Wesley Young says, “There are a lot of buzzwords that purport to describe the latest digital marketing strategies for brick-and-mortar stores: multi-channel, cross-channel, online-to-offline, and omnichannel. Though all have slightly different nuances, they all describe (to some degree) an evolution of the way the wide variety of marketing media relate or intersect.

Omnichannel isn’t a new term, but it seems never to have really caught on. Yet conceptually, it seems to be the next logical step for the path from search to purchase. Fred Argir, Chief Digital Officer at Barnes & Noble, put it this way: It’s a stupid word, but it’s no longer optional for businesses.

The Local Search Association (LSA) worked to define the search space and path to purchase. While we initially illustrated it as a funnel pointing toward the final purchase, we realized that the funnel was too limiting — that consumers searching for products and services didn’t follow such a clean model. What we came up with was something more holistic”.

‘Omnichannel’ may never catch on, but it’s the next big thing for local

Marketing Land

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