Marketing departments should be incorporating "omnichannel" specialists who think of campaigns "as connecting across PC, mobile, Internet-connected television and offline channels to social, display and video," according to a whitepaper from the Interactive Advertising Bureau and Winterberry Group. "The approach of 'omnichannel' borrows from several disciplines like multichannel marketing, customer experience management, and the need to coordinate the content and timing of messaging across channels," Laurie Sullivan writes.

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