Email Applied: A (Big) Piece of the Puzzle

There's a lot of talk about omnichannel and multichannel marketing these days. I read an interesting distinction drawn between the two by John Bowden, senior vice president of customer care, Time Warner Cable. He said multichannel is more internally focused and operational in nature, since the marketer is defining and using channels to reach the customer. Omnichannel looks at the experience through the eyes of the customer. It expects customers may start in one channel and move to another, and the marketer's challenge is to make the journey as seamless, consistent and integrated as possible for that individual.