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February 12, 2025
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Imagine this: You discover a product on Instagram, click through to the website, receive a tailored email later that day and finally purchase your laptop. That’s not just clever marketing, it’s omnichannel done right.
Companies with strong omnichannel engagement strategies retain an average of 89% of their customers, whereas those with weaker strategies retain only about 33%, according to industry reports. In 2025, this is no longer a nice-to-have approach; it’s essential.
Customers today don’t think in terms of “channels.” They expect one continuous, personalised experience whether they’re scrolling social media, checking their inbox, visiting your website, or walking into your store. Omnichannel marketing is about creating that seamless journey, where every touchpoint feels consistent, relevant and connected.
In this blog, we’ll explore how leading marketers are mastering omnichannel strategies, what tools and tactics drive the best results and how to overcome common challenges. Whether you're starting or scaling up, this guide will help you create experiences that keep your customers engaged, wherever they are.
At first glance, omnichannel and multichannel marketing might seem interchangeable, but there’s a crucial distinction. While multichannel marketing means being present on multiple platforms (like email, social media and your website), omnichannel marketing is about creating a connected experience across those platforms. It’s not just about showing up, it’s about showing up together.
In a multichannel approach, each channel often operates in a silo. A customer might see an ad on Instagram, visit your website and receive an email later, but the messaging, tone and timing may not align. Omnichannel marketing removes these disconnects by unifying data and communication, so every touchpoint feels like part of the same journey.
This matters because today’s customer journey spans devices, platforms and moments. A user might discover a brand via TikTok, research on a desktop, engage via email and make a final purchase through a mobile app. Without seamless integration, these interactions feel fragmented and disjointed.
The power of omnichannel lies in consistency. It ensures that your brand’s voice, value and offers are aligned, no matter where or how a customer engages. In 2025, brands that deliver coherent and personalised messaging across every touchpoint aren’t just seen as professional, they’re seen as trustworthy.
We asked Mary Woodcock, Marketing Manager at Lickd, what advice she would give to marketers trying to prioritise the right channels for their campaigns. She said, “It always comes back to data! Test and learn all the way. If something works for you, great! Do more of that and optimise it to become even better.
Then turn your attention to the things that didn’t work so well and try different approaches until you find one that sticks. Constantly try new things!” This mindset is the backbone of any successful omnichannel approach.
Creating a successful omnichannel marketing strategy requires more than just showing up across platforms; it demands thoughtful integration, personalisation and a customer-first mindset. Here are five foundational components every brand should prioritise:
The first step is bringing all customer data into a unified system. Whether through a CRM or a Customer Data Platform (CDP), consolidating information from every touchpoint enables a single, actionable view of your audience. This foundation is critical for everything else to work; without it, personalisation and targeting fall flat.
Once your data is integrated, use it to deliver content that matches user intent and behaviour. From product recommendations to triggered emails, personalisation helps customers feel seen and valued, essential in a digital environment that often feels impersonal.
Each platform has its strengths. Social media thrives on short-form video and visuals, while email lends itself to direct offers and nurturing sequences. Optimising content by platform ensures your message lands the right way, in the right format.
A customer might watch your YouTube ad, then forget all about you, unless you reappear in their Instagram feed or inbox. Retargeting across platforms keeps your brand top-of-mind and encourages users to complete their journey, wherever they left off.
Whether a user moves from a Facebook ad to a product page or from your website to a live chat tool, the experience should be smooth. Frictionless transitions reduce drop-offs and make the path to conversion feel effortless.
A strong omnichannel strategy isn’t rigid; it’s iterative. Brands that stay curious, data-driven and willing to evolve are the ones that win.
A true omnichannel strategy doesn’t just involve using multiple platforms; it’s about knowing how to use each one effectively and cohesively. Each channel plays a distinct role in the customer journey. Here’s how modern marketers are using them:
From TikTok and Instagram to LinkedIn and YouTube, social media is the front door to your brand. It’s where discovery happens, communities are built and content gets shared. It’s ideal for storytelling, audience engagement and real-time trends.
Email is still one of the highest-converting marketing channels, especially when used to nurture leads and deliver personalised offers. With segmentation and automation, you can reach different audiences with tailored content based on their journey stage.
Your website is the anchor of your online presence, a space you fully own. It's where conversions happen, whether that’s a purchase, a booking, or a form submission. Landing pages, especially, help direct traffic from other channels into focused, goal-driven experiences.
Real-time communication tools like live chat, WhatsApp, or Facebook Messenger allow brands to connect instantly with users. They’re perfect for support, feedback, or pushing a time-sensitive offer.
Mobile apps offer an opportunity to deepen engagement and loyalty. With features like push notifications and personalised dashboards, apps can deliver hyper-relevant content and smooth user experiences that drive retention.
Even in a digital-first world, brick-and-mortar still matters. QR codes, loyalty apps and click-and-collect services bridge the online and offline experience, offering convenience and continuity. This is particularly important for creating full-circle customer journeys.
A strong omnichannel presence means showing up on the channels your customers use most and ensuring those touchpoints work together to tell a cohesive story.
While the benefits of omnichannel marketing are clear, implementing it effectively comes with real-world challenges. From tech limitations to resource strain, here are some of the most common hurdles and how to overcome them.
When platforms don’t communicate, it creates fragmented customer data. This leads to inconsistent messaging and missed opportunities. The solution? Invest in systems like CRMs or CDPs that centralise data and offer a single customer view across channels.
If your email says one thing and your social post says another, customers notice. Mixed messages erode trust. Establish brand guidelines and use automation tools to ensure consistent voice, offers and tone everywhere.
More channels mean more opportunities, but also more noise. Bombarding users across platforms can feel overwhelming. Avoid this by tracking frequency and preference. Let your audience choose how they hear from you.
It’s also important to stay adaptable. When asked what strategies or tools she found most effective when combating modern marketing challenges, Mary said, “Staying flexible and open to experimentation has been key. It’s easy to get stuck chasing one idea, but in digital marketing, the best results often come from testing and learning quickly. Having a good foundation in data, creative testing and audience segmentation has helped us pivot when needed.”
In a multi-touch journey, it’s tough to know which channel drove the conversion. Mary shares the reality behind complex tracking systems:
“It’s definitely challenging! One of the joys of working in a complex business is that everything takes more thought than expected. With different user types, pricing models and channels, it’s rarely a case of plug-and-play tracking.
Even when you feel like you’ve got it right, you usually uncover another layer that needs untangling. Add to that challenges like Universal Analytics moving to GA4 (which every marketer I’ve met seems to hate - myself included!)”
To address this, marketers are leaning into more advanced attribution models and tools that track journeys holistically rather than in isolation.
Managing campaigns across multiple platforms is time-consuming and can stretch your team thin. Streamline wherever possible. Focus on high-performing channels first and expand once you’ve mastered them.
Overcoming these challenges requires a mix of the right tools, flexible thinking and a customer-first mindset. Brands that stay agile and data-driven are the ones best equipped to build lasting engagement.
You can’t improve what you don’t measure. Success in omnichannel marketing depends on your ability to track how customers engage across platforms and understand which touchpoints drive real value.
Here are the key metrics top marketers use to evaluate performance:
Measure how users interact with your brand across different platforms. Are they opening your emails after seeing your social posts? Are YouTube viewers converting on your site? This shows how well your messaging flows across the customer journey.
An effective omnichannel experience should also encourage repeat engagement. Tracking retention across channels reveals how well you’re building loyalty and meeting customer expectations.
Not all conversions happen in one step. Using tools like Google Analytics 4 to map the multi-touch path customers take before converting helps you identify which platforms contribute most to the final decision.
Does your omnichannel setup lead to larger purchases? Customers who experience consistent messaging and tailored offers across touchpoints are often more likely to spend more.
CLV reflects the value a customer holds over time. According to Mary, CAC (Customer Acquisition Cost) and CLV are at the heart of sustainable marketing: “CAC and CLV should be top priorities for any business. Together, they give a strong picture of how sustainable our marketing strategy is, whether we’re acquiring the right users and delivering long-term value.”
Tracking these metrics offers clarity, not just on campaign performance, but on whether your entire omnichannel ecosystem is aligned with your business goals.
Behind every seamless customer journey is a stack of powerful tools working together to collect data, automate engagement, personalise content and measure performance. Without the right technology in place, even the most creative marketing strategy can fall short. Here’s a closer look at the essential categories of tools that bring omnichannel marketing to life:
To personalise experiences across channels, marketers need a unified, real-time view of their customers. That’s where CDPs like Segment and BlueConic come in. These platforms gather data from multiple sources, websites, mobile apps, email platforms, in-store systems and consolidate it into detailed customer profiles.
With this single source of truth, marketers can segment users more effectively, trigger automated campaigns based on real-time behaviour and maintain consistency across every touchpoint. CDPs form the backbone of any data-driven omnichannel strategy.
Personalised communication is great, but doing it manually at scale? Not realistic. Marketing automation tools like HubSpot and ActiveCampaign help marketers build automated workflows that trigger messages based on actions, preferences, or time intervals.
Whether it's sending a welcome email after sign-up, a cart abandonment reminder, or a re-engagement message after inactivity, these tools ensure timely and relevant communication. Plus, they often integrate seamlessly with CRMs and CDPs, creating a closed-loop system that enhances efficiency and customer experience.
Understanding how customers move between channels and what influences their decisions is key to optimising omnichannel efforts. Tools like Google Analytics 4 offer event-based tracking that maps out multi-touch customer journeys, while platforms like Looker allow for more advanced, custom visualisation of performance data.
These tools help marketers identify which platforms are contributing most to conversions, which campaigns are underperforming and where drop-offs occur. By measuring the right KPIs, brands can continuously refine their strategy and maximise ROI.
In a true omnichannel approach, brands don’t just speak, they listen. Social listening platforms like Brandwatch and Sprinklr monitor online conversations, track brand mentions and analyse sentiment across channels like Twitter, Reddit, Instagram and even TikTok.
These insights help brands stay ahead of trends, respond to feedback and join relevant conversations in real time. Listening tools are especially valuable for adjusting campaign tone, identifying emerging customer needs and strengthening brand relevance across social platforms.
To bridge the gap between online and offline experiences, brands need tools that unify purchase behaviour and reward engagement. Shopify provides an all-in-one ecommerce platform that integrates with email marketing, social selling and even POS systems for brick-and-mortar locations.
Meanwhile, loyalty and review platforms like Yotpo help brands turn happy customers into repeat buyers by offering rewards, referral incentives and social proof. These platforms not only drive sales but also feed valuable behavioural data back into the broader marketing system, fueling smarter decisions and deeper personalisation.
Together, these tools enable brands to deliver the right message to the right person, at the right time, across every channel. In an increasingly complex marketing environment, your tech stack isn’t just a support system; it’s a competitive advantage.
As technology continues to evolve and customer expectations rise, omnichannel marketing will undergo a significant transformation. Here’s what marketers should prepare for in the next wave of innovation:
AI is already transforming how brands tailor experiences, but in the next few years, real-time personalisation will become the norm. Expect hyper-specific product recommendations, predictive content delivery and dynamic creative that adapts mid-campaign based on audience behaviour.
This shift is already visible in how content is created and surfaced. When asked what new content strategies or formats they are using at Lickd to better engage the audience in a saturated market, Mary said this: “Tapping into advancements, especially around AI. For example, even just within SEO, things are changing rapidly and now content is tailored more towards making it into Google AIO with the most helpful, concise article rather than a long article stuffed with keywords.
You can forget about click-throughs on blog posts, as most people won't even make it to your article! If you're aware of this, you can start re-optimising to use AIO to your advantage. As a marketer, it’s crucial to be on top of these changes and ensure you’re doing whatever possible to be found in the right places. Because if you don’t, your competitors will.”
The future will belong to marketers who use AI not just to save time, but to meet users exactly where they are, with the right content, in the right format, at the right moment.
As brands explore immersive experiences, AR and VR will enable customers to try products virtually, explore branded spaces, or attend live events from anywhere in the world. These technologies will bridge emotional engagement and interactivity, something a static product page can’t achieve.
The growing adoption of smart speakers and connected home devices is changing how users interact with brands. Voice search will play a bigger role in discovery and marketers will need to rethink how they structure content and offers for voice-first environments.
With third-party cookies on the way out and users demanding more control over their data, privacy-first marketing will become critical. Brands will need to focus on zero-party data, information customers willingly provide, collected through interactive experiences, surveys, or loyalty programs.
Mary hints at this shift when discussing long-term challenges: “Cookies are going away, email engagement stats are hidden (thanks Apple!), and we’re seeing a growing apathy for personalised, targeted marketing. To survive these challenges, marketers need to find new ways to understand their users, win their attention and show ROI.”
To reduce dependency on platforms like Meta or Google, more brands will invest in owned assets, websites, apps, email lists and communities. These offer greater control, lower costs over time and a more direct path to customer relationships.
Tomorrow’s most successful brands won’t just talk at their customers, they’ll invite them in. As Mary points out, “Community-building will take centre stage. Users don’t want to be marketed to, they want to be involved in the brand journey.” Whether through Discord groups, branded social clubs, or interactive webinars, brands will prioritise connection over campaigns.
Omnichannel marketing isn’t just a trend; it’s a strategic necessity in today’s connected world. As customers move fluidly between devices and platforms, they expect their brand experiences to move with them, seamlessly, consistently and personally.
This blog has explored what omnichannel marketing really means, how it differs from multichannel and what tools and tactics are needed to succeed. From data integration and personalised messaging to automation and community-building, the most effective strategies are those that prioritise the full customer journey, not just isolated touchpoints.
A compelling omnichannel strategy doesn’t just maintain consistency; it communicates what makes your brand truly unique. As Mary explains:
“We’re lucky that we have a very strong USP, namely, copyrighted music licensing for YouTube. All of our competitors only offer royalty-free music, which is essentially a workaround to using copyrighted music. We can use big-name artists like The Weeknd, Ariana Grande, Sabrina Carpenter, Coldplay, Dua Lipa, Linkin Park and loads more, where competitors are stuck with ‘Piano track no.1’. Find your gap in the market or a problem that needs solving and focus on messaging that shows how your business helps your target audience.”
That focus on value, delivered clearly across every channel, is what sets leading brands apart.
In 2025 and beyond, the businesses that break silos, embrace technology and position their unique strengths at every customer touchpoint will not only retain loyalty, they’ll build advocacy.
Ready to build a strategy that reflects your brand’s full potential? Our team at Mr Digital is here to help you design powerful omnichannel experiences that drive results.
Joshua is a Senior Content Writer with a diverse background in journalism and storytelling. He has a passion for crafting engaging and informative content that resonates with target audiences. Joshua's experience in writing and his understanding of digital marketing ensure content is both captivating and effective in achieving marketing goals.
Avani is a Web Project Manager with a keen eye for detail and a proven track record of ensuring flawless project execution. Her background in software testing has provided her with valuable insights into identifying and resolving potential issues, ensuring projects are delivered on time and to the highest standards. Avani's experience and dedication to quality make her a valuable asset to any web development project.
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