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Paige O’Neill asked the question, “Have marketing channels become irrelevant?” on Marketing Pilgrim recently. She makes some good points about the way that people are increasingly expecting their experience with a business to move seamlessly from one channel to another without a hitch. For example, a customer may use a cellphone to search for the hours a store is open, walk in and examine a product, then go home and decide to order it from the store website using their desktop.

It’s still important to measure all the activity on all the channels a customer uses for accessing a business, because that’s how marketers get the data used to plan wisely. But Paige O’Neill poses another challenge:

“I’d like you to think about how your marketing strategy might change if you thought less about channels and more about the overall customer experience you’re delivering.”

Marketing Channel vs Customer Experience

The challenge lies in integrating the message into a single, omnichannel engagement whenever and wherever the customer chooses to connect. That is truly a challenge, but it isn’t impossible. It does mean that marketers need to do some things:

  • Connect the silos by creating a communications asset inventory, identifying all touch points along the customer journey.
  • Focus on consistency by getting all your relevant departments on the same page, collaborating internally.
  • Develop relevancy by fine-tuning your message along the touch points to reach each customer as a unique individual.
  • Take the long-term view by focusing on the overall customer experience instead of one sale or channel.

This idea may be a paradigm shift for many marketers, but with the increasing power a customer has via digital devices, it is true that internet marketing is evolving and we have to change, too. For more insights on internet marketing, visit

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