Omnichannel evolution: Expert insights on AI, data, and 2025 trends

Within today's ever-evolving marketing landscape, omnichannel strategies still play a pivotal role for senior executives. As we approach 2025, new channels, technologies, and communication channels emerge, demanding even further focused attention.

Recently, I had the opportunity to lead an insightful panel discussion with two industry experts - Christopher Connolly of Twilio and John Bevitt of Honeycomb Strategy. Their unique perspectives—Twilio shedding light on global omnichannel trends and Honeycomb offering insights into consumer behaviours—enhanced our discussion on the future trajectory of omnichannel marketing. Together, we explored the factors shaping the 2025 roadmap and provided vital strategies for thriving amidst continuous technological progress and changing consumer expectations.

Understanding omnichannel marketing

At its core, omnichannel marketing is about engaging customers across their preferred platforms—whether it be SMS, WhatsApp, email, apps, or emerging channels like RCS—while ensuring a seamless and cohesive experience. Research underscores its importance: over half of B2C customers engage with 3 to 5 channels throughout their buying journey, and omnichannel shoppers tend to purchase 1.7 times more frequently than those using a single channel. The true value of omnichannel marketing is its ability to create robust, consistent experiences across all touchpoints, strengthening customer loyalty and fostering stronger brand connections.

Fragmentation and integration in channels

As the number of customer channels expands, so too does the complexity of maintaining a unified customer experience. Honeycomb Strategy noted that the fragmentation of channels and devices—ranging from smart devices to traditional communications—poses a unique challenge for organisations. Enter AI and automation, which are proving crucial in managing this complexity in the years ahead. These technologies are pivotal for integrating disparate channels, automating repetitive tasks, and delivering bespoke experiences that meet individual customer needs.

Looking ahead to 2025, hyper-targeted and personalised communications are set to become the linchpin of successful marketing strategies. Businesses leveraging AI-driven generative content can utilise real-time data to deliver highly customised experiences, setting new standards in personalisation and engagement.

AI transforming omnichannel strategies

As AI becomes increasingly integrated into customer engagement platforms, it has the potential to revolutionise omnichannel strategies. As mentioned by Connolly, AI elevates traditional mediums like SMS to Rich Communication Services (RCS), which provide enhanced engagement capabilities, including images, carousels, and interactive elements. This advancement signals a resurgence in personal communications, characterised by hyper-relevant, tailored messaging that resonates with customers.

Bevitt envisions AI ushering in a new era of personalisation, where one-to-one interactions are crafted using non-sensitive interaction data. While AI's potential is still in its early stages, its applications are vast. A prime example is real-time personalisation at scale, driven by interaction rather than personal data. Imagine AI distinguishing users on a shared Amazon account based on their unique behaviours—effortlessly personalising recommendations without invading privacy. This approach not only enhances user experience but also builds stronger brand loyalty and trust among customers.

Harnessing data for personalised experiences

As organisations transition to a future where real-time data drives marketing efforts, the accessibility and management of data become more critical. Connolly advocates for using real-time data to fuel large language models, enabling valuable insights that inform customer interactions across multiple channels. This data-driven approach allows businesses to anticipate customer needs and deliver services and products that resonate on an individual level.

Bevitt emphasises the necessity of a centralised data hub to manage customer interactions, ensuring high-value exchanges while respecting privacy. This allows brands to build trust by seamlessly integrating data across systems, offering a more personalised and cohesive experience that makes customer interactions smoother, more meaningful, and aligned with their expectations. Effective use of real-time data provides businesses with a competitive edge, significantly enhancing customer engagement and satisfaction.

Measuring success in omnichannel strategies

Evaluating the effectiveness of omnichannel strategies is crucial to achieving success. Bevitt stressed the importance of assessing the entire ecosystem rather than focusing solely on individual channel metrics. True success is measured by the overall impact on customer value and ensuring that value is consistently created and exchanged across all touchpoints.

Connolly concurs, suggesting metrics like customer effort scores and minutes of engagement as effective indicators for gauging success. In a B2B context, identifying and understanding buying group engagement can lead to improved outcomes, ensuring that marketing efforts align closely with organisational objectives. These insights can inform strategic decisions, optimise marketing strategies, and ultimately enhance customer satisfaction and loyalty.

Access the full panel discussion now

Join the conversation from Splendour in the SaaS, a customer engagement festival hosted by Pendula, where we explored diverse topics around marketing and customer engagement. To access the recording of this insightful panel discussion, along with a wealth of additional resources, simply fill out the form at the bottom of this page and select ‘on-demand resources’.

Shaping the future: How Pendula can elevate your omnichannel strategy today

As we look towards the future of omnichannel marketing, a seamless integration of AI and data is essential for crafting exceptional customer experiences. Success lies in respecting consumer privacy, building trust, and delivering value through personalised interactions. Businesses that utilise cutting-edge technology can create cohesive experiences across channels, setting a new standard for customer engagement.

Pendula stands ready to support your journey in achieving these goals, offering tools that enable organisations to leverage AI and data integration effectively. Don't miss the opportunity to revolutionise your omnichannel strategy—reach out today for a custom demo and explore how Pendula can propel your business towards long-term growth.