Going “New-School” with Omnichannel Marketing

Published on LinkedIn March 4, 2016

Customer Experience

Don’t miss this CMO.com Omnicommerce Article about the challenges Marketing leaders have faced in moving from “old-school” to modern marketing.

Last century we Marketing types used multichannel tactics all at once to saturate a market – TV, radio, print, billboards, etc. Then, as digital and social media expanded the channel options, we worked to create consistent messaging across them all. Author Vebeka Guess writes that with cross-channel marketing, “…whether your Web page is viewed from a desktop, laptop, mobile device, mobile app, or even in-store screens and kiosks, your message, look and feel are consistent and easily recognized.”

Now, with omnichannel marketing, we are interacting with customers throughout their entire lifecycle, across channels and through conversations. By understanding the customer’s total experience and making it seamless, Marketers can, as Guess concludes, “…create the dynamic, satisfying experience that today’s technology-driven customer expects.” In summary, evolving toward omnichannel Marketing requires both data-based knowledge of today’s consumers and “new-school” thinking. Better study up!

About Lorena Harris

Lorena Harris has more than 20 years of marketing leadership experience with large business service companies. Her expertise is in designing research-based content marketing programs for brand building and demand generation. Since earning her MBA from Duke, Lorena has built revenue-generating marketing programs for $B+ B2B service companies such as Fiserv, First Data and Vantiv (financial services), ADP (employee benefit services), Convergys (contact center services) and Donnelly (publishing services). More information available on linkedin.com/in/lorenaharris.
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