What is an Omnichannel Marketing Strategy?

Omnichannel marketing, also known as holistic marketing, refers to interactions with your customers through their preferred communication channels (traditional media, internet, email, social media, etc.).

To illustrate with an example: You like a dress on an online shopping site and add it to your virtual cart but decide not to purchase it in the end. Later, you see an ad for the dress you decided not to buy on social media. Some might find this strange, but this is actually an example of omnichannel marketing.

The Latin word “omni” translates to “all” in Turkish, and “channel” comes from English, meaning “kanal” in Turkish. The combination of these two words in digital marketing is known as omnichannel marketing or holistic marketing.

This term refers to customers interacting with a company through multiple channels. These channels can vary according to the company’s marketing strategy but generally include social media, websites, mobile applications, traditional media channels, and various digital platforms.

Omnichannel marketing allows a company to promote its brand and services to customers through the channels they spend the most time on. Thus, companies can implement a strong marketing strategy by taking relevant steps according to customers’ preferences and needs.

Why is Omnichannel Marketing Important?

Why is omnichannel marketing important? To explain this question with an example: Research has shown that customers who shop from B2C e-commerce sites use at least 3-5 channels.

For example, a customer might first search for a product on a search engine, then check the relevant brand’s page on social media, and finally go to a forum or review site to read user reviews about the product. In the final stage, the customer finds the product on the e-commerce site and buys it.

This process allows customers to make more informed decisions by gathering information from different platforms. Additionally, it offers brands the opportunity to interact with customers at various touchpoints.

Examples of Omnichannel Marketing

There are many examples of omnichannel marketing globally. However, each brand may have different omnichannel marketing strategies. Here are some examples:


BestBuy typically follows a strategy focused on both physical stores and online stores. However, they created offers for customers to explore smart home technology solutions and paired these with free in-home consultations, thus enhancing both user and store experience.

For instance, they developed innovative solutions to make shopping easier for customers via catalogs or QR codes on the street through their mobile app. They also offer a service that allows products purchased online to be picked up from physical stores. Moreover, they simplify the end-to-end customer journey with 24/7 customer support.


Nike’s omnichannel ecosystem approach extends the brand experience and provides customers with content, offers, and community interactions. For example, the SNKRS and Run Club apps facilitate face-to-face meetings, running groups, and events while engaging customers with individual exercises and fitness programs.

Advantages of Omnichannel Marketing

The advantages of omnichannel marketing vary depending on the strategy. However, the benefits of a good strategy typically include:

  • Better Customer Experience: It increases customer satisfaction by providing a consistent and seamless experience across all channels.
  • Personalization: It allows the collection of customer data from different channels, understanding customer preferences and behaviors, and thus personalizing marketing messages.
  • Convenience: It enables customers to interact with the brand through their preferred channel, making shopping and communication easier.
  • Competitive Advantage: It distinguishes your brand from competitors by offering a smooth and personalized experience, attracting more customers, and increasing loyalty.
  • Increased Sales and ROI: It improves sales by enhancing the customer experience, increases customer loyalty, and elevates customer lifetime value.

Omnichannel Marketing Strategies

Data Collection

Collecting consumer data is the cornerstone of the strategy. Use data collection tools to determine when, how, and on which devices they interact.

Data Analysis

Invest in analytics platforms to transform collected data into actionable insights. Optimize your campaigns instantly with real-time analytics.

Customer Journey Mapping

Create customer journey maps for target audience segments. These maps detail the steps of customer interactions and the purchase process, allowing you to create targeted campaigns.

Brand Guidelines

Develop consistent brand identity and messaging guidelines. Adhere to these guidelines across all channels and use brand monitoring tools to measure brand health.

Testing and Optimization

Continuously test and optimize your strategy. Use media planning tools that analyze “what if” scenarios to maximize ROI by evaluating campaign spending and messaging.

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