Are you familiar with omnichannel marketing?

While it’s easy to get confused with multichannel marketing, omnichannel marketing is a distinct approach with its own best practices — and its own big benefits for your brand.

Here’s what to know, including the basics of what omnichannel marketing is and some simple tips on how you can start adapting it into your strategy.

What Is Omnichannel Marketing?
Omnichannel marketing is an integrated, sales-focused marketing strategy that aims to provide customers with a cohesive shopping experience across all platforms, places and devices.

At its core, omnichannel marketing is about putting the customer experience first. The goal is to ensure that regardless of how your customers like to shop — on their phone, through social media, in-store, etc. — the messaging and interactions they have will remain consistent.

Omnichannel Marketing vs. Multichannel Marketing
Both omnichannel and multichannel marketing are diverse strategies intended to capture an audience in various places and in various ways.

Where they differ is in intent: While multichannel marketing is focused on simply building a brand presence on as many platforms as possible, omnichannel marketing is about bringing cohesion to that practice in order to boost sales.

Make the Switch to an Omnichannel Approach
Creating an integrated sales experience isn’t just better for your customers — it’s better for you, too. Here are some tips to get you started:

• Know your customers. Build well-researched customer personas to understand how and where your audience prefers to shop.
• Work on segmentation. Different customers have different needs at different times. Segment them into groups (for example, new customers and existing customers in need of re-engagement) so you can offer an optimized experience.
• Focus on cohesion. You want to make sure your customers have the same experience regardless of where they are. Double-check your story, your message and your branding are consistent from channel to channel.

Need more advice? Get in touch and we can help.