Good perspective here from Doug Ryan and MediaPost on the pitfalls of blindly pursuing an “omnichannel” marketing/platform strategy.
Omnichannel was quite a buzzword years ago, and it felt like the furor around it had died down a bit since. But it’s rearing its head again – presumably because of the plethora of viable new platforms that have proven adoption and fit as user acquisition channels. There’s nothing wrong with thinking along multiple channels and developing strategies that present a consistent brand story and useful user experience across multiple touchpoints, but the risk highlighted here is taking a spray-and-pray approach. A major pitfall is in thinking of omnichannel as an all-or-nothing game, and not considering user needs and platform strengths when setting your plans.
Suggested is a more strategic, user-centred process – developing an understanding of the most valuable channels, messages and touchpoints for users, and then pursuing those thoughtfully in your strategy
...savvy marketers should think about their communications channels the same way they think about their new products. Nobody would seriously propose an “omniproduct” strategy.
In that light, it’s clear that omnichannel starts at the wrong end of a strategic marketing process. It’s like collecting as many tools as possible and then figuring out what to build from them.
Strategy is deciding what you want to build, and then assembling the tools most critical to its construction.
Several have tried coining the term “optichannel” to replace “omnichannel.” To the extent buzzwords are useful, optichannel at least implies the need for making strategic choices. It requires finding the balance between what a customer wants, what the brand delivers, and what your budget can afford.