Omni-channel marketing has reached new heights as a continuum across brands, locations and consumer experiences. It enables contextual access to consumers coupled tightly with detailed, targeted messaging tied to the consumer’s individual predisposition, location and moment in time. A British Airways billboard in Piccadilly Circus that features a boy pointing to a plane in the sky identifying its flight by destination and flight number would previously be unthinkable without near instantaneous access to big data across multiple mediums.
We now carry a location tracker in our pocket that can be linked into our psychograph and buying history, allowing for targeted and personalized messages to be sent to us, customized with the added dimension of our exact location and surroundings. Companies that facilitate this holistic integration that enables in-depth, personalized messaging and content delivery along this continuum of media will continue to benefit.