Business Intelligence and FMCG Glossary: #omnichannelmarketing
What is omnichannel marketing?
Omnichannel marketing is aimed at creating seamless, integrated customer experiences spanning both online and offline channels to connect with customers as they move through the buying cycle. Omnichannel marketing focuses on the life cycle of the customer. For example, when a customer is in the acquisition phase, the marketer will send a different type of message compared to a loyal customer
Omnichannel marketing is similar to cross-channel or multichannel marketing, but omnichannel is more of a holistic approach in the sense that it’s looking at all of the potential touchpoints customers can use to communicate with brands, both online and offline. Multichannel marketing is more focused on individual channels and how they may intersect, but it doesn’t look at the full picture.