Urbina, Noz. "Adaptive Content: the Omnichannel Technique You Need to Implement." Content Marketing Institute, https://contentmarketinginstitute.com/2014/09/adaptive-content-omni-channel-technique/. Accessed 29 April 2021.
Omnichannel is a refinement of the kind of multi-channel approach that I've called content everywhere. Where the content everywhere approach is aimed at delivering content on multiple channels, "Omnichannel is about understanding and optimizing for the entire journey across all channels," as Noz Urbina writes.