Omnichannel marketing is about being present or available across the consumer’s behavioral path: each potential contact point integrated with all others. The concept started in the retail sector where this behavioral path is easily tracked across online, offline and mobile touchpoints (both marketing and transactional). The digital arena will represent the first stage of more brands adopting an omnichannel mindset, as social and mobile data sources are blended with offline brand experiences. Customer data will be key to these efforts as big data moves from a passive pool of potential insights, into an active mechanism for deepening the meaning behind each.
