Every marketer needs to move beyond guessing at cross-channel digital ROI and start building a holistic understanding of the consumer behavior path.
The next wave? Omni-channel.
Omni-channel is definitely an iteration of multi-channel, and the good news is that this part of our industry has a tremendous amount of white space; nobody is doing a particularly good job, and that means opportunity, hopefully for you.
So what's the difference between multi-channel and omni-channel? It's all about awareness, consistency, and tracking. Multi-channel means that your brand is on all of the key channels mentioned above, and for many marketers, that alone has been a significant challenge. Ensuring that your brand can reach potential and existing customers on every channel takes some work. Doing so in a way that's customized and optimized for each medium takes significant planning, a smart digital strategy, and strong execution.
Omni-channel first became an important concept for retailers over the last year. When faced with the data below that crystalized just how few consumers planned their shopping "mostly in brick and mortar stores" (12 percent), retail stores have begun the process of trying to retool their systems to link activities among offline shopping and the many digital channels.