Page 2 - 2023 Omnichannel Marketing Handbook

Omnichannel Marketing:

The Evolution Continues

A must for inbound and outbound success, omnichannel marketing
is the careful coordination of messaging, targeting, and optimiza-
tion strategies across multiple devices and content channels.

Through omnichannel marketing, brands and agencies can:
• Onboard CRM data for ad targeting through multiple platforms

and channels – directing integrated ad messages to precise,
pre-selected groups.
• Coordinate campaigns across channels. For instance, marketers
can sequence, cap, or suppress campaigns across web, mobile,
social, connected TV, OTT and direct mail.

• Measure and optimize campaigns through data-driven strategies, We can’t forgo physical spaces or experiences altogether, of course.
such as comparing targeting data to in-store purchase data. They can be just as important in the omnichannel equation as digital
interactions, depending on the brand and product type. Companies
that excel in omnichannel have embraced a “phygital” approach
Digital dominance
– one that combines physical and digital interactions to deliver op-

Omnichannel marketing as we know it now focuses primarily on the timal experiences.
expanding universe of digital channels. The pandemic turbocharged
the use of apps, streaming services, and online shopping options in Privacy concerns abound
practically every industry and region. If it is done well, omnichannel marketing delivers a consistent,
authentic, and personalized experience for audiences across all po-
Between November 2020 and April 2021, a McKinsey survey re- tential touchpoints, from originating in digital search to browsing in
vealed that industries saw an average of 20% growth in fully digital a brick-and-mortar location.
users – those who engaged with a brand exclusively online, with no

phone or in-person contact. But this is a huge “if”.

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