Content area
Full Text
It's the challenge of omnichannel marketing, and it looks more similar to a spiderweb than a racetrack.
Perhaps the only thing that changes more rapidly than technology in today's amped-up digital environment is the terminology used to describe that technology and its impact on consumers-and marketers. One recent example is the advent of the term "omnichannel" marketing, which many struggle to differentiate from another relatively recent term-"multichannel" marketing.
Still, those who are most enmeshed in the field say there is a key distinction between the two, and it's one that will have an impact on marketers as they continue to seek ways of having a meaningful impact on the consumers they hope to engage. And, importantly, it's less about technology than it may seem.
WHAT'S THE DIFFERENCE?
Years ago, if a consumer wished to purchase a television, he would go to a local department store, view the various options, and buy a television. As the world evolved, that same person's purchase decision became informed not just by others (word-of-mouth), but through channels such as Consumer Reports, a print publication that offers reviews of various products. Then came the internet, and suddenly, a whole new world of possibilities emerged. Consumers were no longer reliant on local businesses to meet their needs. The internet allowed them to browse, research, and purchase online.
But the evolution didn't end there. Enter laptops, tablets, and smartphones. Consumers had multiple options to satisfy their shopping needs. They might choose to shop in-store, or they might shop via a desktop, laptop, smartphone, or smart TV. They might learn of a new product in an email or through a social media post, visit the website on their laptop to learn more, talk with some friends about their experiences with that product, and ultimately use their smartphone to make the purchase- or any number of possible combinations of these.
More options mean more opportunities for marketers to connect with and engage their markets. But it also means a great deal more complexity. Keeping interactions consistent across multiple channels and ensuring a seamless experience for consumers is the new challenge.
It's the challenge of omnichannel marketing, and it looks more similar to a spiderweb than a racetrack. "The difference between multichannel and omnichannel really...