The marketing and advertising space is no stranger to change, and its latest evolution moves beyond omnichannel strategies to the new post-omnichannel landscape.
Post-omnichannel strategies are pro-customer and pro-conversion — prioritizing the customer’s immediate context above all else, including the actions they’re taking toward making a purchase and which devices and channels they’re moving between, for example. They also pose several obstacles, as the demands of a full-funnel marketing program leave little time for marketers to employ the necessary tactics.
Too much focus is on measuring success across each channel that teams aren’t getting to the step of boosting campaigns for post-omnichannel experiences. And, because teams are tied up with that, there’s less time for testing and optimizing the relevant messaging that this new environment requires.