What is Omnichannel Marketing?
Omnichannel marketing is a strategy where all customer touchpoints — website, app, email, social media, ads, in-store — are connected and coordinated to deliver a seamless experience.
The key word is connected. Most brands are multichannel (they exist on many platforms). Omnichannel means those channels actually talk to each other.
Why It Matters for Advertisers
Without omnichannel coordination, you end up wasting money. A customer buys your product, and the next day sees a retargeting ad for the same product. That's not just annoying — it's wasted impressions and burned budget.
Omnichannel fixes this by sharing data across channels:
- Suppress converters from retargeting campaigns
- Sequence messaging so ads, emails, and site content build on each other
- Personalize by behavior across all touchpoints, not just within one channel
The Attribution Challenge
The biggest practical challenge is attribution. When a customer sees a Google ad, reads an email, and converts via a direct visit — who gets the credit? Omnichannel strategies depend on multi-touch attribution models to understand how channels work together rather than measuring each in isolation.
This directly impacts how you evaluate ROAS and CPC across platforms.
Frequently Asked Questions
Multichannel means being present on multiple channels (email, social, website). Omnichannel means those channels are connected and share data, creating one continuous experience. A multichannel brand sends the same email to everyone. An omnichannel brand sends different emails based on what each customer did on the website or in the app.
It ensures your ads, emails, website, and in-app experience tell a consistent story. If someone sees a Facebook ad for a product, visits your site, and later gets an email — omnichannel ensures those touchpoints are coordinated, not repetitive or contradictory. This improves conversion rates and reduces wasted ad spend.
A customer browses shoes on your website, leaves without buying, sees a retargeting ad on Instagram showing the same shoes, receives an email with a discount for those shoes, and can buy them in-store with the same discount. Every channel knows what happened on the others.