What is omnichannel marketing?

Omnichannel marketing involves engaging and communicating with people across multiple marketing channels, such as physical stores, email, SMS, social media, websites, or apps. It is a unique way to offer your audience an integrated experience, no matter how they interact with your brand.

Omnichannel marketing offers several benefits, including:

  • Customer satisfaction: Your customers get a consistent and convenient experience because they can interact with your brand using whichever channel they prefer.
  • Brand consistency: You deliver a uniform message across all channels.
  • Personalization: You get data from multiple channels and use it to segment your audience and personalize experiences.

How to develop an omnichannel marketing strategy

To create an omnichannel marketing strategy, follow these steps:

1. Choose an advanced marketing automation platform

A quality marketing automation platform helps you:

  • Create and manage marketing messages across different channels, like SMS, email, or mobile apps
  • Collect and analyze customer data to understand and optimize performance
  • Segment your audience to offer personalized content and experiences
  • Create automated messages that are triggered by online behavior
  • Integrate with other platforms to centralize data

2. Understand and segment your audience

Use forms to collect data on your target audience and understand their characteristics, such as demographics, behaviors, and preferences. 

Based on this data, segment your audience to create a personalized experience for each target market.

3. Use consistent messaging across all channels

Your brand messaging should be the same across all channels. To achieve this, develop clear guidelines that outline your brand’s voice, tone, and messaging. Share these with your entire team to ensure consistent communication across all outlets.

4. Select the right channels

Having different marketing channels at your disposal doesn’t mean you have to use every single one. Focus part of your audience research on the channels they prefer and start with the ones most likely to resonate with them.

5. Centralize data

An effective omnichannel strategy requires careful data management within a single platform that:

  1. Collects data from a variety of sources, such as your CRM, POS system, marketing platform, and analytics tools.
  2. Merges that information into a single customer view or profile.
  3. Consolidates, and de-duplicates where necessary, customer information—ideally, without an IT team intervening and doing it for you.

6. Monitor performance

Track the performance of your omnichannel marketing initiatives constantly. As you gather and analyze data, you may learn that some channels aren’t worth the effort or decide to explore additional ones to offer an even better customer experience.

Sign up for Klaviyo to manage SMS, email, and push notifications. Klaviyo integrates with over 350 tools for a centralized overview of your data.

Additional resources