Marketing automation: Whether you want to engage more on social media, send scheduled emails, or move users through the conversion process, you need marketing automation tools to build an effective omnichannel marketing strategy. Many tools you already use, like email marketing, CRMs, and social media management, have built-in automation features. I also recommend a tool like Zapier to build custom triggers.
  • Chatbot automation: Want to be there for your customers even in the middle of the night? A well-designed chatbot script can answer questions, deliver resources, and qualify leads while you sleep.
  • Segmentation platform: One of the key benefits of omnichannel marketing is the ability to offer a more personalized experience. To do that, you have to segment your audience. Depending on your industry, this might mean using dynamic landing pages or a tool like Omnisend to send more personalized emails, pop-ups, and even push notifications.
  • guide to A/B testing will get you started. It can feel overwhelming at first, but I think you’ll uncover really interesting data if you stick with it. Testing and optimizing drive ROI, so you’ll build a better campaign.

    Google Analytics 4, to track user interactions on both the web and apps.

    What is an example of omnichannel marketing?

    One of the best examples of omnichannel marketing is Starbucks’ reward app, which allows them to track in-person interactions, send personalized recommendations, and increase customer engagement.

    multichannel marketing, which seeks to push out similar messages on multiple channels, omnichannel marketing focuses on bringing experiences together into a seamless experience that customers love.

    Before you get started, make sure you understand who your customers are and look for marketing automation tools that will help you build a stronger omnichannel campaign.

    Are you using omnichannel marketing? What challenges are you facing?