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The importance of an omni-channel approach

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I’m not crazy about using buzzwords, but I will make an exception for omni-channel since the concept is so important in today’s marketing environment. When you look at how consumers are receiving messages, you have to acknowledge that delivering a seamless experience is a must. When consumers find a glitch or inconsistency in their experience or along their journey, they drop out or, worse, they turn to your competition. At its core omni-channel is basically multichannel with an amped-up twist… the difference is the seamless integration for the customer.

The notion of omni-channel could be discounted as the latest flash, but it does represent a huge change in how we need to market today. The world of marketing is no longer in transition; we have left the land of push messaging behind. One-to-one consumer communication is now the rule. As marketers, we’ve typically focused on right message, right channel and right time, but today’s consumer is interacting with brands on an on-going basis via an ever-growing number of channels. Indeed, according to Google Research, 90 percent of multiple device owners switch between three devices per day to complete a task.

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