Content-First Omnichannel Planning
Patty Radford Henderson, Annum
Today’s consumers and business buyers shop across multiple channels and devices and are bombarded with information. Only brands that deliver integrated omnichannel experiences can cut through the clutter. According to recent research by Omnisend, “marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign.”
Sounds simple, but digital channels are technically complex. They require channel-specific expertise and often purpose-built production tools, which means that marketers end up planning and working in siloes. In a recent report from the CMO Council and Televerde, organizational silos are listed as the biggest internal challenge to meeting revenue targets.