The 3, oops!, multi-screen world

Marketing in this era of multi-screen world is could be an inundating task for a traditional marketer. However, looking closely enough, one gets to realize that this phase is not that bad actually. This era where our dear customers are continuously shuffling attention between their tv sets, mobile phones, tablets and laptops and a few other devices, while moving around the physical world i.e. their office, home, cars, shopping malls, restaurants and more, we as marketers, actually can look at all this like an opportunity, rather than a confusion.

The core idea is swift passage of our customers between various worlds - digital and offline. And so, when we are trying to sell to them, our communication should also swiftly move from one world to another, be it digital or offline, without breaking the consistency.

To be specific, and of course using the correct jargon, I am talking about Omni Channel Marketing here. Yes, the latest buzzword of marketing, which, to my mind, is nothing but, an evolved version of cross channel marketing, done the right way!

Omni means to be everywhere / universal. So Onmichannel marketing is all about true continuity of a delightful customer experience, beyond the boundaries of device, platform, place or even brand.

Yes, we are talking about being truly customer centric. Omnichannel is about really putting your customer in the center and perceive all things, from his mind. Omnichannel is about allowing your customer to own their data and experience, and let them use it to create their best experience, as they need it!

For a moment, let's become customers. Our channels and platforms and devices and networks have let us, the customers, move seamlessly between all of these. However, is our experience on all these as seamless? Not really. Their are patterns, good as well as bad but none of us like these patterns. We'd like a similar continuous experience, across all channels, platforms, devices and networks.  An experience that is bespoke, which promises a new way to selling stuff to us...a way that has not been done before. A way that thinks about me, the customer, and not company's targets.