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Why An Omni-Channel Marketing Strategy Is Important For Australian Businesses

Sonja the search queen working on an omni-channel strategy

20 July 2021
Sonja Pototzki-Raymond

Omnichannel Marketing may sound an awful lot like more unnecessary marketing jargon, but it is a worthwhile idea you could utilise it to streamline your customer experience. We are all about optimising and streamlining processes here at The Marketing Republiq and want you to understand the functions of omnichannel marketing so you can adapt it to your own business.

Firstly, what is omnichannel marketing?

Omnichannel is the idea of combining all your channels to create one centralised experience for your customers. Omnichannel marketing generates a seamless message which adapts to your clients based on their behaviour throughout the sales funnel. It aims to create the most pleasant experience possible for the purchaser. A brand should use a multichannel sales approach for a unified shopping experience. It’s designed for seamless transition between brick and mortar shopping, desktop and mobile purchasing. It takes the individual customer experience to the next level by sending a relevant message to the consumer regardless of how they have engaged with the brand.

What are the various digital marketing channels?

  • Search Engine Optimisation (SEO)
  • Paid Search (Google & Bing Ads)
  • Social Media – Paid & Organic
  • Email Marketing (EDM)
  • Display & Remarking
  • Content
  • SMS Updates

Omnichannel marketing will utilise digital marketing channels and traditional marketing channels, like in-store, signage, print, broadcasting, mail or telemarketing.

How channels can work together

A customer’s experience with your brand is more personal by having a unified message across your marketing channels. By streamlining your content, you are building a stronger relationship between you and your customers.

The channels work together when a shopper in-store receives an email or text message from the company about a promotion or redeems points on their mobile phone. Furthermore, they advertise through email and simultaneously, coupons arrive in your mailbox.

Omnichannel marketing ensures recently viewed products on a mobile app or Instagram will appear when the customer is browsing the website on a desktop. As the customer moves through your points of sale, no matter what channel, each is updated with their latest behaviour.

The point is to create one unified brand voice across all channels, from the first touchpoint to the last.

How does Omnichannel Marketing Differ from Multichannel Marketing?


Whilst similar in name, the objective behind both approaches differ. Multichannel marketing acknowledges the differences between each marketing channel and adapts its brand message to suit. Each channel has its own strategy and goals and often doesn’t take the customer’s buying ease into account. Multichannel marketing ultimately puts the company at the centre of the strategy, then sends out messages.

Whereas omnichannel marketing focuses on the customer’s individual experience, then sends out messages. It places the buyer in the centre of the strategy and lets the message adapt to how they have interacted on the various channels.

With omnichannel marketing, you are putting your customers’ needs first. By making the viewing and purchasing process seamless and easy, they are more inclined to follow through with a sale.

By adopting an omnichannel marketing approach, you are adding value to your clientele. What is in the rest of your digital marketing strategy? If you don’t see results from your digital marketing efforts, it may be time for an audit. Book a free strategy call with us to discuss how we can transform your business and get you the leads you deserve.

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