An eCommerce buzzword, omni-channel marketing denotes a seamless, multi-platform consumer experience integrated amongst online and offline networks.

With 71% of companies using omni-channel marketing, shoppers are accustomed to engaging with buyers at retail stores, on websites, through mobile apps, and on social media. Customers expect the brands and companies they trust to connect with them in real time and across multiple platforms. As such, it has never been more critical for marketers to understand every touchpoint.

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Take, for example, the fictional Sarah. Sarah visits her favourite brand’s website to purchase a new dress, reserving it for later pick up at the label’s brick-and-mortar store. The next day, she arrives to collect her dress, verifying the purchase with a mobile app. Sarah is so pleased with her acquisition that she takes a photo of herself wearing it, posts the photo to Instagram, and tags the brand. Through omni-channel marketing, Sarah has interacted positively with four different sales channels.

Getting to know your customers wholly through omni-channel marketing is essential to your digital strategy, as is having insight into the online and offline impact of your decisions. Finesse these efforts now, or fall behind in 2016.