The Big Shift

The Omnipotent Power of Omnichannel Marketing

2 min read

Read the full article at IAB UK

by Kevin O’Farrell, Associate Vice President at Analytic Partners


  • Master omnichannel by integrating online and offline channels for seamless consumer experiences
  • Uncover the power of synergistic, cascading impacts on ROI across marketing channels
  • Harness data-driven insights to optimize omnichannel strategies and outpace competitors
omnichannel marketing

Embracing the power of omnichannel marketing is more critical than ever in our increasingly connected world. As consumers rely on seamless experiences across platforms, the pressure is on for businesses to step up their game. Analytic Partners’ latest research reveals that companies implementing an omnichannel marketing strategy can increase ROI by a staggering 32% compared to those who don’t. As Senior Vice President at Analytic Partners, Mike Menkes, explains, “It’s vitally important to understand the impact holistically, rather than looking at each channel or tactic in a silo.”

Omni-customers require omnichannel marketing

The rise of “omni-shopping” has significantly altered consumer behavior, making it crucial for businesses to think, plan, and measure holistically. This involves understanding the interplay between online and offline experiences and identifying macro factors that influence these relationships. To truly thrive in this ever-evolving landscape, brands must adopt a consumer-centric view, deeply comprehend indirect and cascading impacts over time, and leverage opportunities to increase presence and improve ROI. This goes beyond media buying and closes the loop with omnichannel measurement.

Actively shaping the future of the omnichannel experience requires creating a unified, holistic view across tactics and channels. This means considering each channel’s short- and long-term impact on consumers, from the beginning of their omnichannel journey to the end. By focusing on these key aspects, businesses can successfully navigate the challenges and complexities of an omnichannel world.

This shift in mindset towards omnichannel isn’t just a trend; it’s the key to unlocking new opportunities and driving long-term success. So, don’t miss out on the insights and strategies offered in The Omnipotent Power of Omnichannel Marketing to stay ahead of the curve.

It’s vitally important to understand the impact holistically, rather than looking at each channel or tactic in a silo.

Mike Menkes, Senior Vice President at Analytic Partners

Citation: O’Farrell, K. (n.d.). The omnipotent power of Omnichannel Marketing. The omnipotent power of omnichannel marketing | IAB UK. Retrieved March 31, 2023, from

Get the latest delivered to your inbox.

© 2023 Kenshoo, Ltd. All Rights Reserved. | Privacy Policy | Cookie Policy | Recruitment Privacy