What is Omnichannel Marketing and How It Can Benefit Your Business?

Omnichannel marketing is a new trend in business. Now that the customer can use the Internet anywhere globally, doing their own business, progressive companies need to match this state of Affairs, forming a multiple, all-inclusive approach.

1. What is multichannel marketing?

1.1 multichannel

1.2 omnichannel

2 Why implement the omnichannel approach

2.1 what is important to consider

What is multichannel marketing?

Omnichannel marketing is a relatively new marketing approach (the term has been used since 2010) to optimize customer-store interaction.

At the same time, all possible communication channels are affected. This is a unique advanced system that allows you to save information about the customer (buyer) in all communication channels with the company offering products and services.


The multichannel approach differs from the omnichannel approach, as it uses many paths that are not connected to a single omnisystem. When the customer interacts with the store through different channels, these contacts remain separate, as they continue to work independently of each other.

For example, a client made a consultation call to the company. Still, it became more convenient for them to communicate in the messenger, and they have to start communication again, introducing themselves and outlining their needs to the new Manager. It is not surprising that in a world of developing technologies and time constraints, the client is unlikely to like constantly repeating the same story to different company representatives.


Unlike multichannel, omnichannel is a more connected concept that does not necessarily involve many interactions. Simultaneously, such contacts with the seller of goods should be equally effective, even if the client moves between these communication channels. This means that the consumer expects the store to recognize them in any case: when making a phone call, when communicating through the site’s support service, when interacting via messenger or by e-mail. Email marketing in this case is a universal

In such interaction, the customer’s need and desire to purchase a product is formed because they think about buying it after seeing the product in the store. Then they think about it again after clarifying the details by calling the messenger Manager of the organization’s support team. Such a client makes the final decision after studying reviews on the Internet.

Why implement an omnichannel approach

Some companies have already implemented the omnichannel approach.

According to research, such organizations have shown an increase in profitability at the level of 4% over the last financial year. Based on this, we can conclude that companies are implementing an Omni-channel approach, as it helps:

– to conquer new market segments;

– to increase market share;

– to raise the lifetime value of a customer;

– to increase operational efficiency.

Implementing this strategy is not easy because it will take time and more resources (at least at the first stage), but you can start optimizing your site for mobile devices. This is justified because now it is using the phone that the client most often searches for information and performs many other actions on the Internet.

Such complex processes used in omnichannel marketing require automation over time. And it’s good that now there are a lot of services that allow you to do this. For example, eSputnik is a marketing automation service that allows launching promotional campaigns via emails, SMS, Viber, and Web Push Notifications. This software has a lot of useful built-in features especially for online stores and eCommerce businesses: triggered emails, product recommendations for websites, automated scenarios for abandoned carts, etc.

Important! The pandemic crisis that has affected all companies and customers pushes organizations to develop omnichannel marketing more quickly, starting with an online presence.

What is important to consider

The omnichannel approach will be implemented faster and more efficiently if you consider the following recommendations. For new pervasive marketing, you need to:

– explore the points of contact with the buyer;

– collect data and feedback;

– analyze and integrate the obtained data into a single system;

– support customers (provide information about the brand in the channel you like);

– combine experience by integrating channels into one global system.

If you apply the recommendations, the client’s relationship, thanks to the omnichannel approach, will be comfortable and fruitful.

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Author: Julia Harris
Graduated from Stanford University. Previously, he worked in various free news media. Currently, it is a columnist of the economy section in the Free News editors.
Function: Reporter
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