Omnichannel Commerce Strategy Playbook for Modern Brands

Consumers no longer follow a linear journey. They may discover a product on social media, read reviews on a brand website, compare prices on search, ask their preferred generative AI engine for recommendations, and complete the purchase through a retailer's checkout. Brands that cannot deliver seamless experiences across these touchpoints lose sales and customer loyalty. In fact, according to recent research, omnichannel shoppers account for 73 percent of retail consumers. 

Therefore, it is not more critical than ever that commerce brands deploy omnichannel marketing strategies. A strong approach ensures every consumer touchpoint is shoppable and measurable, and that brands have access to omnichannel data that informs smarter media and commerce decisions.

MikMak enables this vision by accelerating sales, improving profitability, and equipping teams with unified analytics.

Brands can drive true incrementality by rebalancing their media mix. Additionally, capturing and acting on real-time data enables brands to pivot their campaigns effectively when volatility strikes.

Combine upper and mid-funnel media, such as national digital campaigns, with lower-funnel investment like retail media and brand website optimization to drive awareness and conversion simultaneously.

Focusing exclusively on one or the other creates imbalance. Brands that invest only in lower-funnel may struggle to generate new demand. Brands that invest only in upper-funnel may not capture enough conversions.

The most effective omnichannel marketing strategies for commerce brands to integrate both. By combining national campaigns with retail media activations, marketers can create a full-funnel commerce enablement approach that drives reach and conversion simultaneously.

MikMak makes this balance actionable by embedding shoppable pathways into all forms of media, and then unifying the resulting omnichannel data so marketers understand which investments are driving incremental sales.

While a full funnel strategy on its own is vital, the real opportunity for business growth lies in enabling commerce everywhere your shoppers spend their time. 

Social platforms, influencer-driven discovery, and short-form content drive interest, but the path to purchase must be clear and actionable. If your products aren’t shoppable from the moment of inspiration, your brand is losing market share.

Using a software solution like MikMak, brands can implement shoppable media content across all platforms, including retail media, national media, brand websites, and many other touchpoints where shoppers may be looking for or discovering your products.

Where Brands Are Investing Today

Here are some of the most recent data we found about which channels brands are investing in the most, and where they are seeing the most organic traffic:

As the data shows, while Paid Search and Social lead when driving awareness, balancing media across channels can lead to conversions throughout the shopper journey. Here are MikMak’s best practices and examples for each channel so your brand can optimize its omnichannel campaign strategy.

  Omnichannel Commerce Marketing Best Practices for Social Media

Social remains one of the most influential environments for product discovery and purchase inspiration. Consumers expect content to be entertaining and actionable.

Using first-party data to optimize your social strategy is key to ensure your products are presented on channels that convert for your brand.

Here are some examples of brands that used MikMak to enable their social media campaigns: 

MikMak powers commerce enablement inside social feeds by:

• Embedding shoppable cards, stories, and reels

• Connecting first-party engagement data to retail conversions

• Tracking engagement, product clicks, and sales attribution

  Omnichannel Commerce Marketing Best Practices for Brand Websites

Your brand website is the one channel fully under your control. It is a hub for education, loyalty, and conversion.

MikMak enables brand website experiences that are both inspirational and transactional through powerful tooling like:

• Shoppable modules and recipes

• Where-to-Buy solutions and in-stock product locators

• Personalized recommendations powered by first-party insights

• Analytics that track how traffic flows from brand.com to retailers

 Search & AI Search 

Search remains a primary entry point for consumer journeys. High-intent shoppers use it to compare products, check availability, and purchase using their preferred checkout option. As MikMak data showed earlier, both paid and organic search are crucial to discovery and conversion. 

While Search Engine Optimization (SEO) continues to be important to reaching consumers, Generative Engine Optimization (GEO), a strategy focused on optimizing content for visibility in AI-driven shopping experiences and generative models like ChatGPT and Google AI Overviews, is becoming increasingly important.

Brands that focus on both will continue to show up in consumer searches. To learn more about GEO, read our recent guide, How Brands Win AI Shopping with GEO.

Here are some examples of brands that used MikMak to enable search campaigns:

MikMak integrates search marketing with commerce enablement:

• Turning search ads into shoppable experiences

• Directing traffic to MikMak-enabled landing pages with retail checkout options

• Measuring conversions tied to specific keywords and campaigns

 Video and Connected TV

Video and CTV environments offer attention, reach, and storytelling power. Research from Emarketer shows that U.S. connected TV (CTV) ad spending will grow 16.8 % in 2025 to reach about $33.48 billion.

CTV is a powerful awareness play for brands to feed discovery with their intended shoppers.

Here are some examples of brands that used MikMak to enable CTV campaigns:

MikMak integrates shopping into video and CTV by:

• Adding clickable overlays that link to retailer or brand purchase options

• Attributing video engagement directly to retail sales

• Delivering full funnel metrics from view to click to purchase

  QR Codes and Out-Of-Home (OOH) Marketing

Programmatic and OOH campaigns expand reach into digital streaming and inventory marketplaces.

Here are some examples of brands that used MikMak to enable QR Code and OOH campaigns:

With MikMak, brands can:

• Enable their QR codes to make products shoppable from anywhere 

• See real-time data from QR Code and OOH Campaigns 

• Route shoppers who scan QR codes to MikMak landing pages with retail checkout options

 Audio and Podcast

Audio offers intimacy and high listener attention. It can also drive measurable commerce outcomes when integrated with shoppable technology.

Here’s an examples of a brand that used MikMak to enable Audio campaigns:

MikMak enables commerce in audio environments by:

• Embedding trackable links or promo codes

• Routing listeners to MikMak landing pages with retail checkout options

• See real-time data from audio Campaigns

 Search & AI Search 

Search remains a primary entry point for consumer journeys. High-intent shoppers use it to compare products, check availability, and purchase using their preferred checkout option. As MikMak data showed earlier, both paid and organic search are crucial to discovery and conversion. 

While Search Engine Optimization (SEO) continues to be important to reaching consumers, Generative Engine Optimization (GEO), a strategy focused on optimizing content for visibility in AI-driven shopping experiences and generative models like ChatGPT and Google AI Overviews, is becoming increasingly important.

Brands that focus on both will continue to show up in consumer searches. To learn more about GEO, read our recent guide, How Brands Win AI Shopping with GEO.

Here are some examples of brands that used MikMak to enable search campaigns:

1. Audit your channel mix: Identify where you are not yet enabling shoppable experiences.

2. Balance media across the funnel: Create a full-funnel approach that generates awareness and captures conversions.

3. Tailor creative for each channel: Customize messaging and formats to fit the platform.

4. Leverage first-party data: Use insights from MikMak to improve targeting and campaign efficiency.

5. Test, learn, and optimize: Continuously measure performance and adjust based on omnichannel data.

6. Strengthen retailer relationships: Share insights to build co-marketing strategies that benefit both brand and retailer.

An omnichannel marketing strategy for commerce brands requires more than multichannel presence. It requires true commerce enablement across every touchpoint and omnichannel data to unify performance.

• Accelerate sales by making every consumer interaction shoppable

• Improve profitability by reducing wasted spend with precise attribution

• Grow stronger retailer relationships through shared data and insights

• Create a connected consumer journey across brand sites, social, search, video, audio, and programmatic

To learn more about how MikMak can help activate and optimize your brand’s omnichannel approach, schedule a demo today.