Getting Omnichannel Marketing Right
Fragmented messaging, siloed data, misaligned content, and baffling attribution models are all symptoms of a single underlying problem to which omnichannel marketing is the solution.
Fragmented messaging, siloed data, misaligned content, and baffling attribution models are all symptoms of a single underlying problem to which omnichannel marketing is the solution.
Marketing has always been a discipline built on understanding people. Learning what they need, what they fear, what moves them to act. But because of AI marketing trends, the environment in which that understanding is applied is changing faster than most of us have had time to process.
When marketers engage with creative agencies for brand creation services, the brief must go beyond visual identity and messaging pillars. It needs to include a genuine investigation into the emotional landscape of the target audience.
The broadcast model of content strategy, built on the assumption that audiences are passive recipients waiting to be informed or persuaded, is actively working against the brands that still cling to it.
