What is omnichannel customer engagement?

Omnichannel customer engagement is the practice of connecting with customers across all channels—online, in-app, email, social, mobile, in-branch, and more—while delivering a consistent, on-brand experience. It unifies customer data from every touchpoint to enable timely, personalized interactions that meet customer needs and expectations.

What are the benefits of omnichannel customer engagement?

Improved customer experience – Ensures seamless, consistent engagement across all touchpoints, no matter how customers interact with your brand. Increased loyalty – Personalization and tailored services foster stronger customer relationships and higher retention. Data-driven strategy – Cross-channel insights inform smarter marketing decisions and campaign optimization. Greater efficiency – Automation streamlines processes, saving time while maintaining consistency. Expanded reach – Engaging across multiple channels broadens audience exposure and brand visibility.

How does omnichannel customer engagement fit into a broader marketing strategy?

Omnichannel engagement delivers actionable customer insights and creates unified brand experiences, enabling marketers to align campaigns, content, and customer journeys. In Marketo Engage, it supports both acquisition and retention by integrating data, automation, and personalization across every interaction.

How does Marketo Engage facilitate seamless customer service?

When a customer begins a return request via website chatbot, the conversation transfers to a live agent with full chat history, who processes the return. The customer then receives SMS confirmation and tracking updates. By connecting web, live chat, and SMS, Marketo enables a smooth, consistent experience that builds loyalty.

How does Marketo Engage deliver personalized product recommendations?

A customer browses running shoes on an eCommerce site but leaves without purchasing. Marketo triggers an email with tailored recommendations and a discount code. If unopened, the customer sees a retargeted social ad with the same offer. Coordinated, data-driven personalization increases the likelihood of conversion.

ADOBE MARKETO ENGAGE FEATURES

Omnichannel customer engagement

Orchestrate and execute cross-channel campaigns — online and offline — with Marketo Engage as your centralized marketing hub for omnichannel customer engagement.

Email

Create personalized emails with user-friendly templates, responsive designs, and easy-to-use editing tools. Generative AI features and built-in listening tools also analyze engagement signals, automatically update content and shift your audience into the right nurture stream.

Generative AI authoring. Accelerate email creation using generative AI to streamline email personalization.
Drag-and-drop email designer. Build efficiently with a WYSIWYG editor to drag and drop text, images, videos, and more — without coding skills.
Direct access to creative tools. Use Adobe Express embedded directly into Marketo Engage to spark creativity and streamline creative workflows.
Templates and cloning. Choose from a library of mobile-friendly and customizable templates, or clone entire programs to save hours of time.
Batch and trigger email. Schedule one-time and recurring programs or trigger them based on real-time customer behavior, audience changes, and updates to your CRM.
Dedicated IPs. Get started immediately with a shared IP address or request a dedicated IP.
Deliverability tools and services. Improve email deliverability with tools and services to test, monitor, detect, and prevent issues and ensure renderability across email clients, mobile and desktop devices, and browsers.

Learn more about email.

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Events and webinars

Create, automate and streamline promotions and engagement for webinars, virtual and in-person events. Program templates for pre-, mid-, and post-event engagement, ensure you can scale and optimize your live and digital event programs.

Program templates. Create or clone multi-step engagement programs to manage invitations, registration, attendance, and follow-up, all within Marketo Engage.
Trigger real-time engagement at live events with schedule updates, SMS alerts, or connect to event apps like Cvent.
Third-party webinar platform integration. Use the pre-built integrations for On24, Zoom, GoToWebinar, Cvent, and more in your established event platform.

Interactive webinars

The native webinar hosting platform within Marketo Engage, Interactive Webinars, lets you engage your customers, better qualify leads, follow up faster and deepen personalization for every customer.

Rich customer data – the platform supports polling, surveys, chat, hand-raising, and Q&A to engage attendees, personalize follow-up content, and trigger deeper engagement.
Integrated scoring and alerts. Leverage webinar engagement data to adjust your lead and account scoring models, update sales routing, and trigger sales alerts, improving qualification.
Faster follow-up. Access and understand attendee data faster with an embedded webinar platform.
On-demand viewing and tracking. Boost webinar impact with on-demand viewing. Track individual visits, watch duration and take targeted actions through smart lists for enhanced nurturing and personalization.
Unified cross-channel attribution. Combine your webinar reporting with other Marketo Engage programs to get a complete view of performance.

Learn more about interactive webinars.

Content as a Service v3 - omnichannel-engagement - Friday, January 17, 2025 at 16:47

Adobe Dynamic Chat

Built directly into Adobe Marketo Engage and powered by Adobe’s generative experience models, Dynamic Chat is an embedded conversational engagement channel. It moves buyers into the sales funnel faster by letting them self-serve and self-qualify through a chat-based interface.

Learn more

Engage customers with Adobe Dynamic Chat

Learn more about Dynamic Chat.

Content as a Service v3 - omnichannel-engagement - Friday, January 17, 2025 at 16:48

Web

Quickly build landing pages that reference Marketo Engage data to personalize visitor content based on historical behavior.

Landing pages and forms. Embed custom forms and landing pages on your website that automatically pass data to Marketo Engage to trigger campaigns and workflows.
Personalization. Design, test, and optimize responsive pages that dynamically update content based on firmographic, profile, and behavioral data in Marketo Engage to boost visit length and conversions.
Retargeting. Re-engage known and anonymous visitors with personalized ads to drive them back to your site and automatically sync retargeting audiences across ad networks.

Mobile

Automatically trigger timely SMS or mobile app messages based on marketing activities, customer behavior, and customer profile attributes.

SMS text messaging. Create, send, and measure personalized lead- and account-based SMS text messages to opt-in audiences.
Mobile push messaging. Empower marketers to create, send, and measure in-app messages on their existing mobile applications. Simply use the mobile software development kit (SDK) for iOS and Android.

Personalize audience segments and activate audiences

Display advertising

Powerful, personalized ads can be quickly created and activated across platforms to ensure customers receive the most relevant content.

Ad network integration. Send a target list to ad networks such as Google, LinkedIn, and Facebook.
Audience activation. Initiate and match lead- and account-based audiences from Marketo Engage for targeted, personalized ad campaigns.
Form automation. Integrate lead generation forms into ad creative and use Marketo Engage paid media activity triggers and filters to automate workflows based on ad engagement and conversions.

View social channel activity from Facebook, LinkedIn, and X within Marketo Engage, then incorporate the data into campaigns and measurement.

Engagement tools. Use integrated forms and landing pages.
Metrics. Let marketers view their social funnel and analyze engagement activity inside Marketo Engage.