How Omnichannel Platforms Eliminate Chaos In Marketing

An omnichannel platform is a solution that unifies various marketing and customer communication channels into a single interaction system.

The problems that omnichannel platforms solve

Omnichannel marketing integrates all channels of interaction, whether online or offline. A customer may start a conversation in one channel, for example, in a website chat, and continue it in another, such as by email, while the entire message history is preserved. This enhances the personalization of communication and increases customer loyalty. An omnichannel platform is a unified marketing management system that collects data on all interactions, creates a single customer profile, and automates message delivery through the channels most convenient for the user.

The key components of such a platform include a CDP (Customer Data Platform) module for storing and consolidating customer data, tools for marketing automation (campaign creation and delivery), as well as analytics capabilities. The omnichannel platform gathers information about user behavior across different touchpoints (website, mobile application, offline store), correlates it with purchase and inquiry history, and saves everything in a unified profile. This provides the company with a complete view of the customer and enables the building of personalized interaction flows.

What is omnichannel?

Imagine that all your company’s marketing channels (social media, newsletters, messengers, personal account on the website, and even offline touchpoints such as stores) are unified into a single communication process. For the customer, it looks like this: they can start a conversation in a messenger, continue it by email, and then visit an offline location — and each subsequent manager will see the full communication history. Simply put, omnichannel means seamless interaction across any channels.

In other words, an omnichannel platform is a system that knows everything about the customer and communicates with them wherever it is most convenient. This approach makes the customer’s interactions easier and increases their satisfaction, while helping the business build a personalized marketing strategy and strengthen relationships.

Omnichannel and multichannel: what's the difference?

With multichannel, a business simply uses several channels (social media, messengers, phone calls, email, etc.), but these usually operate separately. A customer may contact the company through a Telegram chat or make a phone call, but these channels are not connected to each other, making it difficult for managers to track the communication history across different sources.

In the omnichannel model, all channels are integrated. This means, for example, that chats, emails, and phone interactions are stored in a single place, and the manager can see the complete picture of the customer interactions. To put it simply, in an omnichannel approach, the customer “moves” between channels seamlessly — the platform automatically links all these interactions. This simplifies marketing management and increases communication efficiency: the company can immediately see which channel the request came from and respond to the customer in the format most convenient for them.

An omnichannel platform unites all customer communication channels so that interactions are consistent and coherent. For example, if a customer receives information about a discount via email and then reaches out in chat, they will not be offered different terms. All information will be aligned, and managers will be able to see the full history of interactions. This improves service and helps build trust-based relationships. When channels operate separately, confusion arises, and the customer may receive inconsistent offers. An omnichannel system solves these problems and enhances the overall brand experience.

How does an omnichannel platform fit into a marketing strategy?

It allows you to:

Promote a campaign consistently across different channels. For example, a sale can be announced simultaneously in newsletters, messengers, and social media, while the platform tracks who responded and where.
Automatically tailor offers to the customer. Thanks to CDP, all data about the customer’s past behavior (purchases, visited pages, responses to newsletters) is stored centrally. The platform uses this data to send timely and relevant messages — for instance, a personalized abandoned cart message delivered through the channel where the customer is most responsive.
Manage marketing comprehensively. A single campaign management interface makes it possible to launch email, SMS, push notifications, and messenger messages simultaneously. You can control budgets and view analytics across all channels at once. This simplifies marketing automation and reduces manual work, since everything is done within one system.

What is an omnichannel system?

The terms omnichannel system and omnichannel platform are often used as synonyms. Typically, an omnichannel communication system includes a set of services (CRM, CDP, mailing modules, analytics modules) and a unified interface. Simply put, it is the technical foundation on which an omnichannel marketing platform is built. When the omnichannel approach is implemented, a company gains this system that connects data from different sources and provides managers with a single “workspace” where all customer inquiries are displayed regardless of the channel.

What is the role of CDP in an omnichannel platform?

CDP is an essential part of an omnichannel platform. It is a system that collects and processes customer data and creates their profile. This profile stores information such as contact details (email, phone number), reactions to campaigns, purchases, website behavior, demographic data, and other actions. When a new interaction occurs — for example, the customer clicks on a link, starts a chat, or makes a purchase — the system updates the profile by adding information about the event.

Thanks to CDP you can:

Personalize communications. By knowing the customer’s history, the platform can send a relevant message (for example, an SMS with an offer for the product the user viewed in the mobile app).
Segment the audience. You can instantly create a group of users by any criteria (status, location, activity) and launch a targeted campaign across all channels at once.
Analyze effectiveness. By combining data from CRM and advertising systems, CDP evaluates which communication chain led to a purchase and which channels turned out to be ineffective.

How to quickly understand what’s happening with your campaigns? We created our own system for collecting and analyzing data so you can get results without delays. The system processes data in real time and immediately displays reports. You can access the information you need for any period, as well as use 14 summary reports and 13 data grouping options to make analysis as convenient and accurate as possible. Learn more here.

Which channels does an omnichannel marketing platform integrate?

By definition, it encompasses all possible communication channels. In modern business, these typically include: email newsletters, SMS, push notifications in mobile and web applications, social networks and messengers (Telegram, WhatsApp*, etc.), websites with online chat, CRM telephony, as well as offline channels (POS terminals, call centers). An omnichannel marketing platform can work with any of them and build cross-channel scenarios. For example, if a customer adds an item to the cart in a web store (on a website), the platform will send them a reminder the same day by email, and a week later via a push notification — all as part of a single sequence.

The system also tracks omnichannel connections: if a customer previously wrote in a chat about a product and later called customer support, the platform sees both records and recognizes that it is the same person. Thanks to this, businesses can calculate how different marketing channels affect overall results and redistribute budgets effectively.

Which omnichannel platform should you choose?

Altcraft Platform is a comprehensive solution for automating marketing communications, designed to operate in omnichannel mode. The platform brings together all the essential tools: email, SMS, and push campaigns, messenger integration, real-time analytics, and CDP. Altcraft makes it possible to collect customer profiles from different systems and store the entire interaction history in one place.

The platform features all the necessary tools: customer database, statistics, and segmentation features. You can segment the audience based on profile data, geolocation, website activity, purchase history, and other parameters. All segments are updated automatically. The platform integrates with business processes, supports unlimited message sending, and offers a flexible API for connecting external systems. Book a demo to learn more.

Conclusion

An omnichannel platform is a unified marketing system for managing all communication channels. It consolidates customer data, automates campaigns, and ensures a consistent customer experience throughout the entire sales funnel. The mention of Altcraft here is not accidental: such products (sometimes referred to as omnichannel or CDP platforms) have already proven their effectiveness across many industries.

*Product of Meta, a company recognized as an extremist organization in the Russian Federation.