Omnichannel Marketing Basics

With omnichannel marketing efforts, companies get to integrate both online and offline communication channels to market themselves, including websites, social media, email, billboards, flyers, and more.

This type of marketing approach creates a unified experience for the target audience on every single touch point that a company has with the customers, and ensures that the brand is present everywhere that the target audience is.

According to recent reports, most people have access to the Internet on approximately four different devices, and half of the population of the entire world is on at least one social media platform.

That means consumers are more connected than ever and have a lot more control over the purchasing process, as well as the way they can access information on the company that they want to do business with or want to purchase from.

That means what used to be a very simple shopping process in the past, now has become a buying journey that can span several days or even weeks, as well as multiple locations, times, and communication channels.


One of the most important elements of creating an omnichannel marketing campaign is for companies to learn a lot about the customers they are trying to target.

That means companies need to understand who the customers are on a deeper level, what they’re trying to achieve, where they’re coming from, and any challenges they’re facing.

To learn all this information, companies can use social listening tools, feedback from past customers, social media analytics, and more.

One of the most important factors that companies need to know about the target audience when trying to create omnichannel marketing campaigns is which channels does the target audience use to access the content that the company publishes.

According to research, some of the most popular communication channels include digital advertising, mobile devices, as well as business websites.

Tech Stack

These days, the marketing industry has been exponentially growing, which means the number of different platforms and tools that are available for marketing purposes has also been growing alongside it.

What that means is that it’s more important than ever for companies to identify which platforms and tools can work well together, so they can improve any and all of their marketing efforts, including omnichannel marketing campaigns.

When all of those tools are used to get all together, they’re called a marketing tech stack, and they tend to be different across companies and industries.

However, the most common types of platforms and tools that companies can use for their marketing efforts include customer relationship management software, email service provider, automation tools, analytics tools, content management systems, and conferencing platforms.

CEO at 5W Public RelationsDara Busch oversees 5W’s Consumer PR Practice, which includes Travel & Entertainment, Apparel & Accessories, Non-Profits, Home & Housewares, Health & Wellness, Mom & Baby, Beauty & Grooming, and Consumer Packaged Goods.