10 things you must know about OmniChannel marketing

Integrated marketing communications is poised to take on a whole new meaning, a new complexity, a bewildering fluidity. Are you ready?

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You’ve probably seen a new buzzword creeping into online marketing conversations—”OmniChannel marketing.”

John Bowden, senior vice president of customer care at Time Warner Cable, defined it in a recent Marketo post:

“Multi-channel is an operational view—how you allow the customer to complete transactions in each channel. OmniChannel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. OmniChannel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, OmniChannel is multi-channel done right!”

You might be wondering, “What is really new here? Haven’t we always wanted to do a good job with our multi-channel marketing?”

Why is this hot now?

Earlier this year Wal-Mart asked its suppliers to develop OmniChannel strategies. Thousands of companies are in a frenzy to figure this out. You never ignore Wal-Mart.

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