It’s no longer enough for marketers to influence customers or attempt to change their behaviors. Today, marketers also have to be mediums. They must foresee what customers want and when, and then predict how they can be there at that moment of truth to deliver.
This psychic ability is omnichannel marketing. And it’s no wonder that it’s currently more vision than reality. Getting there requires breaking down data silos and functional silos, thinking from the customer’s perspective, and in some cases, reorganizing marketing teams (see “Rethinking Marketing’s Org Chart in an Omnichannel World,” page 14). It also requires using data as connective tissue—that is, taking learnings from one channel and applying them to others—all to achieve that Holy Grail of delivering the right message at the right time to the right customer (see “The Omnichannel Data Opportunity,” page 8). It’s more about being omnipresent than omnichannel. Like the old VISA slogan, “It’s everywhere you want to be.”