Let’s set the scene: You know how dating shows sometimes whisk contestants away to a tropical destination? Maybe this time you're watching (it's your guilty pleasure, no shame) and it's St. Thomas. White sand. Blue water. Looks really good. So you check your favorite travel site to see what’s available. Interesting options, but you’re not ready to book. While looking at Instagram on your phone you see a targeted ad for the company’s app. You download, browse a little more in the app, and see a deal on a hotel in St. Thomas. You save it for later. About 8 days later, you get an email from the company about discounted room rates.
By this time you’re just about fed up with winter and that email couldn’t have come at a better time. You use your work laptop to go back into the site, find the saved hotel ready to go, and book your stay. It took a few weeks, a couple of different screens, and multiple channels. That’s exactly what omni-channel marketing looks like today.
Omni-channel marketing is engaging with consumers across all of the different channels they frequent. There's been a shift in marketing, and the linear conversion process is gone. It’s the natural progression of this shift: your users call the shots when it comes to how and where they want to engage with your brand, and it’s your job to keep up.