What Is 'Omnichannel'? And Is It Different From 'Multichannel'?
It also requires that marketers invest in data governance, data quality, data-sharing technology platforms, analytics, preference centers, multivariate testing, employee and partner training and strategies to work toward this omnichannel vision, that is, from this consumer's perspective.
Suffice to say, multichannel—interacting with customers in multiple channels—is a journey stop to omnichannel. Omnichannel is smart marketing, realized—and very hard work. As a communications professional, I'll be attending several omnichannel learning venues this Spring to see how brands are trying to make this vision happen.
For those in the New York area:
On April 23: http://www.dmcny.org/event/2013-breakfast-series-3 (Direct Marketing Club of New York)
On May 22: http://www.dmixclub.com/CMS_Files/index.php (Direct Marketing Idea Xchange: This is an invitation-only event for qualified senior-level marketers. Please reach out to me if you would like to be invited.)
On June 10: http://www.imweek.org/ (Direct Marketing Association, in cooperation with eConsultancy)