Welcome to Omnichannel Week

Share this content:
Welcome to Omnichannel Week
Welcome to Omnichannel Week

Multichannel marketing is nothing new, of course.

Ever since brands and agencies started aligning campaigns across magazines, billboards, and radio, we've lived in a multichannel world. The last ten years, of course, have seen channels proliferate at an extraordinary rate: Whoever thought that a kind of pre-Tinder for Harvard students would, by 2017, be one of the most important marketing and advertising channels in history, with over one billion daily active users?

But omnichannel is a step beyond multichannel. And paradoxically, there are two ways of looking at the phenomenon. From one perspective, omnichannel marketing is literally about making use of every conduit (one-way and two-way) which can connect a brand to its audience — with the important caveat that not all channels are equally relevant to all brands.

But we're increasingly hearing from marketers that omnichannel marketing merely looks forward to the next step on this amazing journey, which is marketing without regard for channels. Channel-agnostic marketing means having strategies — a data strategy, an audience strategy, a campaign strategy — which are ready to execute across any channel, platform, and device.

When I spoke with Acxiom's customers last month about the vendor's "omnichannel integration" solution, what I heard about was the need to be able to "plug and play the data" regardless of whether the channel is old or new, digital or physical. One important aspect of omnichannel we'll be looking at this week is the re-investment in physical, real-world channels, now that it's increasingly possible to align them with digital.

So Omnichannel Week on DMN might well be a case of ave atque vale — hail and farewell. Hail to the innovative technologies which finally allow brands to apply a single view of the customer in every channel under the sun. And farewell to the very concept of channel marketing.

Follow along, and see if you agree.

Welcome to Omnichannel Week, a week at DMN where we examine the state of omnichannel marketing.

See all of the pieces here.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above