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Omnichannel Marketing

By Shannan Hearne, Summit Technologies Marketing Specialist

Omnichannel versus multichannel marketing

Omnichannel marketing is a communication strategy that combines all business communications over a single platform across various marketing channels, consolidating operations-related information and customer experiences to maintain uniformity. This approach focuses on connecting all communication channels with each other and with customers to provide a seamless and personalized experience at every touchpoint. In contrast, multichannel marketing involves the segmentation of direct and indirect customer interactions, with traditional channels such as physical stores and websites, and more recent channels such as email, social media, and phone or chat. However, these channels are often isolated from each other, resulting in siloed information and a lack of integration. Omnichannel marketing is a proven way to increase customer engagement and conversion rates, while also providing valuable insights into customer needs and preferences. However, it requires a significant commitment and effort from business leaders to fully implement and maintain.

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