Omnichannel marketing. That’s a phrase marketers and e-commerce brands have been hearing quite a bit lately. While marketers have become accustomed to hearing new industry buzzwords, and the term “omnichannel” may seem no different, the concept actually demonstrates a very important fundamental shift, both in how marketers think about reaching customers, and in the brand experience customers have come to expect.
Over the past several years, the term “omnichannel marketing” has become defined as the approach in which brands combine all the channels they offer to consumers, both offline and online, into one cohesive strategy. As consumers interact more and more across all channels, and sometimes even multiple channels at the same time, it’s more important than ever for e-commerce and retail marketers to devise a strategy for how they will create a unified message for their consumers across all channels.
