Consumer attention has splintered like never before. Consider a typical 15 minutes for someone lounging at home: It can easily involve jumping from Instagram Reels to TikTok Shop, pinning recipes on Pinterest and catching a few minutes of a basketball game via streaming. And this already complex environment is constantly evolving, with new channels poised to emerge in the future.
The rapid proliferation of marketing channels has made channel innovation critical for brand survival. A 2024 report published by ShipStation, a fulfillment and shipping software management provider, found that “75 percent of shoppers use digital and physical touchpoints on the same customer journey.” According to McKinsey, “Omnichannel customers shop 1.7 times more than shoppers who use a single channel. They also spend more.” That translates to a substantial increase in revenue for retailers.
Companies such as Sephora, H&M and Toyota are prime examples of brands leveraging the power of multichannel marketing today. Other brands should follow suit, as the stakes are high. Brands that fail to evolve their marketing channel strategies risk stagnation or disappearance.
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