When you have the chance to interact with customers across a variety of channels, knowing that each has their own unique value and effectiveness, opting for one or even just a few isn't going to deliver the ideal results.

A multichannel integrated marketing strategy is certainly a start, but no matter how many channels you manage at any given time, you're bound to face limitations if these channels don't communicate with one another. Consumers are fluid in their digital behaviors, and brands need a marketing strategy designed to keep up with these various behaviors.

An omnichannel approach can offer a more consistent user experience, whether you're interacting on desktop, mobile, connected TV or in-person.