5 Features to look for in Omnichannel Marketing Platforms

As a business owner and marketer, you are always looking for the best ways to transmit messages across multiple channels. The biggest problem with the multichannel approach is that you have to set up and control every channel separately. Each may be assigned to different departments and individual channels may have their own tone, appearances, and goals. The end result is that customers may not notice disparate channels.

Omnichannel marketing provides the most comprehensive way to combine customer touchpoints into one profile, helping you to get your message out to the platforms and sales channels your customers use.

Today, customers determine the channels and devices through which businesses can reach them. After that, it all comes down to whether or not the marketer can come up with a strategy that involves all contact points.

The Omnichannel Marketing Platform Solution

The right omnichannel marketing platform can help you promote your products across all channels and devices.

Businesses and marketing experts are aware of the problem of ineffective and low-quality ads, however, the challenge of creating a comprehensive picture of their marketing efforts across multiple channels and devices has remained a puzzle. That is why there is a need for a unifying platform that shows what is happening with the campaign in real time.

This problem is solved by omnichannel marketing platforms. One such platform enables marketers and business owners to discover cross-channel customer insights, analyze performance in self-service or cloud-based tool, implement various campaigns across different devices, and etc.

Businesses can also use the platform to gain insights into their competition. They can discover how they are reaching their customers to better inform their strategy.

What to Look For in an Omnichannel Platform

Here are the five capabilities you should look for when choosing an omnichannel platform:

1.Omnichannel Links Online & Offline Channels

One of the greatest advantages of omnichannel platforms is that they give you the ability to unify your online and offline channels. As you know, more channels mean more opportunities and more opportunities means more sales and profit.

Whether customers visit a physical store or a website, whether they connect through social media, a mobile app, a printed catalog or via phone, marketers have to provide a great experience, regardless of the device and channel they use. Physical stores will no longer have to carry inventory. Customers will still visit stores to ensure they can get products in the right color or size or to see what a product looks like, however, we are moving toward a system without a long line, where an employee will take care of the orders when the customer is ready. The order will be sent online and the purchase will be delivered to customers’ doors.

The popular UK fashion retailer – Oasis has provided in-store employees with modern iPads to offer buyers with accurate product information and a quick checkout system.

2.Excellent Shopping Experience Across All Channels

Stop for a second and imagine how your online store, your social media profile or your mobile app look from your customer’s perspective. If all of your channels don’t have a consistent branding or a similar design, the customer may not choose your brand because you look completely different and all over the place.

A good omnichannel marketing strategy makes sure that your brand appears the same across all channels.

The best way to control this is to review and test the experience your buyers have as they interact with your brand. You can search for your products and see what pops up in the listings. You can also try and place an order through the channels and conduct a few testings to ensure you are reviewing every way potential buyers could be introduced to your brand. The Disney website has gone omnichannel for a few years now. Their website is mobile-responsive, appealing, and carries through to the smallest details.

Take a look:

3. Improved Customer Engagement

If you want shoppers to pay attention to you, you must give them something they want. At this point, your marketing messaging is important, however, keep in mind that not all buyers will respond to an email or push notification. It is essential to personalize the message with the information you have gathered in your omnichannel presence. For customers who have bought your products before, you will want to create a message that invites them to come back. You can recommend a product that is similar to what they have purchased before. Anytime you can make your buyers feel they are getting special attention, you are going to increase customer engagement. With an omnichannel strategy, your options are even more expanded.

A great example is the Starbucks reward program. Customers can get a free reward card and win points every time they purchase something.

4. Analyzing the Buyer’s Journey

Marketers have many responsibilities, however, one very important one is understanding who the customers are, their journey, as well as, their experience. By analyzing the information that is relevant to your marketing strategy, you can segment your audience. Omnichannel provides you with the widest selection of information from different channels and platforms.

As AIM of Artificial Intelligence Marketing continues to evolve, business owners have access to better tools that capture customer information and build buyer personas.

5. Data Collection

You can’t analyze or understand the buyer’s journey without a big data collection.


Think of omnichannel like a big vacuum cleaner, capturing customer data from all possible channels and platforms. With larger amounts of information, you need to find a way to obtain insights. Also, you must find the best ways to use all that data.

The Bottom Line

With the rise of AIM, business owners and marketers can learn more about their customers’ behavior, shopping habits, and automate timely and accurate responses, wherever the customers are and via whatever device they use.

It is important to bring all of your platforms and channels together with one consistent branding. Where multichannel is an excellent strategy, omnichannel is one step closer to a personalized customer relationship.


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