A concept like ‘omnichannel’, for example, is a messy one that brings more confusion than sense to strategy. Omnichannel tools provide centralised control over multiple channels, but they also give the illusion that continuity and consistency (in experience across channels) are the same thing. I question that. Do consumers really want continuity in experience across channels? Quite the contrary, I think they use different channels for very different reasons: they adopt television, mobile, or the street for that matter, driven by very, very different motivations and goals. And their expectations from each channel are only widening in an increasingly digital world. So when they experience continuity in a brand or product following them around (just because they clicked once on an ad somewhere) their conclusion is that the brand is consistently annoying!
I’d rather invest into understanding each channel deeply, in the context of the customer, the business and competition. I’m dismayed that a lot of marketers and ‘growth hackers’ think of email as a channel; but really, email on desktop at the office and email on mobile on the metro serve very different purposes and answer to very different user expectations. So what omnichannel are we talking about?