Omnichannel Marketing: Eliminating Silos for Real Growth

All marketing leaders have been there: you get a monthly sales report from your email manager and then your social manager and then your direct mail manager and by the time you add it up, it’s two times more revenue than what actually happened. At the same time, we know you have to have multiple contacts across channels to drive conversion, especially from new customers. However, when teams fail to integrate campaigns strategically, those efforts often compete rather than complement each other. The real goal isn’t to make 1 + 1 + 1 = 5 in inflated attribution; it’s to make 1 + 1 + 1 = 3, a cohesive ecosystem that drives measurable, incremental growth.

Today’s consumers don’t separate digital from physical, and neither should retailers. They scroll through a social ad in the morning, receive a direct‑mail piece that afternoon, and stop by a store later that week. Each touchpoint should build on the last, guiding the customer through a unified journey.

When marketing teams and vendors work in silos, each channel can take credit for the exact conversion. That “double counting” (or triple counting) inflates results and masks inefficiency. It’s why accurate omnichannel measurement is essential. Integrated planning clarifies the real impact of each touchpoint, helping retailers focus spend where it truly drives incremental revenue rather than duplicated reach.

So, how to get started?

1. Eliminate channel silos. Make your CRM manager responsible for the CRM strategy across all retention channels — email, SMS, Google, Meta, and direct mail. Make your acquisition manager responsible for new customers online and offline. Eliminate the sandboxes.

2. Create centralized reporting with consistent apples‑to‑apples metrics so everyone is evaluating results and forecasts — and making plans — based on the same data and metrics. We know “centralized” reporting is easier said than done. Start with one data source for the truth and start with a standard set of metrics.

3. Understand the interaction across channels. The challenge with most measurement platforms today is that they were built for the non‑addressable world of digital marketing, but the reality is that you also have offline channels in the mix (e.g., direct mail) that are addressable. To understand the impact of each channel on the other, start with an overlap analysis. How many of the responders to a direct‑mail campaign were engaged in email or SMS? How many of the buyers from search and social were mailed a catalog first?

4. Build a centralized marketing plan with all channels in the same place — forecast spend, traffic, transactions, average order value, return on ad spend, and customer acquisition cost by channel by month. Here’s a tip: It’s most likely that anywhere from 20 % to 35 % of revenue is “unsourced” or “unmanaged,” driven by word‑of‑mouth, brand awareness, and upper‑funnel marketing. When you add up the revenue forecast across channels, it’s unlikely that your paid media is more than 65 % to 80 % of your revenue.

The most sophisticated high‑growth plans are leveraging a mix across offline and online channels. Amid digital fatigue, direct mail has re‑emerged as one of the most effective connectors in an omnichannel mix. It grabs attention, creates lasting impressions, and aligns perfectly in timing to reinforce online campaigns. For example, pairing geo‑targeted social ads with localized mailers for a store event results in higher attendance and conversion rates than either tactic alone.

Integration doesn’t mean doing everything at once; it means doing everything together. In practice, this could mean synchronizing catalog delivery dates with email promotions or ensuring that online remarketing supports in‑store offers rather than competing with them. Retailers that align their teams and data around shared key performance indicators can optimize frequency, reduce overlap, and maximize return on investment.

Omnichannel success isn’t about maximizing inputs; it’s about maximizing connection!

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Polly Wong is the President of Belardi Wong, a leading full‑service marketing agency.

Polly Wong – President, Belardi Wong, San Francisco.