Get the most important digital marketing news each day.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.

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.

Kristin Cronin on November 30, 2017 at 3:46 pm

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.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Kristin Cronin

As the Director of Marketing Communications at Localytics, Kristin is focused on driving the public relations, analyst relations, thought leadership, event sponsorship/speaker's bureau and social media strategies for the company. She brings 15 years of experience in leading global public relations, marketing communications and content marketing campaigns and programs for a range of B2B technology companies, including early stage startups all the way up to large public companies.