Blog : Omni-channel marketing

Omni-channel marketing focuses on creating a consistent customer experience. It connects the different channels where customers interact with a brand. Instead of treating each channel separately, it brings messaging, data and timing together. As a result, communication feels continuous and aligned.In this section, we explore how organizations coordinate their efforts. They combine email, digital media, mobile messaging, web experiences and CRM systems. This approach supports the full customer relationship. The goal is not just to cover channels. It is to make them work together to create real continuity across the customer journey.When done well, omni-channel marketing keeps context between interactions. Each touchpoint supports a broader experience. This way, messages are no longer isolated but part of a clear and consistent narrative.
Why Pay for an Audience You Already Own?
Mark Morin

Why Pay for an Audience You Already Own?

How over-investing in paid media and SMS can quietly erode your most effective channel.

Over the past few years, I’ve watched marketing budgets shift in a very predictable direction, particularly in how brands invest in and activate their owned audience. More money toward paid digital media, more experimentation with SMS, and more pressure to diversify channels and show visible activity. The intention is understandable. Marketing leaders want to be where their customers are, and no one wants to appear stuck relying on a channel that some still dismiss as old-fashioned.

What is less often examined is what this shift costs when the audience is already known, already reachable, and already owned.

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Marketing technology: The challenge of omni-channel orchestration
Mark Morin

Marketing technology: The challenge of omni-channel orchestration

The proliferation of marketing technology poses a major challenge

Not so long ago, the ecosystem of marketing technology – commonly known as “martech” – represented a range of a few hundred applications. Today, according to ChiefMartech.com, there are 6,829 marketing platforms. And this figure is probably underestimated since WordPress alone, for example, is surrounded by a universe of 54,000 plug-ins!

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Flèche d’or 2019 award nominees – our three campaigns
Mark Morin

Flèche d’or 2019 award nominees – our three campaigns

Each year, the Quebec Marketing Association (formerly the AMR) holds a competition to select the top marketing campaigns created by prominent brands and their agencies. Year after year, Strategies does quite well in the standings. Last year, we were awarded Best omnichannel marketing campaign. The year before, we were honoured as the Agency of the year.

This year, we have three campaigns nominated for an award (out of three submissions) for three of our clients. Check out the videos below to learn more about the nominees.

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Physical Meets Digital – How to Increase Marketing ROI [VIDEO]
Mark Morin

Physical Meets Digital – How to Increase Marketing ROI [VIDEO]

In today’s cluttered always-on marketplace, strong Marketing ROI is often illusive. One of the reasons is that as channels multiply, marketing communication becomes increasingly siloed. Digital on one side, traditional on the other. Same for social media, PR and event marketing.

With some many teams working independently, it’s a challenge to get everyone on the same page, delivering a consistent brand message regardless of the channel.

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About the Author

Mark Morin
Mark Morin
A passionate marketing communications strategist with over 35 years of experience creating powerful, effective and results-oriented campaigns, programs and content for national, international and global brands in beauty and cosmetics, tourism and travel, financial services, technology, business-to-business and more. /// Évangélisateur relationnel, auteur et formateur, plus d’une trentaine d’années d’expérience pratique dans la création et la gestion de campagnes de marketing relationnel.

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