What Is Omnichannel Marketing?

Omnichannel marketing is increasingly significant to businesses regardless of their niche. However, it is especially relevant to the retail and ecommerce sector. Research from Target Marketing Magazine shows that 74% of marketers in the retail/ecommerce niche say omnichannel marketing is important to them. And it’s easy to see why.
Omnichannel marketing allows greater personalization, which in turn improves the customer experience. You will hear a lot about customer experience (CX) these days because of its growing importance to consumers. In fact, according to research done by Ipsos, CX is the top reason that customers choose to buy from a brand. In addition to this, having a firm omnichannel marketing strategy in place can make a considerable difference to the bottom line. Research from WorldPay shows that omnichannel consumers spend up to 300% more than regular consumers.

Omnichannel Marketing Definition

The definition of omnichannel marketing is:
“A cross-channel marketing discipline that aligns content delivery across various marketing channels to provide seamless and consistent content experiences across the buyer’s journey and beyond.”

Omnichannel marketing acknowledges and addresses the fact that the modern customer is no longer confined to a single platform and so strives to deliver a smoother buying experience to customers regardless of the channel, platform or the stage of the buyer’s journey.
Today’s shoppers buy from more than one location. It might be from their laptop, their mobile device or in a store. Often consumers use a combination of these channels to make a purchase. For instance, they will go online to research prices and then pick up the product at a physical store location. Whichever channels the consumer chooses to use, they expect an integrated experience.
An example would be a new customer signing up for something via smartphone, and then wanting access to their new account via their laptop to complete the transaction. Because of omnichannel shopping, there is no need for a customer to sign up for multiple accounts. This creates a seamless experience and saves the customer from having to sign up separately with different channels.
Because of the way consumers now shop, they expect an integrated experience throughout every phase of the customer journey. That is where omnichannel marketing comes in.

Omnichannel Solutions

As the need for a seamless shopping experience grows, marketers are increasingly searching for effective omnichannel solutions. Part of the answer to this is the introduction of automated marketing platforms.
These platforms let businesses automate their everyday, repetitive tasks and market more effectively across a variety of channels. These solutions can help in the move towards omnichannel marketing in many ways, including:

Enhancing Customer Interaction and Targeting Customers

By using data analytics you can personalize emails and create messages that your customers are more likely to respond to. For instance, it’s probable that you have customers who have not bought from you for a while. You can target them with specific messaging or send them information about products you know might be of particular interest to them.
In the run-up to major events like Black Friday, you could send out messages at regular intervals, creating excitement and anticipation ahead of the big sales date. As with the previous example, you can tailor the emails to specific customers using data analytics.

Allowing Multiple Device Tracking

With automated marketing software, you can reach your customer no matter which device they are using. You can then see where they are in the customer journey and communicate with them effectively across multiple channels.

Reducing Basket Abandonment

Omnichannel marketing solutions are also useful in combatting basket abandonment. Basket abandonment stands at nearly 70%. Sometimes customers get distracted or haven’t decided whether they want to go ahead with the purchase. In this case, you can send an email to gently nudge them to go back to your website. Or you could reach them on their social media channels or by text.


Omnichannel marketing benefits customers, businesses and marketers. Customers enjoy a seamless experience, and businesses gain improved customer retention and revenue.
As the way shoppers interact with brands continues to evolve, the need for brands to move towards omnichannel marketing will grow. This means marketers need to adopt omnichannel solutions that can better serve their customers.
To find out how SharpSpring’s marketing automation system can boost your marketing efforts and create personalized campaigns, visit our website or request a demo.

Ready to see marketing automation in action?

Schedule a personalized, live SharpSpring demo today.

Schedule My Demo