Omnichannel marketing is a strategy that aims to create a seamless shopping experience from the first touchpoint to the last, regardless of the channel your customer is using. The point is that every time a customer has an interaction with your brand, or a touchpoint, it needs to feel like a continuation of the previous one.
The biggest difference between multichannel marketing and omnichannel marketing is where the customer lies in your strategy. Personalization in omnichannel marketing places your customers at the center of the entire marketing structure. At every touchpoint, your brand's messages adapt to exactly what your customer needs, as well as the channel they choose to communicate with.
By placing your customer at the center of your marketing strategy, not only is every message appropriate for the channel but also relevant to exactly where they are in the customer journey.
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