Brands risk losing customers without seamless omnichannel marketing

Disconnected online and offline strategies could alienate consumers.

As consumer expectations evolve, brands that fail to integrate their online and offline marketing strategies face the risk of losing customers. According to Eucel Maximo, Director of YCP Interactive Solutions, businesses are under growing pressure to provide a seamless omnichannel experience or risk falling behind their competitors.

“Back then, brands had separate teams for offline and online marketing, each with different strategies,” said Maximo. “Now, we’re seeing brands and marketers consolidating their brand experiences, making the transition between offline and online seamless. The customer journey just feels more connected.”  

“Consumers expect that if they reserve online, they can pick it up offline,” Maximo explained. “With tools that are readily available today, there’s no excuse for brands not to invest in a connected omnichannel strategy.”  

As consumers become more demanding, the pressure on brands to provide a flawless omnichannel experience has grown. Maximo emphasised that this is no longer a “nice-to-have” but a baseline expectation.  

Looking ahead, Maximo sees omnichannel marketing becoming even more streamlined in the coming years, with AI playing a critical role. “AI will be both in the forefront and the back end, influencing consumer decisions and personalising the experience,” he said.  

Influencer marketing is also poised to become a major pillar of omnichannel strategies. “Influencer marketing is unique because it can integrate awareness, consideration, and conversion into a single piece of content,” Maximo said. This allows brands to deliver a complete funnel experience in one video, making it a crucial tool in omnichannel marketing.  

Maximo pointed to statistics showing that 70% of consumers trust influencers when they promote products. “With platforms like TikTok and Instagram Reels, we’re seeing a decentralised approach to omnichannel marketing that incorporates influencers as a key driver of engagement and trust,” he explained.  

As brands continue to refine their omnichannel strategies, Maximo predicts even greater integration between online and offline channels, with fewer brands relying on separate strategies. “In the next few years, we’ll see these lines blur even further, with omnichannel experiences becoming more fluid and flawless,” he said.