Beyond "Multi-Channel" Marketing

Yes, the latest buzz word for marketing in a digitally connected print world: omni-channel marketing.  It's about thinking about the customer shopping experience as it is now.  No one just shops anymore.  We see something online, then check it out for reviews on our smartphone, then pass it in a store window, then finally click to order it on our ipad. The key for the marketer will be to keep those many channels branded consistently.  The product needs to be recognizable no matter where it is seen.  Branding has never been more important.  Neither has consistency.

Think of omni-channel marketing as a way of orchestrating the customer experience across all channels so that it is seamless and integrated.