Most customers don’t just use one platform. They move between email, websites, Instagram, YouTube, Google, and in some cases, even walk into a shop. So, if your marketing isn’t joined up, you’re basically relying on luck.
That’s where omnichannel marketing comes in.
Put simply, it means making sure your messaging, targeting, and user journey are consistent across all channels. Customers should get a joined-up experience, no matter where or how they interact with your brand.
Why it matters
1. People switch between platforms all the time
They might see your product on Instagram, Google it later, read a few reviews, then finally buy it via your app or desktop site. If that experience feels disjointed or repetitive, you’ll lose them. But if it feels seamless, with the same tone, same offer, and same reassurance, you’ll likely convert them.
2. You can personalise based on data from every touchpoint
With an omnichannel setup, all your systems talk to each other. This means you can send smarter emails, serve better ads, and stop annoying your audience with irrelevant stuff. It’s a better experience for them, and better ROI for you.
3. It improves retention
People are more likely to stick with brands that “get” them. If they’ve interacted with your brand three or four times and it feels familiar and joined up, they’re more likely to buy again. There’s a stat floating around that says companies with strong omnichannel strategies retain around 89% of customers, compared to about 33% for those without. Worth thinking about.
4. You get a clearer picture of what’s working
When everything’s connected, it’s easier to spot gaps, test campaigns properly, and attribute results more accurately. So, you’ll waste less budget and can make better decisions.
5. It’s easier to scale or adapt
If a new platform takes off (e.g. Threads, Lemon8, or whatever’s next), plugging it into an existing omnichannel setup is much easier than building something from scratch.
A few basics to get started
- Make sure all your key systems (CRM, email, ads, eComm, POS) are talking to each other.
- Map out your typical customer journey. Where they come in, where they drop off, and what they need to get over the line.
- Keep your messaging and creative consistent. Same tone, same offer, same value props.
- Automate the obvious stuff (cart abandonment, follow-ups, welcome journeys).
- Track what’s working and tweak accordingly.
Final thoughts
This isn’t about being on every channel just for the sake of it. It’s about being where your customers are and giving them a smooth, consistent experience. If you’re not doing that, chances are someone else is.