“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.”

Though Abraham Lincoln later adapted this phrase, it was actually 15th-century poet John Lydgate who first penned these often-quoted words. Interestingly, this famous adage—one that has spanned centuries—is just as true today as it was when Lydgate wrote it.

And what’s more interesting is its application to an overarching trend in modern-day marketing, summed up in one familiar word—omni-channel.

Ah yes, we all know about the widening grasp of this pervasive strategy. In a world where customers are finding more and more ways to engage with brands and businesses, companies are (understandably) attempting to be everywhere, for everyone—from traditional print ads and physical shopping environments to websites, emails, social media platforms, and more.

While we recognize the importance of providing a seamless, consistent experience for customers across various channels, we’re wary of the temptation to jump on every digital bandwagon that presents itself. Why? Because our passion and goal at Bonfire Effect is to work with businesses that stir the soul. But it’s hard for companies to stand out and inspire when their marketing efforts are spread too thin.

We’ve noticed that when businesses try to have a hand in every possible channel, it becomes difficult to maintain high quality of work, let alone relate to customers. The end result? Blending in to the endless abyss of digital marketing.

With this in mind, we have to wonder if these valiant efforts to keep pace with every area of omni-channel, while not unfounded, aren’t as effective as we’d like when it comes to engaging customers and growing businesses. Instead, what if companies adjusted their mindsets to focus on the areas where they could really have an impact? What if they broke the mold, choosing an optimal channel—opti-channel, if you will—approach to marketing over the conventional omni-channel model?

To us, opti-channel involves the dedicated effort to optimize the marketing strategies that have proven most effective for your business, allowing you to leverage your strong points and reap the ongoing benefits.

Maybe a blog has been your most successful marketing tool in the past. Or it could be that email campaigns are your true bread and butter. Perhaps you’ve had luck driving people to your website through social media posts. Whatever the platform or combination of strategies, putting your time, money, and other resources into the areas where you can truly excel improves your content and boosts your ROI.

An opti-channel approach can also give you the chance to really relate with your audience. When you refine your marketing focus, you have more time to learn about your customers and what makes them tick. This in turn lets you build a better sense of customer focus and create a tone that strategically and effectively captures your audience.

Last but not least, choosing to optimize a select number of marketing strategies allows you to better track, measure, and analyze your success in those areas. By honing in on key territories, you can dedicate more time to evaluating your impact and adjusting your work accordingly.

It’s easy to get bogged down by the overwhelming demands of digital business. But moving from conventional omni-channel thinking toward an opti-channel approach might just empower you to have a bigger impact, with a lot less stress and a lot better results.