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From Theory to Practice: A Roadmap to “Omnichannel” Activation White Paper

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Of all the marketing buzzwords that have emerged over the last two decades, perhaps no other has resonated as strongly as one: omnichannel.

This white paper, developed in partnership with DMA and through the sponsorship of Acxiom Corporation, Criteo and SG360, aims to shine a light on those practices so as to help marketers across all vertical industries apply a set of established best practices to the deployment of their own omnichannel programs. Based on an intensive research effort that included telephone and online surveys of more than 100 marketers and service providers, it will establish that successful omnichannel strategies are grounded in three universal ingredients:
recognition-stick-figuresRecognition: the persistent identification of individual audience members—including both customers and prospects—as they engage with various promotional and transactional touchpoints
engagement-iconEngagement: the maintenance of a robust, fluid mix of customer-facing channels, to be deployed in such a way that delivers the best possible customer experience (while leveraging the inherent strengths of each channel)
orchestration-stick-figureOrchestration: the coordinated management of the promotional and transactional customer experience, leveraging a combination of data-driven insights and foundational infrastructure supporting optimal channel selection, messaging, cadence, personalization and fulfillment of all appropriate customer preferences.


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