Omnichannel Marketing & the Synergistic Impact

It’s that Friday night, you’re surrounded by textbooks and immersed in homework, maybe you have the T.V. on in the background, providing white noise are you chip away at your work. In the background you hear the commercial for pizza, it sounds delicious, you look up to the sight of melt cheese and savory pepperoni and it hits you, you are starving and you want, more than anything else, pizza! But how can you stop in the middle of you homework to go pickup pizza or even make the annoying phone call to a teenage pizza delivery boy who couldn’t careless about your precious pizza order. What do you do? Just make your life easy and order online at Papa John’s or better yet just Tweet Dominos and enjoy the savory tasted of victory!

The idea of omnichannel marketing is becoming more and more recognized by marketers as an essential way to connect with and improve the customer experience. It is crucial for brands to create “an integrated customer experience,” reduces the number of “micro events” and allows for customers to have “one smooth interaction” (Newman, 2015).

Ominchannel simply put, “means that your business markets across as many channels as it can to reach the target audience. From websites and email, to social media and print, every channel presents an opportunity to market” (Morrison, 2015). This idea of the omnichannel is similar the connecting across media framework (“Integrated” in Integrated Marketing Communication presentation, 2016).

Screen Shot 2016-02-27 at 11.37.48 AM

The idea of synergy is a popular idea. Apple incorporates this into their products ad marketing communication, which has proven to be highly successful. As people’s lives get increasingly busier, they will continue to insist that their brands do more for them. This increasingly busy lifestyle is turning consumers off of traditional shopping, omnichannel helps to create “an easy transition between online and bricks-and-mortar locations” (Newman, 2015).

Screen Shot 2016-02-27 at 11.38.47 AM

Another prime example of a company that is excelling at omnichannel marketing is Starbucks. The “company does an excellent job in providing a seamless user experience across all channels” (Trout, 2014). Starbucks customers can use phone application, Starbucks website and in store to check, manage and reload their Starbucks card balance. They can transfer funds, earn rewards, and even receive email updates and offers from Starbucks.  With the addition of Starbucks’ mobile order part of the app customers are  now able to do their entire transaction via their phone application and just pop in and pick up their drink from the counter. This omnichannel retail experience allows for the marketing communication to also be omnichannel, from the cardboard photo booth cutouts at the drink bar, the email offers sent through the app, and a host of other ways to connect and market to the consumer.

Company’s are more and more recognizing the importance of cross channel and omnichannel marketing and retail experiences. As communication specialists and consultants it is vital to understand the new and developing ways to connect with consumers.


“Integrated” in Integrated Marketing Communication presentation, 2016.

Morrison, K. (2015, April 23). How Companies Are Using Omni-Channel Marketing to Reach Customers. AdWeek. Retrieved from

Newman, D. (2015, November 3). The Top 10 Marketing Trends That Will Define 2016. Forbes. Retrieved from

Trout, J. (2014, May 14). 5 Excellent Examples of Omnichannel Retailing Done Right. Multichannel merchant. Retrieved from

This entry was posted in Uncategorized. Bookmark the permalink.

2 Responses to Omnichannel Marketing & the Synergistic Impact

  1. Eric says:

    Hi Christina,

    Omnichannel marketing is extremely crucial for effective brand integration in today’s market, especially when companies each possess multiple social media avenues and websites to access their business from. I think your pizza example is especially effective, because it creates even more ease of access with just a click on one’s computer or a tap on one’s phone. Food and drink are definitely the prime areas in which this instant gratification of goods and services is most evident. Smartphone apps have undoubtedly increased connectivity and ease of online shopping to a huge degree. The companies who make the biggest impressions nowadays seem to be those that immediately establish themselves on various social media sites and app stores, making themselves as accessible as possible (especially for fast-paced lifestyles).

  2. Karen says:

    Christina, I have been guilty of ordering online or using a mobile app for my food!
    I don’t have difficulty communication with the person on the other land, but if I don’t have to talk to someone, I really would rather not!

    For instance, I use to get order Chipotle a lot and well, and food really doesn’t get faster than that, you walk through the doors, place your order and literally have them ‘make’ it for you right there and then. You pay and you’re on your way out in minutes. Yet, I have used the Chipotle app multiple times to place my orders.

    Another thing is, you don’t need the number of the place anymore, on the web or mobile phone, you turn on your GPS and it links you to your closets location. Omnichannel marketing is something that is growing to be an expectation in order for companies to stay competitive.