Omni-channel. Integrated. Multi-channel. What does this all mean when it comes to marketing? This approach is the view that marketers should not be limiting themselves to, or believing that a single marketing channel will solve all of their marketing needs. And not only that, each channel and platform should be unified, consistent in messaging and design, creating a seamless experience for the consumer.

Now in a world where consumers are exposed to so many channels and platforms, along with so much content at one time, it’s as hard as ever to cut through the noise. Omni-channel marketing reinforces your message, maximises exposure for your brand and/or campaign to assist in the consumer’s decision to purchase, rather than hoping or relying on your consumer seeing your message on one touch point.

Think about it. Before you’ve purchased a car, how many channels did you see the car advertised or promoted on? Three? Four? Most probably TV, Out Of Home, Point of Sale and word of mouth. And, all with the same design and messaging that you recognise one after the other.

How do you approach omni-channel marketing? To provide a truly valuable omni-channel experience, there’s a few things you’ll need to consider. What kind of content does your customer consume? Do you have a deep understanding of your customers and their behaviour? Are your marketing departments communicating effectively? Does your technology stack up? And are your landing pages up to scratch?

Here at Progress, we look at the bigger picture to create a targeted, thought out campaign that ensures consistency of your brand messaging across all channels. You might come to us thinking you want one thing, such as an email marketing campaign, but we'll work with you to understand your business and recommend the channels and communications that we think will have the biggest impact for your budget. What's more, we can test the reach and engagement of each of those channels so that we can use that information to deliver smarter creative and strategy, based on your audience's behaviour, when it comes to future campaigns.