Building profitable customer relationships requires marketing managers to be innovative in how their companies grow their influence and often that means new initiatives. These initiatives should focus on enabling customers to convert on any platform or channel. This allows a business to effectively reach more people because each customer (and potential customer) has his or her preferences. Omni-channel marketing embraces personalized messages to the consumer which builds longer-term loyalty and value. Without omni-channel marketing consumers notice a disconnect in their path to purchase which can, in turn, dissuade them from purchasing at all. Customers don’t evaluate a brand with the idea of “channels” in mind. If they can get free shipping through a brand’s Facebook shop but not from the same brand’s website, it just doesn’t make sense to them.

The benefits of omni-channel marketing are continuing to gain prominence for brands around the world. If implemented correctly, omni-channel marketing can lead to greater customer satisfaction, increased brand visibility, and can also generate new avenues of interaction with both prospective and existing customers.