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Generative Engine Optimization (GEO) Guide

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?

The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.

Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Find out how you can leverage LinkedIn to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

What Is Data Analytics?
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.
Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.
Well, then, there is one thing you can't do without...Marketing!

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

Meltwater works with over 30,000 agency and brand clients all over the world. Operating in many diverse markets gives us unique insight into the challenges marketing agencies like yours face when it comes to staying agile and demonstrating results. Leading agencies are using Meltwater to address these challenges with ease. Together, we can explore how these agencies are transforming their efforts and proving their value thanks to the power of technology and insight.

Our aim is to provide a single source of truth for your agency as well as your clients.

Influencer Marketing and Management for Your Clients

Tip: Learn how to hire a marketing agency.

We understand that branding is about so much more than just the brand. It is a complex discipline which comprises your social footprint, pre-planned designs, concepts and products. It can be easy to create a brand, but building that brand  takes time and commitment. In the same breathe, agencies and in-house teams alike are required to quantify results and every client has their own preferences or objectives in terms of KPIs. Without the right tools, it can be resource intensive, but in the end, the dedication to your brand is paramount, because a company can only build and maintain an emotional relationship with the customer through branding.

Agency clients use Meltwater to measure and monitor brand performance, by creating custom searches - including media exposure, sentiment, and potential reach. With Meltwater, making sense of the data is simplified with the provision of clear and centralised dashboards and presentation-ready reports. This enables our clients to understand their brand's impact in real-time, while making use of interactive visual dashboards and analysing the metrics that matter.

Did you know? Now there are also TikTok scheduling tools available!

Another crucial aspect of brand management involves benchmarking against competitors or peers in the market place. So, how do you discover which competitors are gaining traction across news and social media channels? Let's take a look...

It isn't always easy to validate the cost of a campaign, however, agencies can demonstrate performance by getting down to the cold, hard facts. Collect accurate data in real-time, tally your wins for clients and create more in-depth strategies. 

How do you validate the cost of a campaign? Return on Investment (ROI). Those three letters can sometimes feel illusive when you're working on multiple projects with different clients. That being said, Meltwater can help you centralise your information in one place enabling you to monitor and track a campaign from beginning to end and analyse the results within the platform collaboratively.

Analyse to optimise - our clients use campaign tracking as a crucial tool when it comes to adapting their strategic thinking; digging deep to draw meaningful insights that formulate new ideas and facilitate more meaningful proposals.

Campaign tracking also helps you justify spend or increased budget requests and prove that your work is (quite literally) paying off. 

Attribute the value of your earned media to revenue

Determine whether you're meeting your core goals and KPIs

Monitor and analyse traffic, leads and conversions

Use Custom Scoring to determine the quality of mentions

Plug into a CRM to customise and track your user's experience.

Compare channel performance to determine where your energy and resources are most effective.

As influencer marketing becomes more popular, not just for B2C but B2B, NGOs and Direct To Consumer (DTC) organisations, it’s important to have a robust system in place that allows you to find, vet, contact and manage influencers. 

Social media influencers can help spread your message to a wider audience online, adding a level of authenticity that can only come from the endorsement of a trusted third party. The best influencers spend years building up organic audiences which trust their recommendations, and they can give brands a significant performance boost through well-planned partnerships.

But influencer marketing is hard to get right, and there are a lot of pitfalls for marketers who aren't adequately prepared to navigate this evolving landscape. With an explosion of social media influencers on TikTok, Instagram, YouTube and other social platforms, it can be difficult to find the right creators to work with, and to manage those relationships.

Meltwater helps clients build an influencer marketing hub for your brand that streamlines the entire process and helps you increase ROI from influencer partnerships. Plus, it makes managing your campaigns more productive (as an agency and for clients).

Find the best influencers that align with your objectives and brand

Use our powerful analytics to build an influencer marketing strategy

Streamline influencer campaign management with a purpose-built CRM platform 

Automate reporting and analytics to track ROI.

Whatever industry you’re in, our influencer tool can help you pinpoint the most influential voices in the space and verify that their audiences are genuine, so you never have to worry about wasting time with fakers.

The filters help you focus your search on topics, regions, and channels while audience demographics can help you target the right audiences through influence.

And it’s not just for superstar-influencers with a global footprint. We know that specific brands gain more value from partnering with highly targeted micro-influencers, covering niches that are specifically relevant to targeted interests. Whoever you want to work with, we’ll help you find them.

The wrong relationship can be highly damaging to your brand, so it’s essential to thoroughly vet potential influencer partners to be sure they’re right for what you're trying to achieve. Our algorithms give you a complete picture of the influencers you're thinking of partnering with.

With this level of in-depth understanding, you'll be able to recruit a comprehensive network of brand advocates who can share your message with their networks. This will enable you to reach an even wider audience to increase brand recognition and, engagement on your social channels and, ultimately, make a positive impact on the bottom line.

Need help with your influencer marketing strategy? Get in touch with us using the form below.

Every day, billions of conversations take place on social media: in tweets, posts, comments, blogs, reviews, podcasts, and more. 

Whatever business you’re in, a portion of those discussions are directly related to your offering. The internet is full of people talking about your brand, competitors, the industry you work in, the problems you could help them with, and many other topics that could provide valuable insights for your organisation. And, if they are speaking about your brand specifically, they're still taking part in conversations that have do do with your industry, representing potential.

But how do you find and make sense of those insights, when they’re buried under a rapidly growing mountain of social media data? 

This is what social listening tools are for. They search social media for you and sift through those huge volumes of social data to extract what's relevant to you by filtering specific words and phrases, such as your brand name or related topics.

This produces a smaller, more manageable dataset, which can then be analysed to provide useful insights.

And this relevance goes beyond social media marketing. Any company can benefit from a social listening strategy, as it will help you to better understand your potential customers and create data-driven marketing campaigns that align with your business goals.

If you’re not paying attention, you’re missing opportunities.

Whenever somebody mentions your brand on social media, or talks about a topic that’s important to your business, you should know about it. Meltwater offers the industry’s most comprehensive social listening platform, so you can be sure you never miss a relevant mention. Our tool scours data feeds from:

Meltwater gives you unlimited keyword search capability with no cap on result volumes. What does this mean? You can search for as many different keywords, brand names or hashtags as you like and you won’t be billed extra - no matter how many results those searches produce.

This is great news for agencies who want to grow their client-base without growing their costs, and for in-house teams that need to carry out a number of social media research tasks, and try out different ideas, while keeping the budget under control. Our Meltwater social media monitoring tool gives digital marketing professionals everything they need to effectively protect and grow their brands.

But it’s not just about what’s happening right now. To get a truly meaningful understanding of any topic, you can use Meltwater to search a 15-month archive of social data, including the full Twitter Firehose. This allows you to analyse historical patterns and perform year-on-year comparisons of key metrics.

With such a significant source of social data at your fingertips, there’s absolutely nothing you can’t learn. Build your query with our powerful Boolean search tool, and then dive into the data using the industry’s best analytics tools, to discover the hidden insights that will power your next marketing campaign, or inspire your next agency proposal.

In the digital world, data can help you generate new leads, gain brand credibility and reach new audiences - giving you the competitive edge. Our clients use Meltwater to stay ahead of the competition with insider insight into the strategies and performance of brands on their watch-list. 

The best way to generate new leads is to understand if your competitors are outsmarting you and where your brand is shining. Make sure you identify threats before they become a crisis and make the most of new opportunities.

By monitoring conversations about competitor brands, you can understand what their audience’s key pain points are and identify opportunities where you could step in and help. It also gives you a wholistic view of the marketplace and where you stand in terms of share of voice.

If you don’t have a standardised system for reporting on competitive research, it can be difficult to evaluate and report your findings. Meltwater’s benchmark reports allow you to create customisable dashboards to start understanding the competitive landscape in detail. Find overlapping content and audiences, view relevant conversations and understand how much clout you truly have. In the platform you can:

Create dashboards and benchmark against competitors

Plan strategic experiments, based on current data

Translate results into reports - in seconds

Find out which brands in your industry are your biggest competition.

Getting into the hearts and minds of your consumers is no easy feat - unless you have the right tools for the job. With Meltwater, you can identify user wants, needs and behaviours, and create exciting strategies and reports to inspire new campaigns for your clients. 

When looking at consumers, as marketers, we tend to gravitate towards creating personas often with a lot of guess-work on their age, interests and demographics. However, by monitoring social conversations you get rich insights into the different segments and communities across social media.

A key aspect of audience ‘feeling’ is sentiment. Sentiment is a metric, which was designed to provide helpful insights into how audiences feel about and perceive a brand (brand perception), particularly on social media platforms and in editorial news media. This marketing metric is used to help brands manage and protect their reputation, while staying abreast of their performance in the online environment:

Monitor unlimited keywords across all channels

Use Audience Analytics to make informed decisions about new campaigns

Research and listen to more than 200 billion social conversations.

The sheer volume of data available to agencies online can be a hinderance when it comes to truly understanding your market. With Meltwater, we help you distil that data into relevant and manageable bites that add real value to your research.

Draw refined insights from large data samples

Merge qualitative and quantitative insights for a holistic overview

Get unlimited ad-hoc searches to help you continuously refine your findings. 

We recently published an article dedicated to using Meltwater as a research tool for agencies, check it out.

How Will Leading Agencies Use Meltwater In 2024?

Looking for an all-in-one customer experience solution that can compete with Birdeye? We've researched the best alternatives so you don't have to.

Birdeye is a marketing platform that businesses use to enhance their customer service experiences. It lets users automate customer review responses, add web chats to their websites, and manage their listings on third-party review sites. Together, these tools help large and small businesses alike learn more about their customer journeys.

Whether you're currently using the platform or in the process of scouting options, you may be wondering about what other customer feedback and CRM options are out there. Read on to learn more about the best reputation management software that leading companies use today.

Here are the main companies to consider when looking for alternatives to Birdeye:

Birdeye lets users conduct review monitoring and surveys to determine customer satisfaction, but it only sheds light on a small sliver of a company's online presence, customer experience, and audience behavior. The best alternative to Birdeye is:

As a media intelligence and social listening suite, we have to put ourselves in a class of our own. Pulling and integrating data from social media, online reviews, blogs, and other channels, Meltwater offers the depth of information companies and brands need to make data-driven business decisions. Plus crisis management features like spike alerts let brands proactively manage their online reputations so they can get ahead of any potential PR emergencies.

Meltwater is a robust, comprehensive, and integrated software option. While Birdeye helps businesses oversee their online reputations with tools geared to managing review and listing sites, our solutions give businesses insight on a wide range of channels for a more comprehensive overview. Our platforms also eliminate the need for labor- and time-intensive surveys with real-time, AI-powered insights on conversations about companies, brands, industries, and competitors.

When it comes to audience engagement, Birdeye offers web chats and a social media messaging platform. By contrast, our social media engagement platform lets businesses manage all social media functions from one place — messaging and posting and built-in performance analytics.

Meltwater's Social Media Management Solution

Meltwater is the number one alternative to Birdeye, but you have no shortage of other options to compare us to. Here is a closer look at some other reputation management, customer experience, and reviews software platforms. 

As its name implies, NiceJob is a cloud-based reputation management platform that helps businesses rake collect positive reviews. It lets users automate review invites and reminder emails. Plus, its integration with branded websites gives you a constant stream of SEO-boosting content.

Ease of use and the ability to automate social media posts using the positive reviews you collected makes NiceJob a competitive option against Birdeye. Ultimately, larger businesses may prefer Birdeye, but NiceJob is a solid choice for any that want to consolidate social media management tasks.

Operating in a parallel vein of customer feedback software, Olark's customizable chatbots and chat analytics set it apart from Birdeye.

Choosing between these two boils down to one question: Do you want reviews or live chats? You may very well want both, but those separate martech tools add up. In that case, consider switching to an all-in-one reputation monitoring platform instead.

ReviewInc lets users find and respond to customer reviews from across the web via a single platform.

G2 reviewers love ReviewInc's customer support. Otherwise, Birdeye offers a  wider range of features for businesses that want added marketing capabilities, like SMS and web chat.

Also a review and reputation management software, ReviewTrackers shines when it comes to its easy-to-read analytics dashboards.

ReviewTrackers' biggest downside is its lack of customer messaging options. If you're looking for a tool that can help you engage with customers as well as monitor your feedback, Birdeye may be a better bet.


Swell is a "headless" e-commerce and customer service platform that makes it simple for users to develop their backend. Its main features include integrated payment and appointment scheduling tools, webchats, and automated customer review requests.

According to software review site G2, Swell doesn't rate as high as Birdeye when it comes to media monitoring and online reputation management. Still, many users like that it is easy to set up and use.

Vendasta is an end-to-end e-commerce platform with tools like a built-in CRM, basic task manager, and third-party listings manager.

Vendasta is a platform that individuals can use as well as businesses and large enterprises. It also has a freemium model that offers access to features like one snapshot report and 50 free email sends a month at no cost. This is a reasonable option for small businesses willing to sacrifice the more thorough media monitoring and reputation management capabilities of software like Meltwater.

Yext is a search-as-a-service software that helps businesses manage their customer support services, as well as listings and reviews on third-party websites. 

Birdeye's only operates in English. Like Meltwater, Yext supports a range of languages including German, French, Swedish, and Simplified Chinese. 

Yotpo is an e-commerce platform geared toward customer feedback and user-generated content (UGC). It helps businesses and brands in four main realms: reviews and ratings, loyalty programs and referrals, SMS marketing, and visual UGC. 

Yotpo lacks Birdeye's keyword tracking and mobile-deployment capabilities. Luckily, it has a free version that you can try.

With Zendesk, a cloud-based CRM, users can manage sales, customize sales dashboards, offer mobile user support, and automate emails. Among Zendesk's features is its seamless integration with Meltwater through a dedicated connector. This empowers users to automate repetitive tasks, streamline workflows, and achieve better collaboration between teams.

Looking for geo-targeting features and scalability? If so, Zendesk wins this head-to-head 


Still unsure which Birdeye alternative to turn to? Learn how Meltwater can save you the hassle of scouring endless review and listing sites by giving you audience insights in real-time. Try a demo today!

You can also get inspired by more Customer Experience Software & Platforms.

The Best Birdeye Alternatives 2025

Technologies that customers use in their everyday lives often become extensions of the way they do business. This sets a tough act for brands to follow, as customers may begin to create certain expectations based on their interactions with other companies. Because of this, being complacent about the customer experience you provide isn’t an option.

It’s important for businesses to keep up with customer experience trends (CX trends) so they can provide the best possible service to their customers. It’s the key to engaging your current customers, attracting new ones, and giving them what they want. When done well, your customer experience innovation may give you a competitive advantage compared to brands that have fallen behind the times.

Every year brings new advancements in technologies, as well as an evolution in consumer expectations and digital transformation.

Let’s explore some the 10 key CX trends to be aware of as we kick off 2024:

The Rise of Chatbots for 24/7 Customer Service

Predictive Analytics for Turning Data Into Insights

Virtual Assistants to Address CX Talent Shortages

Data-Driven Marketing for Hyper-Personalized Experiences

The Metaverse as a Battleground for Customer Experience

The path of the customer journey is becoming less predictable; it’s no longer a linear progression. Customers are likely to have multiple touchpoints with a business before making a final decision. Some of these touchpoints are self-guided, while others involve direct contact with a business.

No matter how, where, or when customers choose to engage, companies need to ensure their experience is as seamless as possible. This is the heart of an omnichannel customer experience — a key piece of digital transformation.

For example, let’s say a customer discovers you on social media, then clicks through to your website. They start shopping, maybe even adding an item to the cart. But when they pick up their session on their desktop computer at home, the item is no longer there. What’s more, the customer has to dismiss the multitude of website pop-ups before they can continue their journey.

Making the customer journey more omnichannel-friendly helps to address inconsistencies like these. 

Take Google’s cross device capabilities, for example. When logged into a Google account, customers can sync their browsing history and activity across all their devices. They can even access tabs on their smartphone that they left open on their laptop.

For brands to get omnichannel right, they first need a deeper understanding of their customers' journeys and all of the touchpoints within them. From there, you can look at how you engage customers at each touchpoint, find inconsistencies, and work backward to solve them.

The Meltwater Blog

How Will Leading Agencies Use Meltwater In 2024?

The Best Birdeye Alternatives 2025

The Greatest Customer Experience (CX) Trends 2024

Understanding Sentiment Analysis: A Complete Guide

The Best eCommerce Podcasts to Listen to in 2025

5 Quick Tips for Social Video Content

What Are the Most Used Social Media Platforms in the Philippines 2025?

The Top Emojis of 2023

Influencer Marketing and Mental Health: Lessons From Maybelline

Top 8 Image Recognition Software (2025)

What Is Trend Forecasting? Trend Prediction Guide

The 8 Top Chinese Social Media Apps, Sites & Platforms 2025