Let’s be real. The word “omnichannel” gets thrown around in marketing meetings more than “synergy” and “scale” combined. But at its core, an omnichannel campaign isn’t just about being everywhere—it’s about being in the right places, at the right times, with the right message. So how do you choose the best marketing channels without pulling out your entire media toolkit and trying to execute everything in it at the same time (an exercise in exhaustion and inefficiency)?
First, let’s take a step back and envision the thinking behind the smartest omnichannel approaches.
Start With Strategy, Not Tactics
Before you fall in love with TikTok unboxing trends or a shiny new email platform, pause. Channel-first thinking is a fast track to fragmented campaigns that feel disjointed to your audience—and tiring for your team. Instead, the strongest omnichannel campaigns begin with a crystal-clear marketing goal.
Ask yourself:
- What is our overall objective? (Brand awareness? Sales? Engagement?)
- Who exactly are we trying to reach? (Gen Z sneakerheads? Working moms in the Southeast?)
- What’s the core message we want them to learn?
- What is the best timing?
Then, curate the marketing channels that carry that message most effectively.
Don’t forget to account for scalability. If you’re running a national campaign, your strategy may skew toward high-reach digital channels like internet over-the-top (OTT) and social ads, whereas local strategies may deploy targeted direct mail, event signage, and plenty of community touchpoints.
Know Your Audience—and Their Journey
Next, consider the people you want to reach. Your audience isn’t static; they are constantly on the move. They scroll, click, walk past signs, binge Netflix, and ignore emails (don’t we all?).
Mapping out their behavior across touchpoints is critical. A first-time buyer’s journey might begin with a Facebook ad, followed by a retargeting banner, then a product sample at a pop-up event, and finally a conversion via email. This blend of different media channels helps to reach them while they’re at different points in the decision-making process.
In fact, each stage of this sales funnel can and should influence your channel decisions. Generally, specific channels can deliver messaging that’s effective for different goals (although many can cross over):
- Awareness: Social, display ads, print signage, direct mail
- Consideration: Email, influencer endorsements, blogs
- Conversion: Retargeting, paid search, in-store promotion
Don’t forget your audience’s location, either. Depending upon where they live, your audience may respond differently to different channels. Urban dwellers may engage well with subway ads and mobile geo-fencing while they’re awaiting their train. Suburban audiences? Try direct mail and event sponsorships. And yes, Aunt Susie in Florida might still love her coupons. Make sure to take these nuances into account as you plan your mix too.
Related: How to Develop a Successful Multi-Touch Marketing Campaign
Popular Channels and What They Do Best
Digital Channels:
- Social Media: Ideal for awareness, engagement, and user-generated content.
- Paid Search: Best for high-intent moments—when someone’s already looking for you and wants to get to you quickly. This channel is a converter.
- Email: Reliable, direct, and perfect for nurturing leads or reactivating lapsed customers.
- OTT: Great for targeting cord-cutters with precise, TV-like video ads that create awareness.
- Display: A staple for visibility (awareness) and retargeting. Bonus points for animated banners that capture more attention.
Traditional Marketing Channels:
- Print Ads: Tangible, tactile, and trustworthy, especially in niche publications or high-touch industries.
- Direct Mail: Surprisingly effective when done right with personalized messaging. Direct mail is great for building awareness. It also has staying power and cuts through the digital noise for brand reinforcement.
- Signage: Think window displays, in-store graphics, billboards—top-notch for brand presence, local engagement, and foot traffic.
- Local Sponsorships: Show your community spirit and build brand goodwill to engage residents and strengthen trust.
Phygital Examples (Physical + Digital = Marketing Magic)
- QR Codes on Print Collateral: Bridge offline-to-online with an irresistible CTA that pulls people to your site (hint: don’t make it just your homepage).
- Geo-Fenced Direct Mail: Send personalized mailers to people who walked past your store last week and landed on your site. Send them to their own personalized landing page. Yes, it’s as cool as it sounds.
Frameworks to Help You Prioritize Channels
Feeling overwhelmed by all the options? Use these simple frameworks to streamline and optimize decisions:
- Budget vs. Impact: Rank each channel by expected reach and ROI versus cost. Sometimes one well-placed ad outperforms an entire campaign’s worth of noise.
- Funnel Mapping: Lay out your customer journey from top to bottom and assign the best-fit channels to each stage. The result? Cohesive messaging and smarter spend.
Avoid These Common Mistakes
Let’s keep your omnichannel campaign from becoming a mess:
- Chasing Trends Over Relevance: Just because a platform is hot doesn’t mean it’s right for your brand (even if your intern insists you need a BeReal strategy).
- Ignoring the Local Layer: Your message might shine in New York but fall flat in Boise. Customize by region, especially for retail and service brands (hint: use a brand management platform for national branding that’s localized by store).
- Using Every Channel “Just Because”: Omnichannel does not mean “be everywhere.” Although it can be difficult to pull back, strategic restraint is your secret weapon.
- Overtaxing Your Resources: Do you have the in-house talent for a TikTok strategy, or should you call in the pros? Don’t stretch your team thin—prioritize based on your actual bandwidth.
Related: 8 Ways to Master the Multi-Channel Marketing Mix
Strategy First, Channels Second
Choosing the right marketing channels for your omnichannel campaign is like casting a successful film: you want the right actors in the right roles. Lead with strategy, understand your audience, and select channels that match both the message and the moment.
Need help building and executing an omnichannel campaign that works from the 30,000-foot view down to the street corner? We’ve got you covered. We’re pioneers in phygital marketing (physical + digital), and our brand management platform, Ignition, can help keep your omnichannel marketing organized. From digital wizardry to print brilliance, our end-to-end solutions ensure your brand hits every note—on every channel.
Ready to make your marketing sing? Let’s connect.
