About six years ago, our industry was under another buzzword: omnichannel. Specific to marketing, the term has caused more confusion than clarity. What does it mean, and really mean? Nobody really knew or knew. But of course, everyone has thrown the term anyway.
In my opinion, the omnichannel was a way to look at marketing spending on multiple channels like digital, outside, television, in-store, print, radio and more, with the ability to adjust budgeting across each of them to make it more effective and efficient. Of course, measuring all this has turned out to be very difficult beyond a dashboard.
Even more difficult was determining what motivated the action of buyers and when. If you are marketing on all these channels, how can you accurately tell which point of contact, on which channel, has had the most impact by itself or in combination with others? You really can not, and you still can not.
[Read the full article on MarTech Today.]
The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. The authors of the staff are listed here.