Published: 01 February 2023
Customer behavior is complex, and marketing channels are impermanent — changing and blurring together. Digital marketing leaders need to go beyond omnichannel strategies by addressing customer context, making necessary trade-offs, using cross-discipline teams and factoring in automation.
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Marketing channels are blurring with each other, evolving, combining into composite channels, dispersing into multiple walled-off platforms and, in some cases, declining. This is creating a post-omnichannel environment, which makes marketing more complex and more confusing.
Online and offline activities are merging: Customers comparison shop with their smartphones while in-store, mobile apps help customers drive their cars and virtual experiences enable social interactions with friends and brands.
Customers are wary of how their data gets used, and expect transparency in that regard from digital marketing leaders. Customers want a clear value exchange so that they get something in return
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