Trends Report

Omnichannel Strategies Demand A New Content Approach

Set Up Content Strategies To Suit Omnichannel Use Cases Because Technology Can't Do It For You

March 9th, 2018
RS
Ryan Skinner
NB
Nick Barber
With contributors:
Melissa Parrish , Miriam Oesterreich , Christine Turley

Summary

The market has sold omnichannel strategies — customer experience, retail, media buying — as a switch that business leaders must throw, and they're throwing it. But there are many snags to realizing its benefits. Among the biggest is a failure to address content strategy and execution to support omnichannel experiences. This report provides marketing and technology leaders with the core concepts and building blocks they'll need to make their content — and the teams, processes, and systems behind it — truly ready for omnichannel customer experiences.

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