Multi Channel vs. Omni-Channel vs. Congruent Ecosystem

A lot of companies execute digital marketing tactics through multiple channels such as online ads, online videos, email, facebook, twitter and even make aps for their brands!  This is all great, but communicating with consumers through multiple channels doesn't mean a brand is omni-channel or has a congruent eco-system.

Omni-channel is when the channels are integrated, touch points are customized and personalized to the customer.  However, a  best-in-class marketing ecosystem understands that effective marketing is to have a brands' sales and service arms in sync with its consumer-facing marketing content which will enable] employees to serve the customer and meet the expectations set forth by the brand.  This is the eco-system and congruency is how customers behave, interact with and expect of the eco-system.

In the retail and consumer goods industries, the expectations and customer demands are much higher for an integrated experience that includes sales and service.  Imagine going into a shoe store and waiting 10 minutes to find out whether a pair of shoes you liked was available in stock in your size - that's no longer acceptable in today's digitally enabled world.  Now contrast that with a salesperson scanning the shoe, immediately telling you they don't have it and presenting you with the options of nearby stores that do have it in stock or the option to have it shipped to your home.  Or better yet, someone in the store you're in just returned the shoes - in your size and they're unworn.  The salesperson knows this because a notification popped up on their handheld device as they were looking for the shoe saying it was back in stock.  This is one scenario of an integrated digital eco-system that is both customer and employee focused enabling the promise the brand has made.

So who is living up to this promise?  Many high-end luxury brands like Burberry, Stuart Weitzman, Nordstrom down to mid or mass brands such as Aldo and Walmart.

The digital marketing eco-system is evolving and there's greater pressure for marketing to drive awareness and traffic.  To achieve success the eco-system to synchronize and enable marketing, sales and service to provide for the customer must be congruent.

Cheers!