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[VIDEO] What is Omnichannel Marketing & Why is it a 2022 Trend?

Omnichannel marketing is not just a trend but critical because it’s the only way to reach audiences online and offline.

By: Michael Brito

Category: Content

Omnichannel is an approach to marketing that seeks to provide customers with an integrated shopper journey, regardless of which channel they are shopping from.

If you work in sales, you might call this omnichannel marketing. If you work in marketing or PR, you simply call this integrated marketing. Whatever you decide to call it, the traditional purchase funnel that you might have learned about in Business School is outdated. It’s not linear, and it never has been. Consumers today use multiple channels and multiple devices on their path to purchase, according to Harvard Business Review.

The best way I like to describe this is that marketers and brands must surround sound their audiences with consistent and repetitive community content that reinforces a particular message.

The keyword here is surround sound which means a lot of different things to a lot of different people. The key question you have to ask yourself is are you moving consumers down the path to purchase:

  • when they see a billboard driving up and down Highway 101
  • when they scroll through their feeds and see sponsored posts
  • when they Google relevant keywords and scroll through the results
  • when they read an article from fortune and your brand is mentioned

This may sound complicated but it really isn’t. Integrated marketing ensures that you have consistency across paid, earned, shared, and owned media channels.

The other keyword in my definition is repetition. Several research studies prove that consumers must see or interact with the brand message three to five times before they take action. Taking action can mean a purchase. It could mean a behavior change. It can also mean a perspective that shifts one way to another.

So, omnichannel marketing sounds cool. It sounds sophisticated and may even cause people who hear you mention it to Google it. But at the end of the day, it’s simply the integration of content, audience segmentation, and campaigns that are meant to reach users in the channels where they spend their time the most.

And omnichannel marketing is only a trend because it really is the only way to reach audiences online and offline.


I really hope you enjoyed this video. I do my best to create content that’s actionable and provides value to the work you do.

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