82018Dec - JanINMY OPINIONBy Amy Romero, CMO, CreativeDriveOmnichannel Marketing RedefinedAs 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. Approach to MarketingMy 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.Approach to Identify Right PartnershipsIt'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; Amy Romero
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