Is it just me or do “omnichannel” people just speak a lot but say very little of any significance? I find it’s all industry jargon and buzzwords but never gets to the point: does all this stuff actually help the client meet business goals?

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It’s a good point.

I think that every executive in a business with the word ‘Commerce’ in its title or in its bullshitty catchphrase (‘Compelling Commerce’, ‘Connected Commerce’ et al), is likely to be full of years old omnichannel gobbledygook,

The words ‘Commerce’ and ‘omnichannel’ don’t actually mean anything definable in an advertising or marketing capacity today. ‘Commerce’ never did. ‘Omnichannel’ was a good way TEN years ago of describing what the world might look like today. Nothing more than that,

They’re a red herring borne out of the fact that words like ‘shopping’ or ‘retail’ - words that EVERY client and consumer on the planet understands, weren’t credible or quasi-intellectual enough for an agency to go to market with.

Fucking idiots.

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It seems like omnichannel always dies around me at the point where it’s time to connect the different multichannel streams to CRM 😈😈😈

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Sorry you can't keep up with all the synergies we're synergizing

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lol

You ever tried to scope a Business Objective by raising awareness with measurable KPIs?

Biz obj. (achieved by the)
Mktg obj. (achieved by the)
Comms obj.

morph integrated applications

recontextualize sexy e-markets

redefine 24/365 e-commerce

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