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In the old days, the best way to reach the widest possible audience with your marketing essentially came down to one of two options: you'd pay for an ad that would run in front of a highly rated show on network television, or you'd take out an ad in a widely circulated local newspaper.

Oh, what a difference a decade makes.

These days, people's attention is more fractured than ever. They're not just watching TV when they get home from work at night. They're also scrolling through Facebook. They're browsing the Internet. They're playing video games or listening to streaming music. They're probably doing more than one of these things at the same time. Some marketers see this as a liability in that their jobs just got a lot harder. Others see it for what it really is: an opportunity just waiting to be taken advantage of.

Because with so many different new and exciting channels out there, this means that you also have more opportunities to engage with people than ever. That, in essence, is what omnichannel marketing is all about: creating a multichannel sales approach that provides the customer with an extension of their shopping experience wherever they happen to be, from your brick-and-mortar store to their desktop to their mobile device, smartphone and beyond.

What You Need to Know About Omnichannel Marketing


As stated, omnichannel marketing is all about leveraging every opportunity to connect with a customer to your advantage - regardless of where that interaction has to take place. But it's also about so much more than that, and one of the most important ideas is that you're also creating the most consistent and seamless experience possible.

In a larger sense, what this means is that all experiences that someone has with your brand - be they in the form of an interaction with your Twitter page or when stopping into your brick-and-mortar store - should be as consistent as humanly possible. Every piece of content you create should feel like it's coming from the exact same place, regardless of where it eventually "meets" the customer.

By providing customers with this kind of continuity-heavy experience no matter where they are or what device they might be using, it can dramatically increase your customer experience ratings across the board. It can also quickly become a genuine competitive advantage for yourself in an already crowded marketplace, because people know exactly what they're going to get from your business - regardless of where they are or what else they happen to be doing at the time. Note that this is also an incredible opportunity to build up a fair amount of brand loyalty, which is a very exciting position for any small business owner to be in.

If you'd like to find out more information about how to leverage the full power of a true multichannel marketing campaign to your advantage, or if you'd just like to discuss your own marketing goals with someone in a bit more detail, please don't hesitate to contact InfoStream today.