Putting omnichannel into campaign management

“Omnichannel? Not again!!” … I hear you utter. And rightly so.

We have all been on the crosschannel, then multichannel, then omnichannel bandwagon for far too long. Some people even got started with optichannel back in 2016, which I understand is meant to be the optimal channel for every context. Or was it the right channel for opticians? Not sure.

Bear with me for a moment though.

Whatever the term, the need to communicate across channels in a consistent manner is real. Customers (and potential customers!) perceive a company as a single unit and mentally assign all messages received from it to one company.

Making this work in real life is trickier than it might seem and requires a lot of data applied in the right way. Even the big guys have to make do with some obvious anomalies - just think of the last time you actually booked accommodation and kept on receiving booking.com ads for the exact place in perpetuity… after the trip. And this is on a single channel, digital.

Speaking at the 2018 Marketing Summit Hungary I introduced the areas we dig into when working with clients to build better campaign operations. And it’s not only about data.

The balance between customer journeys and AI generated triggers is probably where approaches differ most, but either is better than doing nothing and can be the best solution in any given industry and maturity level.

Approach all these topics in parallel and you will eventually deliver better content across channels. Omnichannel? Maybe.

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