As far as omnichannel marketing is concerned, people need to start looking at channels in an agnostic way. It is not necessarily about channels, but about the mindset and location of a person. The term “omnichannel” is becoming irrelevant because people now are living, experiencing and walking through channels in their daily life. Whether they’re wearing them, on their mobile device, sitting on a conference call. It’s no longer about a specific channel, but part of your daily life.
My approach to marketing is very journalistic. The traditional way of thinking has been—“I’m a B2B company, I should use LinkedIn as my medium and I should be using white papers and thought leadership as a way to connect with my target audience.”The marketing landscape has completely changed and you can’t identify where your lead audience is going to be coming from or what they are going to be reading. Business individuals are concerned with money; if you’re thinking in a B2B road, they are concerned with their lifestyle, but the lifestyle is what makes people unique. Three different CEOs of three different major fortune 500 tech companies could have very different lifestyles and interests. It’s those interests that are going to keep them engaged. That could make them choose to work with a certain group of people or a certain company because that group of people or that company represents their own personal values more. Therefore, in talking about my approach, I focus on experience; the experience that employees have, our clients have, and the experience that we’re creating online, because people will remember experiences...they wont remember a whitepaper.
It’s crucial to invest in your brands. If you’re not investing in your brand story, you are just a commodity. So the first step is really understanding who we are, what we represent, and who are our leaders—basically, humanizing the brand. We are a global creative and content production company. We have 150 content creation studios around the globe but what we believe in is the creative class; we believe in being transparent; we are diverse and it’s in our DNA; it’s who we are. We describe ourselves as creators, makers, and doers. We are always making sure that our creators have the tools that they need and are always changing their experience in finding inspiration so that they will never have creative fatigue.
"Omnichannel is going to become a word that is the equivalent of saying ‘digital"
Omnichannel is going to become a word that is almost the equivalent of saying “digital.” In terms of what I think is going to be a big change or is going to continue to evolve, is AI. We have the IoT already as a part of our daily lives with the television or the refrigerator or different appliances; you are speaking through your phone and giving your grocery list. The world we are in is omnichannel. It is how we live our lives, through multiple channels—those could be face to face, through wearables, through mobile devices, or it could be IoT. It’s like we are surrounded in this bubble of content through various different channels at all times and it’s only going to increase because when you add business intelligence, and when you add AI, and continue to add data, the amount of information you are going to be fed, and surrounded with in your daily life, is only going to continue to increase. What will be interesting is, what’s that next term, because it’s not omnichannel. It is omnipresence. It’s all about the multifaceted experience of the user. If you are saying “we need to be omnichannel,” you are already many years behind.
When it comes to content, you need to differentiate your brand and invest in it. Part of the way that you invest in your brand is obviously due to the experiences that you create in real life and online. But most importantly, it’s the experience you create internally for all of the employees because if you want to have loyalists and followers, then you have to make sure that the employees are behind you and believe what you believe in. It has to reflect their own personal values and then, everyone will be more productive because they are at a happier place.