#omnichannel

#omnichannel

Marketing teams executed an average of 209 campaigns in the past year (a 30% jump over the prior year), while B2C marketers ran an average of 541 campaigns. This explosion of activity reflects an omnichannel reality: the customer's path to purchase is no longer a straight line but a complex web of on-demand interactions across digital and physical channels. But the surge in activity hasn't solved the problem. In many cases, it highlights how poorly the funnel aligns with today's buyer behavior.

Walmart's digital business exploded 27% in Q3, driven by store-fulfilled delivery, marketplace expansion, and aggressive investments in digital infrastructure. The company spent $18.6 billion on capital expenditures this year, much aimed at logistics and technology supporting same-day delivery and pickup. CFO John David Rainey emphasized "enhancing the digital customer experience" during the earnings call. Costco's e-commerce grew 13.6% in F4, solid but far slower than Walmart's pace.

The Trade Desk, a leading technology company headquartered in the US, has unveiled its operations in India. Former Truecaller marketer Tejinder Gill has been hired as the company's India general manager to lead the business and growth strategy. Even as the India plan is being cobbled together, the programmatic advertising specialist company's chief exec and founder Jeff Green is also getting ready for the launch of its overhauled platform Solimar next month.

If you've been relying solely on email marketing to reach your customers, you're missing out on the channel they actually check most - their text messages. While emails sit unopened in overflowing inboxes, text messages boast sky-high open rates and immediate attention. Mailchimp SMS Marketing brings text messaging capabilities to the platform known primarily for email campaigns. As an add-on to Mailchimp's paid plans, SMS marketing lets you reach customers directly on their phones while managing everything from one unified dashboard.

While there are plenty of brands that knock traditional retail out of the park (Sephora, Drunk Elephant, Huda Beauty), the throughline is the understanding that every channel needs to connect, ensuring customers can find your brand wherever they are in the shopping journey. That means ensuring brands are searchable on Google, discoverable on TikTok, reinforced with reviews on Amazon, tangible at Sephora, and community-led with engaging content on YouTube.

Many marketers are curious about omnichannel advertising, but often settle for multichannel, where multiple channels are activated but not orchestrated into a cohesive strategy. In reality, most campaigns are still a patchwork of siloed tactics, but in a fragmented media landscape, simply showing up across channels isn't enough. Access is no longer the challenge. Coordination is. As identity signals fade and consumer journeys become increasingly challenging to track, marketers must shift their approach.

"At the time, omnichannel was just a concept on paper," says Sonderegger, who completed her studies at the University of Vienna in 2010.

pDOOH is moving from trial to growth, achieving a 30% usage rate among advertisers in China and expected to rank fourth among media channels by 2025.