With multi-channel, marketers simply had to ensure that they were engaging customers in whichever key battlegrounds pertained to their particular field.  Omni-channel is all of this and more. It’s all of these levels of customer interaction delivered as a concerted effort, as cohesive elements of the same interactive whole.

Marketing automation software gives you a platform on which to build, and it gives you a fighting chance at taking on the omni-channel pioneers at their own game.

Understanding your customers and understanding the routes they take as they navigate your services enables you to enhance their experience of your organization. Use the information gathered by your marketing automation platform to segment your customers, creating specific customer groups which can be targeted in different ways.