---
title: "Why you should engage in an omnichannel marketing strategy | Colour Graphics"
description: "Omnichannel marketing is growing evermore popular. But what is omnichannel marketing? And how can you use this strategy for your company?"
date: "2020-04-23T08:00:49+00:00"
language: "en-US"
canonical_url: "/blog/why-you-should-engage-in-an-omnichannel-marketing-strategy/"
source_url: "/blog/why-you-should-engage-in-an-omnichannel-marketing-strategy/"
content_type: "text/markdown"
---

![](/blog/wp-content/uploads/2026/04/a59bed55-04dd-47b8-b280-e23e881ebf63.jpg)









Working online is a

no-brainer.  It is the most powerful

route to the biggest market.  However,

you should not discard your [graphic printing services](/blog/). 

Reaching out to your audience with an omnichannel marketing strategy

will be your most powerful approach. 

Here we explore how to make the most of an omnichannel marketing

strategy for your business.

## Omnichannel versus multichannel

Although [both omnichannel and multichannel marketing](https://www.the-future-of-commerce.com/2017/09/13/omnichannel-vs-multichannel/) requires you to use many different

approaches to reach potential customers. 

However, there are some subtle differences in methods.  Multichannel refers to communicating with the

customer through various platforms, whether it is your store, a printed ad, a

promotional event or more.

Omnichannel takes

this idea of many platforms to the next level. 

If you are an omnichannel marketer, you are using many platforms to

create an integrated experience.  The

client approaching you on a mobile device should have a similar view in your

store and recognise the approach in your printed marketing. Communication with

the organisation will feel seamless.

## Customer-centred

Engaging your

clients in an omnichannel marketing strategy positions your customer at the

core of all you do.  As you want these

people to have a single view of your business, you need to think about what standard

details will move across your organisation. Multichannel approaches will

instead put the channel at the centre of marketing strategies.  For instance, your approach to social media

will be dictated by the site you use – and the design of your store will be

focused on the product you are delivering. 

Omnichannel approaches require a subtle shift to always considering the

customer first – and making your strategy coherent across the channels.

## Consistency rules

You may be drawn to

those moments of ostentatious design on a television ad or a poster.  However, if your marketing choice steps

outside those expected, you are not following an omnichannel approach.  You should be diligent in maintaining the same

messaging across your marketing.  You are

working with the heightened sense of familiarity – you are hoping that the

recognition of your brand approach will be instantaneous because the customer

sees it wherever they go.

## An effortless experience

Having lots of

platforms for your customers feels like you are making it simple to contact

you.  However, if the client needs to

adapt from one channel to another, you are feeding in a level of effort that is

not desirable.  Instead, you want the

similarity between channels to create a shorthand that reduces the effort in

the customer experience.  The more energy

required from an individual must apply, the more likely they will fall out of

your sales funnel.

## Connect your analytics

You want your

customer to have a single view of your organisation.  However, you also want the opportunity to

have a [single view of your customer too](https://www.mycustomer.com/hr-glossary/single-customer-view-scv).  There

are tech solutions available that help you to track a customer through

different channels with your company.  If

you send an email to a customer and they click on a link, this action can be

recorded.  The customers’ interaction

with your website can also be tracked, as well as any conversations with your

customer service team.

This all might

sound a little creepy.  However, the data

provided is an illustration of customer actions – not the individual

customer.  This helps you to design an

experience that reacts to the level of interest in your client.  For instance, if your customer spends a

minute or more on an item in your online store, you can automate the delivery

of an email that reminds them they were interested in this item.  Such technology automation is a reason to create

a loyalty system.  You can track exactly

what customers are interested in buying and tailor your offers to the

individual. 

The power of

omnichannel strategies is most powerfully demonstrated here.  As the customer engages across your channels,

you can continue to offer them a bespoke experience.  Data from all your silos, from your sales

through to your customer database to your click-through information can all be

collated to provide analytics and automation that could powerful improve your

marketing and sales approaches – as well as your product development.

## Summary

Although the success

of omnichannel approaches is accessed through consistency of experience, the power

is in its ability to individualise your work with clients.  The more effortless you can make movement

between channels, the more data you can collect to form a single view of your

customer.  You can then communicate with

your audience in a more individualised fashion while maintaining the

consistency of your message, font, design, user-journey.










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