5 omnichannel marketing tips to help grow your business
With shopping habits rapidly evolving, it's more important than ever for your multiple marketing channels to work together to engage consumers and ultimately lead them to purchase from you. Enter omnichannel marketing.
A Harvard Business Review study of 46,000 consumers found that 73 percent now use multiple channels during a single shopping journey, engaging with an average of six or more touchpoints before making a purchase, up from just two touchpoints 15 years ago. Even customers in your physical store are part of this: a majority of shoppers research products online before or during an in-store visit.
As part of your digital marketing strategy, your brand likely already has various marketing channels. Omnichannel marketing is all about leveraging your multiple channels to deliver a seamless customer experience. This is where omnichannel goes beyond multi-channel marketing because multi-channel treats each channel as separate and independent. Omnichannel requires you to think through how each channel can complement another and work together to create a personalized experience for the consumer whether you're connecting with them through desktop, mobile devices or brick-and-mortar stores.
For example, a customer could be direct messaging with your customer service representative on Facebook and then purchasing from your website. Or, you text a customer an offer to compel the completion of his or her purchase after abandoning the shopping cart on your website. You want to offer a seamless brand experience regardless of platform and preferred buying method.
Omnichannel shoppers spend between 50 percent and 300 percent more than traditional shoppers. In addition, omnichannel marketing campaigns generate a purchase rate that's about 287 percent higher than single-channel campaigns. Companies with strong omnichannel engagement also retain about 89 percent of their customers, compared to just 33 percent for companies with weak omnichannel strategies.
Clearly, your brand should not miss the opportunities that omnichannel marketing offers. The following five omnichannel marketing tips aim to help you grow your business across platforms.
| What 2026 data shows | Why it matters |
|---|---|
| 73% of shoppers use multiple channels, averaging 6+ touchpoints | Single-channel thinking undersells how customers actually shop |
| Omnichannel campaigns see a 287% higher purchase rate than single-channel | Coordinating channels multiplies results rather than just adding them |
| Strong omnichannel engagement retains 89% of customers vs. 33% for weak engagement | Retention, not just acquisition, is where omnichannel pays off |
| AI shopping agents are an emerging touchpoint retailers are starting to plan for | Your product and business data need to be discoverable beyond your own website |
Research and understand your target audience
To create a successful strategy in omnichannel marketing, you must understand who your audience is so that you can effectively build relationships with them across channels.
Who are they? Where are they from? What are their goals and challenges? Which devices are they using? What content do they love? Which platforms and/or channels do they use most?
Social media listening, customer feedback (through surveys and otherwise) and your data analytics tools (such as Google Analytics and social media metrics) can arm you with the information you need to make smart choices about how to best engage with your audience.
Then, you'll want to use that information to segment your audience. This can include basic demographics, such as age, gender and so on. It also could be based on geographic location. There are many ways to segment your audience. Find out more.
Not sure who your target audience is exactly? Check out our seven tips.
Audit your technology
Depending on the software you're using for your point of sale system (POS), customer relationship management system (CRM) and so on, it might be time for an upgrade.
If your systems do not or cannot integrate, that can be an issue that will hinder your omnichannel marketing tactics and performance.
DailyStory (which features email and SMS text marketing, segmentation, personalization, automation and much more) integrates with your favorite applications, such as Shopify, WordPress, Salesforce, etc. You also can connect to thousands of other applications using Zapier.
So, when someone joins your subscriber list, a welcome email can automatically send. Or, if a customer abandons his or her cart on your website, an automated reminder can be sent to them via text or email. The sky is the limit.
Evaluate, choose your channels
If you're new to digital marketing (perhaps your business just launched), omnichannel marketing can feel especially overwhelming.
Start simple. Start small. Then, build and grow from there.
Identify up to three channels and develop a campaign that will run for a set period of time. Consider the potential touchpoints you'll have with your target audience on those chosen channels (hopefully the ones where your audience spends the most time). That way, you can stop hesitating, get something into action where you can then evaluate its performance and how you can improve for the next campaign.
Omnichannel marketing also involves customer service across multiple channels, so consider how you can best meet your customers where they are, whether that's Facebook Messenger, email, live chat, X (formerly Twitter) DMs, etc. See our five ways to improve your customer service for more on this.
Even if you have existing channels already in play, it's never too late to evaluate what channels are working and which might actually be hurting your brand reputation (because you can't spend enough resources on them to properly maintain). More isn't always better. Quality over quantity always. If a Facebook Group makes sense for your audience, our 12 tips to use Facebook Groups to grow your business can help you decide.
Optimize your content
Gone should be the days of copying and pasting the same social media post across platforms. Every platform (whether it's a social media network, your blog, videos on YouTube, you name it) should be treated uniquely. This can be based on the features available, target audience there and platform expectations. For example, going live on video and answering customer questions on the fly about a new product or service is something you could easily do on Facebook or Instagram. But you wouldn't do the same on TikTok, X (formerly Twitter), a mass SMS text message or even your blog.
Consideration for every place you publish content should be in play as part of your content marketing strategy in general, but it's especially important for omnichannel marketing.
Thinking through your content with the omnichannel lens, you want to offer:
- Engaging and personalized content that supports customers through each stage of their purchasing journey with you.
- Researched and information-filled solutions to help customers compare products or service and make decisions.
- A range of content that supports the needs of your targeted customer.
- Content that's optimized for the channel and device that it's being consumed on.
It's also worth keeping AI shopping assistants in mind as an emerging channel. As more consumers use tools like ChatGPT or Google's AI Overviews to research and compare products, having clear, accurate and well-structured product and business information helps ensure your brand shows up accurately when AI tools are part of a customer's journey.
While you're brainstorming, check out our seven tips to level up your overall content marketing.
Measure, measure, measure
Data is everything in omnichannel marketing. The only way you can improve and evolve your efforts is to track the performance of all omnichannel campaigns across platforms.
This isn't just about reading an analytics report. Consciously test tactics, request customer feedback and act on the information you're learning as you move forward.
Typical key metrics to monitor can include email open rate, social media engagement, sales conversion rate and customer retention. But it really depends on the nature of your omnichannel marketing campaigns themselves.
Don't forget to set goals at the beginning of each campaign. That way, you can have a better sense of whether your efforts are effectively growing your business.
In conclusion
If you're not leveraging omnichannel marketing in some way as consumers and technology (and buying habits) continue to evolve, you're missing out.
Think through how you can meet your target audience where they are and how those different channels can complement each other.
As you're exploring the potential of omnichannel marketing, consider leveling up your overall digital marketing with DailyStory. Features include automating various marketing tasks, dynamic audience segmentation and more. Schedule your free demo with us today.