Trendwatch: Contextual omnipresence
Vicki LoomesTrendwatching.com
In an era of SMS retail and social media commerce, you could be forgiven for thinking that a brand needs to be everywhere at once. Indeed, a great deal of energy is spent on devising and executing omnichannel marketing strategies and – crucially – trying to divine which new channels to focus on next. But it's a near-impossible task. There's one crucial reason why omnichannel marketing is not always worth the effort, and it's not just because it's time-consuming, complex and often ignored by overwhelmed consumers. It's because it focuses on technological possibilities, rather...