I’m at a conference last week and someone says, “I hate the phrase ‘omnichannel’”, and then talked about cloud, big data and more management gobbledygook after dissing omnichannel.
Now don’t get me wrong, we all hate buzzwords but I really hate the use of the phrase omnichannel (I call this a phrase, as it is two words imho).
I hate it because it’s just some crappy made-up phrase that some technology marketing nerd dreamt up to talk about the challenge of all these digital touch-points.
One step forward form multichannel (1990s), omnichannel purely adds in the mobile as a new touchpoint.
For me, it just falls into my bin of 20th century sayings that include video, tape, disk and more.
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