In today’s digital world, new consumer touch points are emerging at a breakneck pace. Mobile apps weren’t the first or the last in our ever-evolving channel ecosystem. We are surrounded by a million black slabs of screens, each of which is a potential opportunity and channel to engage and drive participation.
Omnichannel is not just being consistent across channels. It’s about being contextual and progressive through the customer journey. You may not have realized that it was the same person, but they expect you to. So it’s not limited to just the ad or the creative or the message being consistent across these mediums, but it’s about how well you as a brand marketer walk along with the client through their journey.
If we develop human-first experiences with consumers at the center, stop worrying about the method of communication we’re using, and instead focus on telling the story to truly connect with the person on the other end of our communication, we’ll elevate our craft. We need an “anti-channel” mindset to create channel-agnostic experiences, where the focus on the human connection outweighs the mechanism.