Knowledge of their customers’ preferences and interests is an important asset for companies. The identification and analysis of the touchpoints that connect them to their customers is therefore an important task. An omnichannel marketing system is the right tool for this, because it brings together all the systems and data involved, therefore enabling marketing managers to orchestrate customer experiences.
“Omni” comes from the Latin and means “everyone” or “all”. From a marketing point of view and as an addition to the channels, this refers to the inclusion of all touchpoints in the approach to customers. The touchpoints, which include the offline and online or digital channels, are both sales and information channels.
Omnichannel marketing is a new marketing discipline that considers the customer equally across all channels, whether for sales or information purposes. And this is the big difference from multichannel or cross-channel marketing. Because omnichannel marketing focuses on a seamless customer experience.
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