‘Omni-channel marketing’ is a marketing strategy that targets consumers across all channels and devices as part of a seamless and consistent customer experience. An omni-channel strategy accounts for the likelihood that a consumer’s path to purchase may begin on one channel and/or device (for instance, a brand’s website on a desktop PC) and move to another channel and/or device (for instance, an ad on a mobile Facebook app). An omni-channel strategy operates under the assumption that, if marketers place their products in front of consumers on multiple channels and devices as part of one fluid experience, those consumers will be more likely to make a purchase.
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