Sample Business Studies Paper on Branding and Omnichannel Marketing

Omnichannel marketing refers to a cross-channel marketing strategy that aligns content delivery across various marketing channels to provide seamless and consistent consumer experience (Deshpande, 2019). This strategy is taking the digital market by storm and Weiners (2017), in his article “How Luxury Brands are Adapting to an Omnichannel World”, shows the steps undertaken by major brands to embrace digital presence and performance. The four main steps that these luxury brands, such as Burberry, apply include aligning the offline to online experience since digital presence enables the discovery of products that lead to in-store pickups. The brand has also embraced the use of social media as one of the marketing strategies to bring the brand’s personality and story to consumers as well as focusing on mobile as the physical touchpoint for customers by investing in mobile-optimized websites. Lastly, luxury brands are offering excellent digital customer services, Burberry, for example, “offers users a live chat on its site so that consumers’ questions are answered promptly.”

As a consumer, I concur that omnichannel marketing, as presented by Weibners, makes it easier to look upon products offered by a given brand, locations of brand outlets, and agents of a given brand.  This strategy has reduced the efforts made by consumers in accessing products of a brand as it presents the “anywhere, anytime, and any device” approach to potential consumers.  My company has also not been left behind in the quest for digital presence. Currently, the company applies the use of social media, brand alignment in its outets and mobile-optimized website as key marketing strategies. Weiners’ article presents other methods that can be adopted at my workplace to ensure we remain in constant communication with potential consumers and reduce turnover rates for consumption of our products.

The discussion of brand alignment across channels has not been included in Weibners’ article despite it being a key step of the omnichannel strategy. Jones (2011) highlights that it is not easy to present a unified brand across all media. This is a challenge faced by companies daily. With the advancement in technology, especially for communication, a trivial misalignment, if posted on social media about a company’s brand, could result in tremendous loss of valued customers. Companies have to commit time and resources in creating brand harmony. Jones (2011) says that this can be achieved by educating employees to have a deep, actionable brand understanding as well as creating communication and interdependence among departments.



Deshpande, I. (2019). What is Omnichannel marketing? Definition, strategy, best practices with examples. Customer Experience- Article. Retrieved from

Jones, G. S. (2011). Brand alignment across channels. Multichannelmerchant. Retrieved from

Weiners, P. (2017). How luxury brands are adapting to an Omnichannel world. Forbes Communication Council. Retrieved from