It’s time to get real about omnichannel marketing
Omnichannel isn't the be-all and end-all. Columnist Kristin Cronin explains why creating the right message and experience for customers is more important than utilizing every channel.
When you stop to think about the evolution of marketing in the last decade alone, it’s pretty remarkable — especially how mobile has forever changed the way we engage with our favorite brands.
The billboard, television or email campaigns of yesteryear have transformed into in-app messages, chatbots and social memes. These are just some of the marketing channels that have developed in the last decade — and it seems as if more channels are being introduced all the time, especially with the introduction of voice-activated technology.
But effectively utilizing these new channels and capabilities seems to have gotten lost in the shuffle. In fact, driving business value through effective customer engagement is an area where many brands have fallen short.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.