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The concept of omnichannel marketing is incredibly relevant in a digital-first world, writes MotionPoint EVP Craig Witt in an article for Digital Commerce 360. But is there such a thing as too much omnichannel marketing?

Customers today move seamlessly between channels and devices during their experiences with brands. To reach them, marketers must choose the right media, channels and engaging content. However, brands should avoid overly diversifying their marketing mix.

Witt offers advice for crafting a balanced omnichannel strategy, including:

• Leveraging analytics, data and research surveys to discover how and where customers engage with you most
• Creating localized content to reach global customers, like a multilingual website or mobile app
• Focusing on channels that work today, and only considering new channels if they add value to your customer experience

Get more tips at Digital Commerce 360.