• http://www.brysonmeunier.com/ Bryson Meunier

    Just submitted my response to your column for next week’s mobile marketing column, called “Omni-Channel Marketing and Mobile-Focused Marketing are Not Mutually Exclusive, Stupid.” I don’t think you or other One Web advocates are stupid, of course. I just think you’re overreacting to stripped down mobile sites by throwing out the baby with the bathwater. Many types of mobile-focused marketing, like mobile coupons, GPS-driven store locators and location-aware reminders, click to call, indoor maps and barcode scanners are highly effective and loved by users. We can still provide adaptive content when appropriate as part of omni-channel marketing, and provide great mobile-focused marketing when appropriate. I agree that omni-channel marketing is important, but it’s not incompatible with mobile-focused marketing, as your article somewhat insultingly suggests.

  • http://blog.vendhq.com/ Francesca Nicasio

    “Those that create the best omni-channel experiences for their clients will hold a significant advantage over the competition.” –Couldn’t agree more. In an age where showrooming’s so common and retailers are closing up shop, it’s more important than ever to establish a presence on several channels and platforms (i.e. brick-and-mortar, mobile, online, catalog etc).

    Not only that, but companies have to let customers to transact, interact, and engage across these channels simultaneously or even interchangeably.

    Aside from the examples you mentioned above, I think Nordstrom is also doing a pretty good job in ominchannel. It’ll be interesting to see how other companies execute their strategies.

  • aaronstrout

    Bryson – I think you are missing my point. I am still a HUGE advocate of mobile and location-based marketing (I wrote a book three years ago called Location-based Marketing for Dummies). I also write a monthly column here focused on mobile/LBS marketing. My only point is that marketers need to stop looking at channels like mobile in a silo.

    Bottom line, customers want to research, discover, interact, shop and share when and where they want. Forcing them to pick one channel or another or worse, not connecting the dots between those channels, is not good business.

  • aaronstrout

    Thanks Michael. Appreciate that. And I like your thinking about the new definition of “mobile” as a conduit.

  • http://www.brysonmeunier.com/ Bryson Meunier

    Aaron, thanks for the response. You can probably understand my confusion, given that you say “Don’t adopt mobile-focused marketing” in the title of your article, and write mostly about experiences that are possible regardless of context. This seemed like one of many pieces I’ve read claiming there is no mobile context, which I’m glad you don’t agree with. Appreciate the clarification. The article I referenced went live here this morning: http://marketingland.com/omni-channel-marketing-mobile-focused-marketing-are-not-mutually-exclusive-stupid-76145 May not apply to your position, specifically, but it should be of interest to those many people who are advocating One Web, omni-channel, adaptive experiences at the expense of providing relevant mobile experiences not possible on all platforms.