Omnichannel Implementation Challenges Revealed in New MMDSmart Report

A recent MMDSmart MessageWhiz report highlights the significance of omnichannel strategies in business growth, with 99% of companies acknowledging its importance. Despite this, only 43% have expanded their communication channels beyond email and SMS. The study, involving senior marketing and operations leaders, underscores the disconnect between strategy and execution. While 86% experienced increased engagement after adding new channels, execution challenges persist, especially for mid-sized businesses.

Messaging is primarily used for operational purposes, with 99% of organizations employing it for notifications and customer service. Yet, only 53% leverage it for growth activities. The report projects significant growth in promotional and loyalty messaging over the next six months, alongside growing AI interest. Furthermore, 98% plan to introduce new communication channels within a year, with 62% increasing their messaging investment in 2026.