With the introduction of newer and better technologies every now and then, the marketing universe is evolving at a pretty fast and booming pace. More and more impactful strategies are being introduced and utilized to produce better outcomes. The marketing revolution gives birth to various alien buzzwords and one such term is “Omnichannel Marketing”. You might have heard this term hopping around your marketing world. Omnichannel marketing has gained huge popularity over the last few years because of its magical and widespread impact. But, do you exactly know what this word is all about? There’s nothing to worry about if you don’t, this blog will take care of this issue for you. 

Omnichannel marketing is a customer-nucleated approach strategy used by the brands to amplify their brand image. It ensures to put customers in the middle of the overall business conversation. Omnichannel marketing is all about creating a holistic brand presence across online platforms (social media, e-mail, application etc.) and offline means ( retail stores, seminars etc.) in order to create a positive and pragmatic result. This marketing channel greatly emphasizes a beneficial and effective customer experience. The better the customer experience, the more successful an omnichannel marketing campaign is. It focuses on the quality of user experience and strives to make it as good as possible. It aims at creating a seamless customer experience regardless of the channel being used by the customer and that’s the place where real power of the omnichannel marketing lies. 

How Omnichannel Marketing help brands?

It makes the customers feel more integrated with the brand at each and every standpoint which in turn helps the brand to build a better customer-brand bond. Because of this lifelong brand presence in front of the customers through different mediums, a brand is able to connect more often with its customers. Omnichannel marketing makes a brand more relevant to its customers in a dynamic manner. It ensures a better customer engagement with a brand which automatically helps in retaining customers overtime. Omnichannel marketing strategy is a game changing channel for a brand which helps them to explore their strengths to its full potential and create a positive impact on its customers. It puts forward the brand’s vision and aspirations in front of the customers. 

Still a bit confused about exactly what it is? Let us understand omnichannel marketing with an appropriate example.

You go to a sports brand outlet to purchase a pair of running shoes. After shuffling through the options you finally make a purchase and while checking out you give your email address and phone number to the seller. You go home and after a few days you receive a personalized SMS regarding a sale at the same outlet store of the brand from where you purchased your shoes.

Now, next you are using your social media and an advertisement for a new edition of your shoes pops up out of nowhere and catches your attention. You go on their mobile app and scroll through their new collection of shoes. You search for your desired shoes and put it in your shopping cart to purchase it later on. After a few days you receive an email with a 10% discount coupon on the same brand’s new shoe collection and right after sometime you get a notification from the app that your item is waiting for you in the mobile app shopping cart. 

Do you feel that all this is just a hierarchical co-incidence? Well if you feel so, it’s completely wrong. This is what omnichannel marketing is all about. Did you notice how a brand made a multi-directional and multi channel marketing approach towards its customer? That’s the basis of omnichannel marketing, to target and take care of a customer’s experience from as many channels as possible and suitable. This helps in integrating the customers with the brand at a deeper level. We now hope you have a better understanding of what omnichannel marketing is all about and how it exactly works in the real world.


To understand omnichannel with better clarity, it’s important for us to understand the basic difference between the multi-popular terms ‘Multichannel Marketing’ and ‘Omnichannel Marketing’. While many people might confuse themselves by perceiving omnichannel and multichannel as the one and the same thing, they both have very different uses in the marketing world. Whereas it is true to the core that both the terms are used in order to represent a marketing concept which focuses on better customer engagement. 

Let us take a look at multichannel and omnichannel marketing in brief:

Multichannel Marketing – 

Multichannel marketing is all about a straightforward and simpler approach towards a brand’s customers. It is the strategy which makes use of different marketing channels to advertise and reach out to customers. It makes a brand available to the customers at multiple online and offline mediums. Multichannel primarily focuses on the operations. Multichannel marketing is more brand-centric in nature. 

Omnichannel Marketing – 

Omnichannel is also a marketing strategy that is used by the brands to reach out to its customers through multiple channels but in a more integrated and unified manner. 

A customer doesn’t feel a lag and the whole transitioning experience is smooth and easy going. Omnichannel marketing is more customer-centric in nature. Omnichannel primarily focuses on customer experience and places customer’s overall satisfaction above everything else. 

So, we now hope that till now you get the ins and outs of both the terms and will be able to differentiate between them if it’s thrown to you at any given time. 


Omnichannel marketing plays a very crucial role in the marketing ecosystem. It is very important from every single aspect for a brand to focus on their omnichannel marketing. As discussed earlier, it helps brand’s customers to have an efficient and positive experience through a brand’s journey. Other than making customer’s journey experience efficient and positive, omnichannel marketing greatly aids the customers to have a smooth and continuous journey. On the flip side, omnichannel marketing is a blessing for the brands. It not only emphasises on customer engagement but also strengthens the brand-customer relationship at a very deep level. It makes the customers put their trust in the brand as the return gift of the services provided by the brand to its customers. 

The importance of omnichannel marketing can go up to an innumerable extent and this fact makes omnichannel marketing a top priority for every brand who wants to stand out in the market. It is a game that can’t be risked to be played wrongly. 


The benefits of adding an omnichannel marketing strategy in the already existing marketing ecosystem are vast and cannot be entirely put into words. 

Let us look at some of the benefits which comes along with omnichannel marketing- 

1) We can’t talk about omnichannel marketing without mentioning user experience.

The integration between different platforms makes the user experience reach a different height. The customer experience throughout the journey is inclined solely towards the positive end of the spectrum and is fueled by a seamless and lag free outcome.  

2) Omnichannel marketing ensures higher purchase rates for a brand when compared to single channel marketing.

The multi directional approach towards a customer used in omnichannel marketing helps in creating a long-lasting impact on the customers which ultimately turns into purchase conversion. Omnichannel marketing also ensures a better communication between the customers and the brand which further makes purchase rates soar higher. 

3) Omnichannel marketing not only ensures higher purchase rates but also ensures higher purchase values.

It’s pretty obvious and evident that the more time a customer spends with a brand and its products, the more likely they are to purchase more of its products. Omnichannel marketing prompts buyers to stretch their buying potential through engaging them regularly with its products through multiple channels. Thus it’s very clear that omnichannel marketing amplifies the purchase frequency as well as purchase value for a brand by working it’s magic on the customers. 

4) Customers are most likely to make purchases from a brand that they truly trust and love.

This is the spot where the game changing omnichannel marketing comes into the picture. Omnichannel marketing wonderfully builds up a customer’s trust for a brand. The consistent seamless user experience carves out trust and loyalty by creating a positive impact on the customer’s mind. 

5) In the marketing world it’s important to attract new customers towards the marketed brand.

But what’s more important is to retain those previous customers for a longer period of time. Retention is one of the most crucial pillars for a brand’s growth. It ensures the increment of the brand’s value overtime. Customer retention also ensures an increase in purchase rates for a brand. 

6) Personalization is one of the most useful byproducts of omnichannel marketing.

The multi directional marketing strategy brings in more and more space for personalization. Above all personalized marketing is carried forward to online and offline platforms through omnichannel marketing which makes user transition super smooth and intuitive as well. 

7) Customers won’t add value to a brand unless and until they engage with it’s content and products.

It’s very challenging to engage customers with a one way marketing or unidirectional approach. Thanks to omnichannel marketing and it’s strategic approach, customers now get a better bandwidth to engage with the brand. It’s products and explores it inside out.

Therefore, omnichannel marketing can entirely transform the way customers look at a brand. While at the same time transforming the shape and dynamics of the brand itself. It’s a superb way to revolutionize a brand’s whole marketing mechanism and tune it for the best outcome. 


Just knowing about omnichannel marketing is not enough, it’s application in a brand or a company is more important. Omnichannel marketing can be the best strategy. 

Let us take a look at a very basic omnichannel strategy you can apply to your brand:

1) Examine the data and strategize:-

Data is the most important component of omnichannel marketing. It brings out the general behavior of the audience and helps the brands to understand their customers inside out. Make full use of the data collected and available to make a marketing plan. Customer segmentation should also be put to work. It helps to divide customers with the same common interest. Segmentation helps brands to target its audience in a more apt manner. A brand’s marketing strategy should be tailored keeping it’s customers in mind. It should also have a touch of personalization to engage the customers better.

2) Be customer centric and design the content:-

Omnichannel marketing focuses primarily on customer experience. Designing content that contributes to the beauty of customer experience is very important. Content should have a regularity in its form and should be easily transition able. 

3) Put the right tools to work:-

Use the right kind of marketing tools to steer your marketing efforts in the right direction. With time, make room for improvement and try to fill any gaps if there.


Omnichannel marketing is a groundbreaking marketing strategy with a plethora of opportunities and potential for the brands to prosper. It’s not wrong to say that omnichannel marketing is the most efficient and impactful way to provide a positive customer experience across various platforms. The most striking feature of omnichannel marketing is it’s customer centric nature. It values and takes care of the customer’s experience before anything else. This shows that a brand deeply cares for its customers and does not see them as mere revenue generation sources. Due to all these value addition points omnichannel marketing helps in strengthening the customer-brand bond and turns it into a long lasting one. 

Customers feel more and more connected to a brand when it adds value to their life in some way or the other. However an experientially satisfied customer is always likely to return to a brand for its products and services. It is overwhelmingly magical to look at the fact that how well omnichannel marketing enhances a customer’s experience through providing seamless transitions across platforms. While at the same time marketing a brand to increase its potential and impact across the market. Hence for more information, you can contact Digital Ipsum.