Omni channel is not just a fancier name for multi channel. It represents a truly new methodology that is customer centric and non linear. It provides a seamless experience to the customer no matter the channel they interact with. Marketing today is more about outcomes than interactions. Outcomes are what omni channel marketing is all about, putting the customer at the center of the brand experience so that engagement turns into revenue and loyalty. There are major people, process, and technology challenges with moving from multi channel to omni channel. This requires a real strategic focus and commitment. In this day and age, there is a proliferation of channels and tactics and it is highly recommended that you, as a marketer, need to have a broad understanding of all of this. To learn more you need to understand channels to some level of detail before embarking upon omni channel personalization.