Since the advent of Advertising, people have used media to communicate and convey information. After centuries of technological change, media has become more diverse. Gradually, each medium developed unique characteristics for advertising campaigns, and thus, flourished.
The Canadian communication theorist, Marshall McLuhan, said: “The Medium is the message.” In the evolution of modern advertising, the medium is no longer just an independent entity. As times change, marketers need to connect media with technological transitions and consumer behavior to tell brand stories better. Gradually, ad marketers bring together disparate media, messages, and touchpoints culminating in omnichannel marketing. From 2019 until now, the outbreak of COVID-19 has affected everything: social context, breakthrough technology, public policy, and even natural disasters, while affecting the marketing industry, which requires advertisers to rethink their media choices to adapt to these changes. This research paper uses omnichannel marketing as a bridge to successfully help brands thrive in the current and post-pandemic world. Facing the impact of the global epidemic, advertisers need to build their customized omnichannel strategy by choosing appropriate media and content to enrich the story experience and achieve success.