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Reading Time: 10 minutes Picking an omnichannel marketing platform can feel like walking into a tech maze. Every vendor promises personalized customer experiences and 360-degree views. But behind the technical terminologies, most platforms just add noise. Right now, your customers expect seamless, intuitive experiences, whether they’re on your website, checking email, scrolling Instagram, or walking into your store. And they don’t care what platform you’re using. They care that it works. That it feels cohesive. And if your current tools can’t keep up, you’ll feel it in your churn rate, in your campaign ROI, and in the silence when nobody clicks. This article explains how to actually choose an omnichannel marketing automation platform that delivers a measurable, meaningful impact.   What is an Omnichannel Marketing Platform? An omnichannel marketing platform brings all your customer touchpoints—email, SMS, social, web, and more—into a single, unified connected system. It tracks customer behavior across different devices, personalizes communication in real time, and automates actions based on where each customer is in their journey. In short, such platforms allow you to completely harness omnichannel marketing — no more juggling five tools to launch a campaign or manually syncing customer profiles. It’s about delivering the right message, on the right channel, at exactly the right moment, without missing a beat. How Do Omnichannel Marketing Automation Platforms Work? At the core of omnichannel marketing platforms is automation, and it’s what makes them truly powerful. These tools don’t just streamline your marketing, they do the heavy lifting for you by intelligently responding to customer behavior in real time, on the right channel. Here’s how it works: Data Integration: The platform gathers data from every interaction your customers have with your brand, whether it’s a social media click, an email open, or a web visit. It stores and syncs that data, building a comprehensive customer profile. Behavioral Triggers: Based on that profile, the platform automatically triggers personalized actions. If a customer browses a product on your website and abandons it, the system can send them a targeted follow-up email with a discount. Or, if they engage with a post on Instagram, they might receive an SMS with relevant content. Multi-Channel Coordination: Instead of running isolated campaigns across different platforms, omnichannel automation makes sure your messaging is synchronized, no matter where your customer interacts with your brand. The experience is seamless regardless of whether it is conducted on a mobile device, desktop, or in-store. Ultimately, these platforms use automation to enable smarter, more personal marketing, allowing brands to swiftly reach their customers with the right message at the right time. Why is an Omnichannel Marketing Platform So Important for Marketing Teams? Marketing today is about being seen everywhere your customers are and delivering the right message in the right way. An omnichannel marketing platform makes that possible, and here’s why it’s crucial: Drives Better Engagement: Customers expect a smooth experience no matter where they interact with your brand. When your marketing is consistent across email, social media, and your website, it creates a sense of connection. More than just seeing your ads, they’re actually engaging with your brand in a way that feels personalized, familiar, and authentic. Makes Campaigns More Effective: With an omnichannel platform, you can monitor your campaigns in real-time and quickly adjust them if things aren’t going as planned. No more waiting for reports to trickle in. You can make changes on the fly, which means your marketing efforts are always aligned with what’s working at the moment. Allows for True Personalization: Forget generic messaging. An omnichannel marketing platform helps you gather data from every customer interaction, allowing you to tailor your approach based on what each customer is interested in. Builds Stronger Customer Relationships: When you engage with customers across multiple channels in a relevant, timely way, you make them feel seen and valued. This connection goes beyond a single sale. It turns casual buyers into loyal customers who trust your brand to deliver on their needs, no matter where they are. Delivers More Bang for Your Buck: The beauty of automation is that it frees up your team to focus on your omnichannel strategy, while the omnichannel marketing automation platform handles the routine tasks. This efficiency leads to better targeting, reduced costs, and a stronger ROI. You’re reaching the right customers at the right time without wasting effort. Helps You Make Smarter Decisions: All your customer data is centralized, so you’re not guessing anymore. Whether you need to optimize a campaign or uncover new opportunities, the insights provided by the platform allow you to make data-driven decisions that move your business forward. Responds to Customers in Real Time: When someone shows interest in your product, the last thing you want is to lose that momentum. Omnichannel marketing platforms trigger automatic follow-ups based on actions customers take, so they get the right message when they’re most interested, whether it’s through an email, text, or on social media. Keeps Your Brand Consistent: With everything tied together in one platform, your message, tone, and offers stay consistent across channels. No matter where a customer encounters your brand, they’ll have the same experience and brand recognition each time. Elevates the Customer Experience: When all of your channels work together, customers feel like they’re interacting with a brand that really gets them. The result? A better overall customer experience, which translates to stronger loyalty, higher engagement, and more referrals. In short, an omnichannel marketing platform is a game-changer for B2C marketing teams. It brings your efforts together in a way that’s efficient, intelligent, and most importantly, human, making it easier to engage your audience and deliver results.   How to Choose the Right Omnichannel Marketing Platform for Your Team Choosing the right omnichannel marketing platform is a big decision for any team. It’s an investment that can elevate your marketing strategies, enhance omnichannel customer engagement, and improve overall performance. But with so many options available, how do you ensure you’re making the best choice for your team? Here are some key factors to think about. Integration Capabilities: Your platform needs to seamlessly integrate with the tools you already use, so you can focus on what really matters. Whether it’s your CRM, email marketing automation software, or social media platforms, you don’t want to waste time and energy managing multiple systems that don’t talk to each other. Ask yourself, how easily will this platform integrate with and support the tools and platforms you already use? Ease of Use and Customization: A platform that’s difficult to use is more of a burden than a help. Look for one that’s intuitive and easy for your team to get comfortable with. The last thing you want is a tool that causes frustration and slows things down. Think about how user-friendly the platform is for your team. Can you easily customize features to fit your unique needs? Data and Analytics: An omnichannel marketing platform should give you clear, actionable insights so you can make smart, informed decisions. Does the platform provide detailed omnichannel analytics that you can use to refine your campaigns? Can it help you track customer journeys and behaviors across channels? Scalability and Support: Your business is growing, and your platform needs to grow with it. The last thing you want is to outgrow your tool in six months and have to go through the hassle of switching to something new. Check whether the platform is scalable enough to accommodate your future growth. What level of customer support is offered, and how responsive is the team? Now that you have a sense of what to consider when choosing an omnichannel marketing automation platform, let’s dive into the key features to look for.   5 Key Features to Look for in an Omnichannel Marketing Automation Platform You can’t build a high-performing marketing engine founded on disconnected tools and vague customer data. If your team is working across five different platforms to run a single campaign, something’s broken. The tool you pick will either streamline your marketing or slow it down. So, forget the bells and whistles for a moment. What you really need are features that bring clarity to your customer experience. Here are the five features that serve as the foundation of a platform that can scale with your brand. 1. Unified Customer Profiles across Channels Modern marketing starts with understanding. A powerful omnichannel marketing platform should combine customer data from every touchpoint (website visits, email clicks, mobile app activity, purchase history, and other interactions) into a single, continuously updated profile. This unified view helps your team move from being ‘reactive’ to being ‘proactive’. Instead of blasting generic messages, you can deliver relevant content tailored to where that customer is in their journey. It’s the difference between feeling like a brand knows you… and feeling like it’s spam. 2. Behavior-Driven Automation Workflows Static email blasts are outdated. Customers expect relevant, timely communication based on how they engage with your brand. The platform you choose should let you create workflows that automatically trigger actions like sending a reminder, adjusting content, or changing the message channel, based on real-time behavior. For example, a user who browses a product but doesn’t buy it, should receive a well-timed nudge — maybe an email, or a push notification. The point is: your platform needs to adapt to customer intent and behavior, not force every lead down the same path. 3. Real-Time Analytics and Reporting You shouldn’t have to wait 48 hours to know if something flopped. You need to be able to tweak your omnichannel marketing automation strategy in real-time based on what’s happening right now. Does the platform offer real-time insights into campaign performance? Can you adjust tactics immediately based on live data? Also, no one wants 20 meaningless charts. Look for a platform that shows you the vital metrics, like clicks, conversions, and drop-offs, so your team can make quick, sure choices. 4. A Centralized Campaign Builder for Every Channel If you’re logging in and out of separate tools to handle email, SMS, web and mobile push notifications, and in-app messaging, something’s broken. Your omnichannel marketing platform should let you map and launch all of those in one place, from one logic flow. That way, if you’re running a product launch, you can build the entire experience—email, follow-up text, in-app message—all from the same workspace. This keeps your messaging consistent, and it saves your team loads of time. 5. Scalable Personalization Powered by AI Everyone talks about omnichannel personalization. But if it takes your team hours to set up basic name merges or segments, it’s not scalable. A strong platform should help you personalize campaigns at scale using AI, not by making you do more, but by automating based on real customer data. Whether that’s product recommendations, timing messages based on when someone usually engages, or switching up channels depending on preferences, the goal is simple: make it feel like a one-on-one conversation, not a broadcast.   5 Best Omnichannel Marketing Platforms to Increase Customer Engagement 1. MoEngage MoEngage is a powerful customer engagement platform built for B2C marketing teams that want to create seamless, personalized journeys across channels like email, mobile and web push notifications, SMS, WhatsApp, in-app messaging, web, and more. It’s designed to help brands understand their customers deeply and act on that understanding in real time. What makes MoEngage stand out is how it brings all your customer data into one unified platform, allowing you to automate complex journeys without jumping between tools or teams. Whether you’re re-engaging an app user, launching an omnichannel campaign, or sending a personalized offer, this platform makes it easy and efficient. No wonder so many brands switch to MoEngage! How Pricing Works: MoEngage offers a tiered pricing model based on Monthly Tracked Users (MTUs). The Growth plan starts around $750/month, but it depends on what features you want to use. Larger brands can opt for the Enterprise plan, which includes more advanced features, higher limits, and dedicated support. Best For: Growth-focused brands that want to deeply personalize customer experiences at scale, particularly in industries like Ecommerce, fintech, media, quick-service restaurants (QSRs), travel, and mobile-first apps. In fact, it’s the perfect Ecommerce marketing automation platform for omnichannel customer engagement. If your team values real-time insights, automation, and customer-centric engagement, MoEngage is likely a great fit. 2. Shopify Plus Shopify Plus is an enterprise-level Ecommerce platform designed to help brands deliver a seamless shopping experience across all customer touchpoints. It enables brands to sell on various platforms, including online stores, mobile apps, social media, and physical retail locations, all managed from a single dashboard. While Shopify Plus does a great job managing omnichannel commerce, it’s not as feature-rich on the marketing automation side. If your team is looking for deep personalization, behavioral segmentation, or advanced journey building, you’ll likely need to connect Shopify with a marketing automation software platform. How Pricing Works: Shopify Plus pricing varies based on specific business requirements and sales volumes. Best For: High-volume omnichannel retail marketers and brands looking for a scalable Ecommerce solution that offers basic omnichannel capabilities and centralized management of multiple sales channels. 3. ActiveCampaign ActiveCampaign does a great job of bridging marketing automation with a personal touch. It’s built for businesses that don’t just want to send mass emails, but send smart ones. The platform shines when it comes to customer segmentation, letting you trigger emails, SMS, or even site messages based on real behavior, not just assumptions. That said, it’s not the kind of tool you just open and instantly “get.” The automation builder is powerful, but there’s a learning curve. Still, once you set it up, it runs like a machine that’s personalized, timely, and way less manual effort than you’d expect. How Pricing Works: Pricing starts at $29 per month and scales based on contact volume and feature set. Plans can go up to $149/month or more, depending on business needs. Best For: Small to mid-sized businesses looking for a cost-effective, flexible marketing automation platform with strong segmentation and multichannel engagement tools. (No, we’re not getting into the omnichannel vs. multichannel marketing debate now). 4. HubSpot HubSpot is an all-in-one platform that helps brands grow by focusing on inbound marketing, sales, and customer service. It’s well-suited for those looking to integrate their marketing efforts across various channels, without the need for complex technical skills. Honestly, HubSpot’s strength is in inbound marketing and CRM. However, its capabilities in advanced omnichannel campaign automation aren’t as extensive as those in some other platforms. If you need highly sophisticated marketing features, you may want to look elsewhere. How Pricing Works: Pricing starts at $800 per month for the Marketing Hub. For full access to all features, the Enterprise plan starts at $3,600 per month. Best For: Brands that focus on inbound marketing and CRM, looking for a user-friendly platform to manage omnichannel efforts easily.   Migrate to a Better Omnichannel Marketing Platform Today One thing’s clear: not all omnichannel marketing platforms are created equal. The right platform should feel less like another tool and more like a strategic partner, helping you understand your audience, stay consistent across touchpoints, and make marketing smarter, not harder. MoEngage stands out for this very reason. In fact, our omnichannel marketing platform is built for teams who want more than just dashboards. It’s for marketers who want results. And the best part is, migrating to a customer engagement platform has never been easier. Want to see MoEngage in action? Book a demo today and explore what better marketing looks like. The post How to Choose an Omnichannel Marketing Platform appeared first on MoEngage.

You might have heard the term "private equity" thrown around lately.Private equity, or "termite capitalism," as it's been ironically called, is a sweeping term for a massive industry built around buying and flipping established companies. These businesses can be just about anything — municipal water utilities, chain restaurants, bottling plants, and even retirement homes.The strategy is largely extractive. When someone flips an abandoned house, they're theoretically making structural repairs and quality-of-life updates, in the hopes of selling for more than the cost of the whole project. At its worst, private equity does the opposite: taking over healthy companies, selling off their assets and laying off employees en masse — hence the "termite" moniker.Now, venture capitalist and tech billionaire Elad Gil is doing something that sounds awfully similar — except that unlike the largely technophobic private equity space, according to a recent profile by TechCrunch, he's been using his immense fortune to buy up companies and reshape them to run using AI.The scheme looks like this: Gil, or a firm he backs, acquires a stable, white-collar business with a healthy cashflow, like a law firm or a marketing agency. Then, Gil "helps them scale through AI" — techno corpospeak for "lay off a bunch of workers and automate their labor with AI" — using the proceeds to buy other firms to add to the empire. Think Sam Bankman-Fried meets "The Blob," and you're not far off.Overall, it's not really a new strategy. "Roll-ups" of small firms into one conglomerate are pretty common in private equity, even if they have some pretty devastating consequences for workers and their communities.By embracing AI, the billionaire insists, "you can increase the margins dramatically and create very different types of businesses." Gil lists tasks like text manipulation, audio, video, coding, and sales as key tasks generative AI can supposedly help streamline — all things it's notoriously awful at, by the way, so you could look at the whole project as a huge bet that the tech will improve dramatically enough for it to succeed."There used to be these technology-enabled roll-ups 10 years ago, and most of them kind of ended up being not really that much of a user of technology," Gil told TC."It was kind of like a thin veneer painted on to increase the valuation of the company," he said without a hint of irony. "I think in the case of AI, you can actually radically change the cost structure of these things."In reality, experts say it's more likely that competition in the tech space and poor performance by AI models make this strategy a bust. But hey, billionaires know best.Share This Article

Already suffering from steep declines in sales and profit, the carmaker could now face the president’s wrath.

Like a good pair of Basquiat Crocs, there are innumerable bad ways to license an artist’s work. So when Airstream looked to partner up on a project with the Frank Lloyd Wright Foundation, the aluminum-clad trailer brand could have just printed one of the architect’s famous patterns on a limited run of its vehicles and called it a day. It probably would have even sold well. But that is decidedly what Bob Wheeler, Airstream’s president and CEO, did not want to do.  “We said, ‘All right, let’s make sure that everything has a purpose and a function—that way it’s not just a pastiche, or some kind of lame attempt to mimic something,’” Wheeler recalls. “We didn’t want it to seem overdone or kitschy.” Instead, the brand embarked on a multiyear collaboration with the experts at Wright’s Taliesin West home and studio in Scottsdale, Arizona, and today the two are rolling out the 28-foot Airstream Frank Lloyd Wright Usonian Limited Edition Travel Trailer. With just 200 numbered vehicles that retail for $184,900 on offer, you—like me—might not be able to afford one at the moment, but they just might also restore your faith in the art of the artist collab at large.  [Photo: Airstream] BETTER LATE THAN NEVER Wheeler has a passion for midcentury design (as you might expect of Airstream’s CEO), so it tracks that he’d be a natural fan of Wright’s organic architecture. “Honestly, this has been a dream of mine for the last 20 years, which is about as long as I’ve been president of Airstream,” he says. “Why are Wright’s designs so celebrated today? It’s because they’re timeless. I think there are values there that incentivize someone to buy an Airstream that overlap in some meaningful ways.” Though Wright and Airstream founder Wally Byam were active at the same time and likely shared some of the same design fan base, there’s no record of them ever meeting. But a collaboration between the two ultimately proved inevitable when Wheeler reached out to Wright’s foundation in 2022. Foundation historian Sally Russell says her team wasn’t initially sure how robust a joint project could be. They eventually toured the Airstream factory in Ohio where the trailers are handmade using 3,000 rivets over the course of 350 hours, and saw how much customization was truly possible. Then she realized that it could be a great showcase of Wright’s work.  Beyond an Airstream’s signature aluminum exterior, Wheeler says the trailer is essentially a blank canvas. “And that’s where we can really flex some design muscle and allow others to do so.”  Russell says the foundation first explored whether to make the trailer feel like an adaptation of a specific Frank Lloyd Wright home. “The answer to that was no,” she says. “We didn’t want to try to re-create the Rosenbaum House and shove it into the size of a trailer. It didn’t make sense, because Frank Lloyd Wright certainly designed for each of his individual projects—he created something new, something that expressed the individual forms of the project, the needs of the client. So there was a great awareness of wanting to continue that legacy through the work that we did on the trailer.” The two teams ultimately homed in on the concept of Usonian design, a style that aimed to democratize design via small, affordable homes with a focus on efficient floor plans, functionality, and modularity.  In other words: an ideal fit for an Airstream. [Photo: Airstream] COLLAPSIBLE CHAIRS AND CLERESTORY WINDOWS When you approach the trailer, the connection to Wright is immediate on the custom front door featuring the Gordon leaf pattern, which the architect commissioned his apprentice Eugene Masselink to design in 1956. It’s a tip of the hat to nature, presumably an Airstreamer’s destination, and can be found subtly throughout the trailer in elements like sconces and cabinet pulls—but not too much, per the design mission at the outset. (“At one point we had a lot more of that Gordon leaf in there,” Wheeler notes. “We dialed that way back.”) With the push of a button, the bench seating converts into a king-size bed—one of Wheeler’s favorite elements. It is the largest bed in any Airstream, and is a first for the company, he says.  [Photo: Airstream] Another convertible element, in line with that focus on modularity, is the living space at the front of the trailer. Here, a dining table, desk, and seating inspired by the slant-back chairs that Wright used throughout his career collapse into a wall cabinet. Wheeler says Airstream used to deploy clever features like this in the midcentury era, before modern preferences trended toward built-in furniture. “So in some ways, this is a bit of a flashback to an earlier design in the ’50s, which is appropriate.” The teams also honored Wright’s focus on natural light, relocating Airstream’s usual overhead storage in favor of clerestory windows, which are prominent in Usonian homes. Meanwhile, the overall color palette comes from a 1955 Wright-curated Martin-Senour paint line. Russell says the team selected it for its harmonious blend with the natural settings where the trailer is likely headed, featuring ocher, red, and turquoise.  Ultimately, “It’s like a Frank Lloyd Wright home, where you walk into it, and it’s a completely different experience from any other building,” Russell says. “I hope that he would be very happy to see that design legacy continue, because he certainly did that with his own fellowship and the apprentices that he worked with.” [Photo: Airstream] USONIAN LIFE Starting today, the limited-edition, numbered trailers will be available for order at Airstream dealerships. Wheeler says the company was originally going to release just 100 of them, but got so much positive feedback from dealers and others that they doubled the run.  On the whole, the collaboration comes in the wake of a boom time for Airstream, which is owned by Thor Industries. Airstream experienced a surge during the pandemic, resulting in a 22% jump in sales in 2021 as people embraced remote work or realigned their relationship to the world.  “We’ve come back to earth now, and now we’re much more tied to actual market retail rates, which is what we know,” Wheeler says. In its third-quarter financials, Thor reported $2.89 billion in revenue (up 3.3% from previous year). While the company declined to provide Airstream-specific numbers, its overall North American towable RV division is up 9.1% from the same period in 2024. But there’s a problem afoot: The current administration’s tariffs, which Wheeler says made settling on the price for the Frank Lloyd Wright collaboration tricky. He adds that the company is struggling with shortages caused by the disruption in the supply chain, and high interest rates are also a problem.  [Photo: Airstream] “Look, we’re 94 years old,” he says. “We’ve been through more of these cycles than we can count, so we’re fine, and we’ll continue to trade on authenticity, quality, great service and support, a great dealer network, and a brand that really has become part of the fabric of the U.S. traveling adventure.”

Tesla has spent much of the year dealing with struggling sales and a deteriorating brand. Now CEO Elon Musk has drawn the ire of the president.