There was a time when using a single channel was enough for most people. The printing press gave us newspapers, we were happy. Since then, the market has changed rapidly and diversely. The term until about ten minutes ago was “multi-channel”, audiences were using different channels so we needed to target them differently.
Now we talk “Omnichannel”. Omnichannel should be defined as a slight extension of multi-channel, but was actually defined to me this afternoon as “uniting all channels to the same message to drive users through different channel touchpoints”. What this means to me is the classic business phrase “get all your ducks in line”.
It seems to me that Omnichannel is a simple content management idea. Making sure content works across all possible channels and having natural linkage between them. e.g. don’t send someone an email which doesn’t look or work like the website, the mobile sms, the banner, the social media page etc.
If you really want you can buy a Business Strategy paper on this on Amazon. I will reserve the right to tell you how much it costs…
