{"id":5374,"date":"2026-05-05T12:37:57","date_gmt":"2026-05-05T10:37:57","guid":{"rendered":"https:\/\/www.mentarossa.it\/?p=5374"},"modified":"2026-05-05T12:45:09","modified_gmt":"2026-05-05T10:45:09","slug":"strategie-di-marketing-omnicanale","status":"publish","type":"post","link":"https:\/\/www.mentarossa.it\/en\/strategie-di-marketing-omnicanale\/","title":{"rendered":"Omnichannel marketing strategies: coordinating Online and Offline channels"},"content":{"rendered":"<div class=\"wpb-content-wrapper\">[vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;][vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"518\" data-end=\"750\">When does a customer decide to buy something? It doesn\u2019t necessarily happen in front of a screen or inside a store. More often, it happens in between, along a chaotic, non-linear journey that today spans dozens of different channels. <strong>Omnichannel marketing<\/strong> exists to make that journey smooth, recognizable, and consistent, regardless of the customer touchpoint. As we often say, it\u2019s not about being everywhere, it\u2019s about being present in the right way, with a message that adapts to each channel without losing brand identity. The goal is to be where it truly matters: where your target audience can be reached. In a landscape where consumers interact with more than 50 touchpoints before converting, this is no longer a competitive advantage, it\u2019s the baseline requirement to stay in the market.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;]<style>.vcex-heading.vcex_69fc4667bd6f6{color:#ea4e57;}<\/style><h2 class=\"vcex-heading vcex-heading-plain vcex-module wpex-heading wpex-text-2xl vcex_69fc4667bd6f6\"><span class=\"vcex-heading-inner wpex-inline-block\">Why omnichannel is essential in 2026<\/span><\/h2><figure class=\"vcex-image vcex-module\"><div class=\"vcex-image-inner wpex-relative wpex-inline-block\"><img width=\"1200\" height=\"500\" src=\"https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Perche-lomnicanalita-e-determinante-nel-2026-Mentarossa-1.jpg\" class=\"vcex-image-img wpex-align-middle\" alt=\"\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Perche-lomnicanalita-e-determinante-nel-2026-Mentarossa-1.jpg 1200w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Perche-lomnicanalita-e-determinante-nel-2026-Mentarossa-1-300x125.jpg 300w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Perche-lomnicanalita-e-determinante-nel-2026-Mentarossa-1-1024x427.jpg 1024w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Perche-lomnicanalita-e-determinante-nel-2026-Mentarossa-1-768x320.jpg 768w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Perche-lomnicanalita-e-determinante-nel-2026-Mentarossa-1-600x250.jpg 600w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/div><\/figure>[vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"1371\" data-end=\"1485\">The distinction between online and physical stores is becoming less useful in describing real purchasing behavior. A customer might search for a product on Google, read reviews on Instagram, become increasingly convinced through a brand newsletter, visit a store to see the product in person, and then purchase online because of a discount. Or do the opposite, or all of this within a single hour.<br \/>\nCompanies that still manage these channels as separate silos, with different teams, messages, and data, end up speaking to the same person as if they were three different people.<br \/>\nWhat happens then? The user becomes confused, the brand experiences friction, and conversions are lost.<br \/>\nA well-structured <strong data-start=\"2076\" data-end=\"2100\">omnichannel strategy<\/strong> ensures coordination across all touchpoints, consistency in the customer experience, and a direct impact on revenue and sales. According to industry studies, omnichannel customers spend more and return more often than those who interact through a single channel.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;]<style>.vcex-heading.vcex_69fc4667c008a{color:#ea4e57;}<\/style><h2 class=\"vcex-heading vcex-heading-plain vcex-module wpex-heading wpex-text-2xl vcex_69fc4667c008a\"><span class=\"vcex-heading-inner wpex-inline-block\">Mapping the end-to-end customer journey<\/span><\/h2><figure class=\"vcex-image vcex-module\"><div class=\"vcex-image-inner wpex-relative wpex-inline-block\"><img width=\"1200\" height=\"500\" src=\"https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Customer-Journey-End-to-End-Mentarossa.jpg\" class=\"vcex-image-img wpex-align-middle\" alt=\"\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Customer-Journey-End-to-End-Mentarossa.jpg 1200w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Customer-Journey-End-to-End-Mentarossa-300x125.jpg 300w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Customer-Journey-End-to-End-Mentarossa-1024x427.jpg 1024w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Customer-Journey-End-to-End-Mentarossa-768x320.jpg 768w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Customer-Journey-End-to-End-Mentarossa-600x250.jpg 600w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/div><\/figure>[vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"2419\" data-end=\"2474\">Before choosing tools and technologies, you need a map. The <strong data-start=\"2480\" data-end=\"2500\">customer journey<\/strong> is the path a customer takes from initial awareness to purchase and beyond. Understanding i, and tracking how it evolves, means moving away from siloed, intuition-based campaigns and toward a structured approach based on real customer interactions.<\/p>\n[\/vc_column_text][vc_empty_space height=&#8221;20px&#8221;]<h3 class=\"vcex-heading vcex-heading-plain vcex-module wpex-heading wpex-text-2xl\"><span class=\"vcex-heading-inner wpex-inline-block\">The See\u2013Think\u2013Do\u2013Care model<\/span><\/h3>[vc_column_text css=&#8221;.vc_custom_1777536424653{margin-top: 0px !important;}&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"2792\" data-end=\"2956\">A useful framework for designing the customer journey is the <strong data-start=\"2853\" data-end=\"2880\">See\u2013Think\u2013Do\u2013Care model<\/strong>, which identifies four stages corresponding to different customer mindsets:<\/p>\n<ul data-start=\"2958\" data-end=\"3370\">\n<li data-section-id=\"193x14h\" data-start=\"2958\" data-end=\"3063\"><strong data-start=\"2960\" data-end=\"2967\">See<\/strong>: The customer is not yet ready to buy. Content should capture attention, not push for a sale.<\/li>\n<li data-section-id=\"10a4q0s\" data-start=\"3064\" data-end=\"3182\"><strong data-start=\"3066\" data-end=\"3075\">Think<\/strong>: The customer starts evaluating options, this is where SEO, comparison tools, and reviews come into play.<\/li>\n<li data-section-id=\"x9hbpk\" data-start=\"3183\" data-end=\"3259\"><strong data-start=\"3185\" data-end=\"3191\">Do<\/strong>: The customer is ready to buy and expects a frictionless process.<\/li>\n<li data-section-id=\"12pcc8v\" data-start=\"3260\" data-end=\"3370\"><strong data-start=\"3262\" data-end=\"3270\">Care<\/strong>: The customer has already purchased. The goal is to build loyalty and encourage repeat purchases.<\/li>\n<\/ul>\n<p data-start=\"3372\" data-end=\"3529\">Each stage requires different content, channels, and KPIs. Measuring only final conversions means focusing on just the last stretch of a much longer journey.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;]<style>.vcex-heading.vcex_69fc4667c1925{color:#ea4e57;}<\/style><h2 class=\"vcex-heading vcex-heading-plain vcex-module wpex-heading wpex-text-2xl vcex_69fc4667c1925\"><span class=\"vcex-heading-inner wpex-inline-block\">Unified data: CDP and Zero-Party data<\/span><\/h2>[vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"3582\" data-end=\"3695\">Omnichannel marketing relies on a key principle: having a complete view of customer behavior across all channels. Without unified data, coordination remains theoretical. A <strong data-start=\"3756\" data-end=\"3788\">Customer Data Platform (CDP)<\/strong> aggregates data from multiple sources, e-commerce, CRM, apps, and physical stores, to build a single, real-time customer profile. More advanced CDPs integrate AI-driven insights to anticipate behavior, personalize communication, and optimize marketing actions. At the same time, <strong data-start=\"4070\" data-end=\"4089\">zero-party data, <\/strong>data that customers voluntarily share, such as preferences and purchase intentions, is becoming increasingly important. These data are valuable because they are accurate, up-to-date, and collected with a privacy-first approach. In many cases, they are also the most reliable source for personalization.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;]<style>.vcex-heading.vcex_69fc4667c1f6d{color:#ea4e57;}<\/style><h2 class=\"vcex-heading vcex-heading-plain vcex-module wpex-heading wpex-text-2xl vcex_69fc4667c1f6d\"><span class=\"vcex-heading-inner wpex-inline-block\">E-commerce and physical retail synergy<\/span><\/h2><figure class=\"vcex-image vcex-module\"><div class=\"vcex-image-inner wpex-relative wpex-inline-block\"><img width=\"1200\" height=\"500\" src=\"https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Sinergia-tra-e-commerce-e-retail-fisico-Mentarossa.jpg\" class=\"vcex-image-img wpex-align-middle\" alt=\"\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Sinergia-tra-e-commerce-e-retail-fisico-Mentarossa.jpg 1200w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Sinergia-tra-e-commerce-e-retail-fisico-Mentarossa-300x125.jpg 300w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Sinergia-tra-e-commerce-e-retail-fisico-Mentarossa-1024x427.jpg 1024w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Sinergia-tra-e-commerce-e-retail-fisico-Mentarossa-768x320.jpg 768w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Sinergia-tra-e-commerce-e-retail-fisico-Mentarossa-600x250.jpg 600w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/div><\/figure>[vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"4446\" data-end=\"4539\">To effectively integrate online and offline channels, three main models have become standard:<\/p>\n<ul data-start=\"4541\" data-end=\"4971\">\n<li data-section-id=\"1ke0u9e\" data-start=\"4541\" data-end=\"4692\"><strong data-start=\"4543\" data-end=\"4583\">BOPIS (Buy Online, Pick Up In Store)<\/strong> allows customers to purchase online and collect in-store, reducing wait times and increasing foot traffic.<\/li>\n<li data-section-id=\"171zd9i\" data-start=\"4694\" data-end=\"4819\"><strong data-start=\"4696\" data-end=\"4715\">Ship-from-store<\/strong> turns physical locations into mini logistics hubs, improving delivery speed and inventory efficiency.<\/li>\n<li data-section-id=\"bv6lpe\" data-start=\"4821\" data-end=\"4971\"><strong data-start=\"4823\" data-end=\"4841\">Drive-to-store<\/strong> strategies use digital channels (geolocated ads, app coupons, email campaigns) to bring qualified traffic into physical stores.<\/li>\n<\/ul>\n<p data-start=\"4973\" data-end=\"5082\">These approaches share the same principle: connecting online and offline instead of managing them separately.<\/p>\n<p data-start=\"5084\" data-end=\"5279\">Additionally, <strong data-start=\"5098\" data-end=\"5119\">QR codes in-store<\/strong> act as a direct bridge between physical and digital experiences, allowing customers to access product pages, read reviews, compare options, or contact support.<\/p>\n<p data-start=\"5281\" data-end=\"5376\">A simple detail that can make the difference between a completed sale and a missed opportunity.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;]<style>.vcex-heading.vcex_69fc4667c32c0{color:#ea4e57;}<\/style><h2 class=\"vcex-heading vcex-heading-plain vcex-module wpex-heading wpex-text-2xl vcex_69fc4667c32c0\"><span class=\"vcex-heading-inner wpex-inline-block\">Marketing Automation and AI-Driven personalization<\/span><\/h2>[vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"5442\" data-end=\"5559\">Coordinating dozens of channels manually is not sustainable, this is where <strong data-start=\"5516\" data-end=\"5540\">marketing automation<\/strong> becomes essential.<\/p>\n<p data-start=\"5561\" data-end=\"5614\">It enables workflows triggered by real user behavior:<\/p>\n<ul data-start=\"5616\" data-end=\"5759\">\n<li data-section-id=\"m0sq7z\" data-start=\"5616\" data-end=\"5654\">Cart abandonment triggers an email<\/li>\n<li data-section-id=\"cab80a\" data-start=\"5655\" data-end=\"5705\">Product page visits trigger push notifications<\/li>\n<li data-section-id=\"1tg8rn0\" data-start=\"5706\" data-end=\"5759\">Subscription expirations trigger personalized SMS<\/li>\n<\/ul>\n<p data-start=\"5761\" data-end=\"5820\">More advanced AI models go beyond reacting\u2014they anticipate.<\/p>\n<ul data-start=\"5822\" data-end=\"6045\">\n<li data-section-id=\"q3ngcm\" data-start=\"5822\" data-end=\"5911\">Dynamic recommendations show relevant products based on browsing and purchase history<\/li>\n<li data-section-id=\"15r5e87\" data-start=\"5912\" data-end=\"5968\">Predictive models identify customers likely to churn<\/li>\n<li data-section-id=\"1rud1ux\" data-start=\"5969\" data-end=\"6045\">Next best action systems suggest the most effective action for each user<\/li>\n<\/ul>\n<p data-start=\"6047\" data-end=\"6128\">The result is a level of personalization that feels useful rather than intrusive.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;]<style>.vcex-heading.vcex_69fc4667c38db{color:#ea4e57;}<\/style><h2 class=\"vcex-heading vcex-heading-plain vcex-module wpex-heading wpex-text-2xl vcex_69fc4667c38db\"><span class=\"vcex-heading-inner wpex-inline-block\">Omnichannel Media Mix and attribution<\/span><\/h2>[vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"6181\" data-end=\"6219\">How much is each channel really worth? This is one of the most complex, and important, questions in omnichannel marketing.<\/p>\n<p data-start=\"6304\" data-end=\"6339\">Several tools help provide clarity:<\/p>\n<ul data-start=\"6341\" data-end=\"6605\">\n<li data-section-id=\"h1xj0p\" data-start=\"6341\" data-end=\"6430\">Data-driven attribution models (such as GA4) assign value across multiple touchpoints<\/li>\n<li data-section-id=\"6t1keb\" data-start=\"6431\" data-end=\"6543\">Marketing Mix Modeling (MMM) evaluates the overall impact of marketing activities, including offline factors<\/li>\n<li data-section-id=\"2ezckt\" data-start=\"6544\" data-end=\"6605\">Incrementality tests measure the real effect of campaigns<\/li>\n<\/ul>\n<p data-start=\"6607\" data-end=\"6720\">A key concept is <strong data-start=\"6624\" data-end=\"6668\">ROPO (Research Online, Purchase Offline)<\/strong>: many customers research online and buy in-store.<br \/>\nTracking this behavior is essential to avoid underestimating the impact of digital channels on physical sales.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;]<style>.vcex-heading.vcex_69fc4667c3f71{color:#ea4e57;}<\/style><h2 class=\"vcex-heading vcex-heading-plain vcex-module wpex-heading wpex-text-2xl vcex_69fc4667c3f71\"><span class=\"vcex-heading-inner wpex-inline-block\">Privacy, consent, and the cookieless future<\/span><\/h2><figure class=\"vcex-image vcex-module\"><div class=\"vcex-image-inner wpex-relative wpex-inline-block\"><img width=\"1200\" height=\"500\" src=\"https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Privacy-consenso-e-futuro-cookieless-Mentarossa.jpg\" class=\"vcex-image-img wpex-align-middle\" alt=\"\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Privacy-consenso-e-futuro-cookieless-Mentarossa.jpg 1200w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Privacy-consenso-e-futuro-cookieless-Mentarossa-300x125.jpg 300w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Privacy-consenso-e-futuro-cookieless-Mentarossa-1024x427.jpg 1024w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Privacy-consenso-e-futuro-cookieless-Mentarossa-768x320.jpg 768w, https:\/\/www.mentarossa.it\/wp-content\/uploads\/2026\/05\/Privacy-consenso-e-futuro-cookieless-Mentarossa-600x250.jpg 600w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/div><\/figure>[vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"6891\" data-end=\"7035\">The shift toward a cookieless world is often seen as a challenge, but it also represents an opportunity to build more transparent relationships. Leading companies are investing in:<\/p>\n<ul data-start=\"7074\" data-end=\"7370\">\n<li data-section-id=\"1qa5dnw\" data-start=\"7074\" data-end=\"7174\"><strong data-start=\"7076\" data-end=\"7115\">Consent Management Platforms (CMPs)<\/strong> to manage user consent in a structured and compliant way<\/li>\n<li data-section-id=\"1e4ffvi\" data-start=\"7175\" data-end=\"7271\"><strong data-start=\"7177\" data-end=\"7201\">Server-side tracking<\/strong> to reduce reliance on third-party cookies and improve data accuracy<\/li>\n<li data-section-id=\"ynwgbf\" data-start=\"7272\" data-end=\"7370\"><strong data-start=\"7274\" data-end=\"7322\">First-party data and alternative identifiers<\/strong> (such as hashed emails and authenticated IDs)<\/li>\n<\/ul>\n<p data-start=\"7372\" data-end=\"7531\">Companies that wait for the market to solve the cookie issue risk falling behind. Those investing in first-party data today are building a long-term advantage.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;]<style>.vcex-heading.vcex_69fc4667c5244{color:#ea4e57;}<\/style><h2 class=\"vcex-heading vcex-heading-plain vcex-module wpex-heading wpex-text-2xl vcex_69fc4667c5244\"><span class=\"vcex-heading-inner wpex-inline-block\">Omnichannel marketing: do it right, do it now<\/span><\/h2>[vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;]\n<p data-start=\"7592\" data-end=\"7680\">Omnichannel marketing is not a trend or an additional layer, it\u2019s a shift in perspective. It means moving from channel-based thinking to experience-based thinking, where:<\/p>\n<ul data-start=\"7764\" data-end=\"7887\">\n<li data-section-id=\"10t8f7q\" data-start=\"7764\" data-end=\"7807\">Online and offline are fully integrated<\/li>\n<li data-section-id=\"130whcq\" data-start=\"7808\" data-end=\"7845\">Data and creativity work together<\/li>\n<li data-section-id=\"n9rzym\" data-start=\"7846\" data-end=\"7887\">Automation supports human interaction<\/li>\n<\/ul>\n<p data-start=\"7889\" data-end=\"7997\">When done correctly, the results are clear: more conversions, higher revenue, and stronger customer loyalty. If you\u2019re evaluating how to structure or evolve your omnichannel strategy, we can help, from customer journey analysis to channel integration.<\/p>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=&#8221;fadeInUp&#8221; el_class=&#8221;mtd85 mtm60&#8243;][vc_column][vc_column_text css=&#8221;&#8221; text_align=&#8221;center&#8221; color=&#8221;#000000&#8243; font_size=&#8221;16px&#8221; font_weight=&#8221;700&#8243;]share[\/vc_column_text]<style>.vcex-social-share.vcex_69fc4667c59c9 .vcex-social-share__buttons{gap:15px;}.vcex-social-share.vcex_69fc4667c59c9 .vcex-social-share__button{min-width:34px;min-height:34px;color:#ffffff;background:#000000;}.vcex-social-share.vcex_69fc4667c59c9 .vcex-social-share__button:hover{color:#ffffff;background:#000000;}<\/style>\n\t<div class=\"vcex-social-share vcex-module mtd20 mtm20 vcex_69fc4667c59c9\" data-target=\"_blank\" data-source=\"https%3A%2F%2Fwww.mentarossa.it%2Fen%2F\" data-url=\"https%3A%2F%2Fwww.mentarossa.it%2Fen%2Fstrategie-di-marketing-omnicanale%2F\" data-title=\"Omnichannel marketing strategies: coordinating Online and Offline channels\" data-summary=\"When%20does%20a%20customer%20decide%20to%20buy%20something%3F%20It%20doesn%E2%80%99t%20necessarily%20happen%20in%20front%20of%20a%20screen%20or%20inside%20a%20store.%20More%20often%2C%20it%20happens%20in%20between%2C%20along%20a%20chaotic%2C\"><div class=\"vcex-social-share__buttons wpex-flex wpex-flex-wrap wpex-justify-center wpex-gap-5\"><button class=\"vcex-social-share__button vcex-social-share__button--facebook wpex-rounded-full wpex-facebook wpex-social-btn wpex-social-bg wpex-gap-10 wpex-hover-opacity-100\" aria-label=\"Share on Facebook\"><span class=\"vcex-social-share__icon wpex-icon\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\"><path d=\"M512 256C512 114.6 397.4 0 256 0S0 114.6 0 256C0 376 82.7 476.8 194.2 504.5V334.2H141.4V256h52.8V222.3c0-87.1 39.4-127.5 125-127.5c16.2 0 44.2 3.2 55.7 6.4V172c-6-.6-16.5-1-29.6-1c-42 0-58.2 15.9-58.2 57.2V256h83.6l-14.4 78.2H287V510.1C413.8 494.8 512 386.9 512 256h0z\"\/><\/svg><\/span><\/button><button class=\"vcex-social-share__button vcex-social-share__button--linkedin wpex-rounded-full wpex-linkedin wpex-social-btn wpex-social-bg wpex-gap-10 wpex-hover-opacity-100\" aria-label=\"Share on LinkedIn\"><span class=\"vcex-social-share__icon wpex-icon\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 448 512\"><path d=\"M100.3 448H7.4V148.9h92.9zM53.8 108.1C24.1 108.1 0 83.5 0 53.8a53.8 53.8 0 0 1 107.6 0c0 29.7-24.1 54.3-53.8 54.3zM447.9 448h-92.7V302.4c0-34.7-.7-79.2-48.3-79.2-48.3 0-55.7 37.7-55.7 76.7V448h-92.8V148.9h89.1v40.8h1.3c12.4-23.5 42.7-48.3 87.9-48.3 94 0 111.3 61.9 111.3 142.3V448z\"\/><\/svg><\/span><\/button><button class=\"vcex-social-share__button vcex-social-share__button--x-twitter wpex-rounded-full wpex-x-twitter wpex-social-btn wpex-social-bg wpex-gap-10 wpex-hover-opacity-100\" aria-label=\"Post on X\"><span class=\"vcex-social-share__icon wpex-icon\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\"><path d=\"M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z\"\/><\/svg><\/span><\/button><button class=\"vcex-social-share__button vcex-social-share__button--whatsapp wpex-rounded-full wpex-whatsapp wpex-social-btn wpex-social-bg wpex-gap-10 wpex-hover-opacity-100\" aria-label=\"Share via Whatsapp\"><span class=\"vcex-social-share__icon wpex-icon\" aria-hidden=\"true\"><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 448 512\"><path d=\"M380.9 97.1C339 55.1 283.2 32 223.9 32c-122.4 0-222 99.6-222 222 0 39.1 10.2 77.3 29.6 111L0 480l117.7-30.9c32.4 17.7 68.9 27 106.1 27h.1c122.3 0 224.1-99.6 224.1-222 0-59.3-25.2-115-67.1-157zm-157 341.6c-33.2 0-65.7-8.9-94-25.7l-6.7-4-69.8 18.3L72 359.2l-4.4-7c-18.5-29.4-28.2-63.3-28.2-98.2 0-101.7 82.8-184.5 184.6-184.5 49.3 0 95.6 19.2 130.4 54.1 34.8 34.9 56.2 81.2 56.1 130.5 0 101.8-84.9 184.6-186.6 184.6zm101.2-138.2c-5.5-2.8-32.8-16.2-37.9-18-5.1-1.9-8.8-2.8-12.5 2.8-3.7 5.6-14.3 18-17.6 21.8-3.2 3.7-6.5 4.2-12 1.4-32.6-16.3-54-29.1-75.5-66-5.7-9.8 5.7-9.1 16.3-30.3 1.8-3.7 .9-6.9-.5-9.7-1.4-2.8-12.5-30.1-17.1-41.2-4.5-10.8-9.1-9.3-12.5-9.5-3.2-.2-6.9-.2-10.6-.2-3.7 0-9.7 1.4-14.8 6.9-5.1 5.6-19.4 19-19.4 46.3 0 27.3 19.9 53.7 22.6 57.4 2.8 3.7 39.1 59.7 94.8 83.8 35.2 15.2 49 16.5 66.6 13.9 10.7-1.6 32.8-13.4 37.4-26.4 4.6-13 4.6-24.1 3.2-26.4-1.3-2.5-5-3.9-10.5-6.6z\"\/><\/svg><\/span><\/button><\/div><\/div>\n\n[\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; css=&#8221;.vc_custom_1742802776288{background-color: #A59CFF !important;}&#8221; el_class=&#8221;ptd60 ptm50 pbd70 pbm50 mtd60 mtm50&#8243;][vc_column][vc_column_text css=&#8221;&#8221; text_align=&#8221;center&#8221; color=&#8221;#ffffff&#8221;]\n<h4>a topic we know well<\/h4>\n[\/vc_column_text]<div class=\"wpex-post-cards wpex-post-cards-template_406 mtd70 mtm50 wpex-relative\"><div class=\"wpex-post-cards-inner\"><\/div><\/div>[vc_row_inner el_class=&#8221;mtd60 mtm50&#8243;][vc_column_inner width=&#8221;2\/3&#8243;][vc_column_text css_animation=&#8221;fadeInLeft&#8221; css=&#8221;&#8221; el_class=&#8221;br_desk&#8221;]\n<h3><span style=\"color: #ffffff;\">We give your ideas a <\/span><span style=\"color: #ffffff;\">clear and weel-defined shape.<br \/>\n<\/span><\/h3>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner el_class=&#8221;mtm30&#8243; width=&#8221;1\/3&#8243;][vc_column_text css_animation=&#8221;fadeInRight&#8221; css=&#8221;&#8221;]Every project is born from the combination of specialized expertise and integrated communication aimed at achieving ambitious goals.[\/vc_column_text]<style>.vcex-button.vcex_69fc4667caf65{border-radius:50px;background:#000000;color:#ffffff!important;padding-block:10px;padding-inline:30px;}.vcex-button.vcex_69fc4667caf65:hover{background:#00000070!important;color:#ffffff!important;}<\/style><a href=\"https:\/\/www.mentarossa.it\/cosa-facciamo\/\" class=\"vcex-button theme-button inline mtd20 mtm20  wpb_animate_when_almost_visible wpb_fadeInRight fadeInRight vcex_69fc4667caf65\"><span class=\"vcex-button-inner theme-button-inner wpex-flex wpex-flex-wrap wpex-items-center wpex-justify-center\">discover our projects<\/span><\/a> [\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;mtd30 mtm30 maxw1140&#8243;][vc_column][vc_empty_space height=&#8221;40px&#8221;][vc_column_text css=&#8221;&#8221; el_class=&#8221;mtd30 mtm30&#8243;] When does a customer decide to buy something? It doesn\u2019t necessarily happen in front of a screen or inside a store. More often, it happens in between, along a chaotic, non-linear journey that today spans dozens of different channels. Omnichannel marketing exists to make that journey smooth,&hellip;<\/p>\n","protected":false},"author":3,"featured_media":5440,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[37],"tags":[],"post_series":[],"class_list":["post-5374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-en","entry","has-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Omnichannel Marketing: coordinate online and offline channels<\/title>\n<meta name=\"description\" content=\"Learn how to build an effective omnichannel marketing strategy, from customer journey mapping to data integration.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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