The Evolution of the Programmatic Superchannel

Tuesday, November 8, 2016


If you can’t distinguish between multichannel and omnichannel, don’t be embarrassed. A lot of other marketers don’t know the difference either. Basically, it comes down to integration. Multichannel doesn’t have it. Omnichannel is supposed to have it — and it kinda does, but in very limited form.

What marketers need to understand is that a truly integrated approach isn’t just about tracking which efforts are succeeding and which are failing. It’s about figuring out the reasons for those successes and failures.

Marketing Land columnist Lewis Gersh explains why marketers should worry less about terminology than ideology. Click here to read the article.