April 18, 2016 / Point of View
Tom Lindell, managing director of Exponent PR, dispels the confusion over omni-channel marketing and how modern PR practitioners need to adapt to thrive in the new world it’s creating.
Omni-channel marketing is no longer the buzzword du jour. It’s time to dispel the confusion over what it is and adapt to the new world it’s creating for public relations practitioners. Forward-thinking, modern clients and CMOs consider it the future and you should, too. But it means you’ll need to adapt (again) to thrive.
First, omni-channel means that all marketing channels (including PR) are in service of the shopping moment—on or offline—and increasingly allow touchpoints to be a commerce opportunity. Since consumers are now engaging with brands everywhere (online, mobile, social, etc.), they can buy products and services everywhere. Each touchpoint should be consistent and complementary, providing a seamless experience, regardless of the channel or device.
Omni-channel is often confused with holistic or integrated marketing communications. It’s different. While successful omni-channel marketing relies on holistic and integrated marketing practices to work, an omni-channel approach ensures that each platform and device a customer will use to interact with the company is then used to deliver an integrated experience to sell a product or service.
Omni-channel is not a new term that means multi-channel. While all omni-channel experiences will use multiple channels, not all multi-channel experiences are omni-channel. A brand can use mobile marketing, social media and its website effectively, but it doesn’t provide consistent messaging across each of these channels, it’s not omni-channel.
Read the full article at PR News
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