In 2025, U.S. brands are no longer just running ads or posting content. They’re building connected journeys that follow the customer from their smartphone to their living room and even into the store. In this guide, we’ll look at what omnichannel marketing means in 2025, which Martech tools have the most impact, and how top brands are using this approach to stay competitive.
What Is Omnichannel Marketing in 2025?
Omnichannel marketing is all about offering your customers a smooth and personalized journey, no matter where or how they reach you. This could be through your website, mobile app, email, text messages, store visits, voice tools, or even smart gadgets.
For example, if someone views a product on your app, they may later see a related message while scrolling through Instagram.
Visit a store, and they may get a mobile notification with product tips. Every action should feel part of a larger, connected story.
In 2025, omnichannel includes:
- Websites and apps
- Email campaigns
- SMS alerts
- Voice and visual search
- Social media platforms
- In-store interactions
- Smart displays and connected devices
And Martech? It ties these experiences together, helping brands know their customers better and respond with the right message at the right moment.
Martech: The Engine Behind Seamless Experiences in Omnichannel Marketing
Without the right technology, creating a smooth experience across multiple platforms would be nearly impossible. Martech tools allow you to track user actions, personalize content, and automate delivery across all your touchpoints.
Here’s how:
1. Customer Data Platforms (CDPs)
A CDP collects customer data from every source—web, mobile, social media, email—and organizes it into one unified view. This helps marketers understand behavior and create better journeys.
Example: A visitor checks out red sneakers on your app. Your CDP logs this, and the next day, they receive an SMS offering 15% off that exact product. That’s data-driven personalization in real-time.
2. AI-Powered Personalization Engines
AI learns what your users like and adapts to them quickly. These tools predict what content, product, or offer will appeal to each person based on their behavior.
Think of how Spotify creates custom playlists or how Netflix suggests shows. In marketing, the same tech helps you send product recommendations, targeted messages, or even personalized landing pages. According to McKinsey, companies can turn to AI and generative AI to better scale their ability to personalize experiences.
3. Marketing Automation Platforms in Omnichannel Marketing
These platforms schedule and send emails, text messages, and push notifications based on customer triggers. But in 2025, they go beyond automation—they also help predict timing, optimize subject lines, and track which actions led to conversions.
Examples include: ActiveCampaign, Klaviyo, and Iterable. They help brands stay consistent while letting AI decide the best moment to engage.
Top Martech Trends Shaping U.S. Brands in 2025 in Omnichannel Marketing
Let’s dive into the major Martech-driven trends reshaping how U.S. brands operate:
1. Hyper-Personalization at Scale
It’s not just about using a customer’s name anymore. Brands are now adapting entire campaigns to each person’s behavior, location, weather, and purchase history.
Example: A skincare company sends different emails based on the humidity in your city. Dry climate? You get winter moisturizers. Raining outside? SPF drops from the newsletter.
This level of personalization is used to take teams of people. Today, AI does it in seconds—at scale.
2. Zero- and First-Party Data Collection
As third-party cookies vanish, brands are turning to data collected directly from customers via quizzes, surveys, loyalty programs, and account activity.
Case in Point: Sephora
Sephora gathers first-party data through beauty quizzes, reviews, and loyalty cards. They use this to suggest ideal products and send timely promotions. This builds trust while driving sales.
Unlike cookies, this data is accurate, user-approved, and better for privacy compliance. Forbes highlights how zero-party data redefines the marketing playbook, helping brands thrive in a privacy-conscious world.
3. AI Chatbots and Virtual Assistants
Today’s bots don’t just answer basic questions—they help customers find products, offer discounts, and even provide try-on features using AR.
Example: A chatbot on a fashion site helps users filter dresses by occasion, shows previews using AR, and even suggests matching shoes—all without needing a human rep.
This saves time, boosts engagement, and increases purchases. OpenAI’s enhancements to ChatGPT’s shopping capabilities aim to make it a primary tool for online consumers, as per Vogue.
4. Retail Media Networks (RMNs)
Retailers like Walmart and Target now act like media companies. They use in-store screens, shopping carts with tablets, and personalized checkout systems to show targeted ads.
Walmart Connect, for example, lets brands buy space to promote specific items in-store, using shopper data to make each message feel personal.
It’s ad targeting, but in the physical world.
5. Voice and Visual Search
Instead of typing, more users are now speaking or uploading photos to search. Brands must adapt their tools and content for this new search behavior.
Example: Google Lens lets shoppers snap a product picture and find where to buy it. If your product isn’t optimized for this, you could miss sales.
Voice and visual search are especially popular among younger shoppers who expect intuitive, mobile-first solutions.
Recommended: CDP Growth Expands to New Markets: CDP Institute Report
Case Study: How Nike’s Martech Stack Drives Omnichannel Marketing Success
Nike stands out as a brand that has seamlessly blended digital tools with physical experiences.
Here’s how Nike uses Martech:
- Nike App at Retail: Allows in-store users to scan tags, reserve shoes, and unlock exclusive discounts.
- Personalized Drops: Sends app, SMS, and email alerts about upcoming product releases based on user interests.
- Nike Training Club App: Offers fitness content for free, building loyalty while collecting behavioral data.
- RFID Tags in Stores: Track inventory in real-time, help recommend items, and speed up checkout.
Result: In a single quarter, Nike saw digital sales climb 84%. Much of this success comes from how smoothly their systems work together and how well they use data.
Challenges Ahead: What to Watch Out For
As exciting as Martech is, it comes with a few challenges:
1. Data Privacy & Compliance
Laws like GDPR (in Europe) and CCPA (in California) mean brands must be very careful about how they collect and use data. Transparency, consent, and trust are key.
2. Integration Complexity
With so many tools—CRMs, CDPs, chatbots, email platforms—it’s easy for systems to become disconnected. Integration takes careful planning and smart architecture.
3. Talent Gap
Martech requires a mix of skills: analytics, creative, and technical. Most teams are good at one thing but struggle with something else. This gap can slow down adoption or result in poorly executed campaigns.
What’s Next: Future of Martech-Driven Omnichannel Marketing
Looking ahead, expect Martech to evolve further, making things more predictive, emotional, and immersive.
- Predictive Intelligence: Tools will recommend not just what users want now—but what they’ll want soon.
- Emotion Detection: Emails and ads may soon shift tone based on customer sentiment or past mood.
- Blended Experiences: Augmented Reality (AR), Virtual Reality (VR), and even gamified shopping experiences will become part of omnichannel strategies.
FAQs
Q1: What does omnichannel marketing mean today?
It’s about giving people a consistent, personal journey across every platform—online and offline.
Q2: Why is Martech important for this strategy?
It helps you collect data, personalize content, and deliver messages automatically—at the right time, in the right place.
Q3: Which Martech trends should I focus on in 2025?
Look into AI-driven personalization, zero-party data, virtual assistants, and retail media networks.
Q4: Can small businesses use these tools too?
Absolutely. Many Martech platforms now offer plans for startups and small teams. What matters is choosing what fits your goals.
For media inquiries, you can write to our MarTech Newsroom at news@intentamplify.com
