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Definition
Omnichannel marketing refers to the strategic integration of all the possible points of contact between customers/prospects and the marketer and/or marketer’s products.
These include the channels for media (including social media), sales, distribution, and customer support.
The objective is to create consistent, seamless interactions that together lead to a more impactful overall experience that increases customer satisfaction and sales.
Omnichannel marketing extends the related practice of integrated marketing communication beyond media messaging. By its nature, omnichannel marketing campaigns benefit from coordinated promotion and sales activities that deliver the desired customer-centric experience.
References
- Common Language in Marketing Project, 2022.