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0:00
Hello. Today's
presentation is on
Omni-Channel Marketing
and Operations:
An Integrated Approach.
My name is Peter
Atorough and I am
an associate professor
of marketing at
the University of
Roehampton in London.
My specialty is in
consumer psychology,
especially in terms
of how consumers
behave in different
marketing channels.
0:29
A simple way to define
omni-channel marketing and
operations is to look at it as
the utilisation of multiple
marketing channels to achieve
a unified marketing approach
through an integration
of channel operations.
It is important to
distinguish between
the two concepts of
omni-channel and multi-channel.
Many people confuse
these concepts
and use them interchangeably.
This is understandable because
the concepts are similar,
but they are also different.
While multi-channel
is mainly about
wide brand visibility through
interaction with customers
on multiple channels,
omni-channel has a focus on
the integration of
the customer journey
in multiple channels
thereby creating a seamless
unified experience.
1:26
So, what is it exactly
and why do we need to
integrate channels?
Well, the term omni-channel
combines two words:
"omni" which means all with
"channel" to depict the way
consumers interact
with brands in
today's market, whether
physically or virtually.
It is a concept that
involves integrating
a brand channel portfolio in
a unified approach that aims
to achieve three key things.
These are consistent
brand messaging,
seamless customer experience,
and post-purchase engagement.
