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!