Lily Harder

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.
Heather Fletcher is senior content editor with Target Marketing.

The BRAND United Optichannel Award was created to honor brands that demonstrated excellence, innovation, and outstanding achievement in a multichannel marketing campaign. Award winners are recognized for successfully utilizing a multichannel approach for brand awareness, as well as the innovative use of offline and online marketing tactics.

To be heard in this digital age, brands must deliver consistent and relevant experiences to consumers across many different channels, including traditional ones like direct mail. Print is a tangible touchpoint in the customer journey and makes an impact when incorporated into a larger omnichannel marketing strategy.

Bank marketing has a greater opportunity to stand out now that consumers don’t want to see staid, conservative, product-oriented promotions. Consumers want to know what their banks can do for them, which means customer experience marketing needs to enter the picture in order to enhance customer engagement.

It's one of the major themes we've seen this year among the most successful marketers: The customer's experience is your brand — far more so than anything you say in media, paid or earned. If you don't deliver a great omnichannel experience for your customer, your brand is going to suffer. So what goes into creating those experiences from the point of view of a CMO or brand leader? I have a great chance for you to find out.

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