Gartner Research

How to Prepare for the Post-Omnichannel Marketing Era

Published: 01 February 2023

Summary

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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Overview

Key Findings
  • 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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Analysts:

Suzanne Schwartz

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