The Omnichannel Guide

Omnichannel is a word marketers use to encompass all the touchpoints a brand has with customers whether they happen across multiple channels, on different devices, or in a physical store. Collectively, these touchpoints form the customer experience.

An omnichannel approach aims to deliver a consistent experience as customers bounce between your social media channels, visit your online store, go back to social media for reviews, and then visit a brick-and-mortar store to make a purchase. The biggest challenge for marketers, developers, and creators is blending multiple touchpoints and marketing campaigns into a cohesive experience.

Providing a consistent, seamless experience across every channel and device is the key to a successful omnichannel strategy. Unlike marketers, who think in terms of multichannel marketing, customers see everything as part of one brand experience. If something is off — an old brand logo, price differences, or contradictory messaging — it disrupts the customer journey and undermines trust.

The Contentful Composable Content Platform is built for omnichannel content delivery. It aggregates all of your content — videos, images, copy, product information — in one place and lets you distribute and manage it across experiences, channels, brands, and regions.

Cloud-native, API-first architecture makes integrating translation, personalization, analytics, AI tools, and more into your content workflows easy.

Our powerful platform and intuitive user interfaces give content creators and marketers superpowers without overreliance on developers.

Marketers can see their visions come to life across channels, with tailored content that’s easy to manage (bye-bye copy-paste!).

A platform designed for omnichannel experiences

Contentful was built for use as an omnichannel platform from the ground up:

• Headless architecture separates the back end from front-end experiences so content can be created once and delivered everywhere.

• APIs enable you to connect content with all the tools you need to manage new channels, markets, and products from one platform.

• Superior content management features organize, structure, and orchestrate content across experiences striking the perfect balance between flexibility and control.

• No-code/low-code design features and our latest product, Contentful Studio, give non-technical team members the power and convenience of a visual canvas. Marketers can launch new experiences in days and make changes in minutes.

• Fast, reliable content distribution through Contentful’s globally distributed content delivery network (CDN) ensures all the pieces of your omnichannel plan are up and running.

• Modern, AI-ready architecture built on MACH principles means you can add or swap individual tools, including the latest AI technology, without disrupting the whole system.

Easily integrate apps from our Marketplace, connect with your favorite tools, or build custom apps.

See how leading brands use Contentful

Check out our customer case studies to see how Contentful has helped:

• KFC maintain brand consistency while letting franchises uplevel their marketing efforts with secret menus and other tailored experiences.

• BMW drive engagement with digitized showroom experiences.

• TELUS unify content management and accelerate time to market for more than 30 digital properties.

• Siemens improve internal collaboration to streamline project management, generate more leads, and democratize content creation.

Up next: Omnichannel vs multichannel

Explore the distinctions between omnichannel and multichannel strategies, see omnichannel in action, and discover the benefits of an integrated approach.