{"id":347,"date":"2021-02-25T08:00:55","date_gmt":"2021-02-25T13:00:55","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/02\/25\/5-overlooked-realities-of-true-omnichannel-success\/"},"modified":"2021-02-25T08:00:55","modified_gmt":"2021-02-25T13:00:55","slug":"5-overlooked-realities-of-true-omnichannel-success","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/","title":{"rendered":"5 Overlooked Realities of True Omnichannel Success"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Marie Honme, Senior Marketing Strategist, <\/strong><a href=\"https:\/\/www.data-axle.com\/\"><strong>Data Axle<\/strong><\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The concept of a cohesive omnichannel program that is truly engaging and effective is a daunting prospect for most marketers, given the ever-proliferating array of channels and tools at an organization\u2019s disposal. Today more than ever, organizations need to put their customers at the center of their marketing programs and build plans based on a deep understanding of where and how they can deliver the most value. Let\u2019s take a look at a few often-overlooked principles that can help marketers focus their omnichannel efforts.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Omnichannel Efforts Should Consider All Viable Channels <\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Once there was multichannel. Now, there is omnichannel. New channels are established all the time. By aligning with the latest trend, a brand can always broaden its media mix and compete in multiple channels. However, the essence of omnichannel marketing is a holistic approach. Which combinations of channels will be most effective in meeting the campaign objectives? How will those channels complement each other in a cohesive experience?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While advances in digital marketing have borne channels like email, social, display and mobile messaging, mapping the right omnichannel experience means considering all available and viable channels. For direct-to-consumer marketing, direct mail and TV have gradually become overlooked within the omnichannel mix due to their comparatively high costs versus digital ads, as well as the legacy notion that measurement and attribution of TV and direct mail are incompatible with digital media. This isn\u2019t necessarily the case.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Thanks to technology enhancements over the past decade, the ROI of traditional marketing channels like direct mail and TV are infinitely measurable within the broader media mix. Because of that, the ability to test and optimize across channels means spend in those channels can be managed on an ongoing basis for maximum efficiencies.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<h3 class=\"wp-block-heading\"><strong>Don&rsquo;t Neglect Your Website<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In addition, marketers mustn\u2019t overlook their own websites as a vital component of a true omnichannel approach. Particularly in the B2C space these days, marketers tend to view their websites as simply a place to capture conversions, but that couldn\u2019t be further from the truth. People still come to branded sites to learn, browse and engage, and a true omnichannel strategy should recognize and be prepared to deliver lasting engagement when customers and prospects hit the brand\u2019s site.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Harney &#038; Sons, my current favorite brand that handles omnichannel well, accomplished this masterfully this past holiday season by using email to drive me toward deeper engagement on its website through a holiday sweepstakes game, a clever and sticky content experience.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gamification is a strong engagement driver, and it can deliver sustained interest over a predetermined period. It may take considerable effort and planning, but the strategy delivers dividends in both engagement and (if planned properly) useful customer insights that can be leveraged in future campaigns. Among many other benefits, gamified campaigns can offer insights into things like product preference and incentives that motivate your customers.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/02\/Picture1.jpg\" alt=\"\"\/><\/figure>\n<\/h3>\n<h3 class=\"wp-block-heading\"><strong>Omnichannel Marketers Mustn&rsquo;t Give into Age Stereotypes<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">As marketers incorporate traditional channels into their omnichannel efforts, they must also resist the urge to be overly simplistic in how they segment audiences by channel. For example, it\u2019s tempting to think of direct mail as a channel that\u2019s relevant only among older segments of your audience. But that\u2019s simply not the case. These days, <a href=\"https:\/\/www.cnbc.com\/2017\/12\/21\/millennials-are-more-interested-in-catalogs-than-your-grandmother-is.html\">many Millennials consider direct mail, including catalogs,<\/a> to be a welcome and effective reprieve from digital inundations. Given the opportunity, consider testing direct mail with your younger audiences.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, in addition to its intuitive, engaging website that provides personalized recommendations to visitors and prompts them to sign up for alerts on upcoming promotions, Harney &#038; Sons\u2019 catalog represents a prime example of the type of content-driven mailings likely to resonate with younger audiences that have grown weary of the hard sells within their social feeds. The brand makes its catalog available in print and digital formats, both of which retain the same high production value. In my case, likely because I\u2019m a frequent customer, the brand sent me a full-color print catalog. I held onto it for a while because of its content and quality, and it has been one more reason why the brand stays on my mind.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/02\/Picture2.jpg\" alt=\"\"\/><\/figure>\n<\/h3>\n<h3 class=\"wp-block-heading\"><strong>Avoiding Redundancy Requires Channel Awareness<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">One of the greatest hazards of omnichannel marketing, particularly across digital ad channels, is brand fatigue through redundancy. When it feels like a brand is in your face everywhere you turn, it simply becomes annoying. Here again, we see the importance of channel-aware relevance. Done well, omnichannel marketing should speak to the strength of each individual channel and create a journey for consumers that engages them in a unique way at each touchpoint.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, while Harney &#038; Sons knows me via direct mail, email and on its website, it also knows me on social media. Rather than repeating messaging that I\u2019ve seen elsewhere, the brand only seems to use social channels to retarget me when I\u2019ve browsed but have not purchased. This is likely due to an effort to prioritize the brand\u2019s media spend toward acquisition. Prioritizing each channel like this paves the way for a better customer-driven journey.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\">\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/www.advertisingweek360.com\/wp-content\/uploads\/2021\/02\/Picture3.jpg\" alt=\"\"\/><\/figure>\n<\/h3>\n<h3 class=\"wp-block-heading\"><strong>It&rsquo;s Not About Being in All the Places. It&rsquo;s About Being in the <em>Right <\/em>Places<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Marketing message volume is expected to <a href=\"https:\/\/www.cnbc.com\/2020\/10\/23\/expect-more-brand-emails-and-texts-than-ever-before-in-2021.html#:~:text=Expect%20more%20marketing%20texts%20and%20emails%20in%202021%20than%20ever%20before,-Published%20Fri%2C%20Oct&#038;text=Forrester%20Research%20says%20marketing%20message,marketing%20well%20into%20next%20year.\">increase an astounding 40 percent in 2021<\/a>, meaning consumers are about to be swamped by more emails, mobile messages and digital ads than ever before. Brands need to respond to this influx not by yelling louder and in more places, but by getting serious about relevancy both in terms of channel and messaging.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Not all customers will engage with a brand in every channel, and your channel strategy should be structured to support each customer\u2019s unique journey. Campaigns should be planned to not only accomplish their immediate communication objectives but also to help you learn how best to allocate your resources across channels. To unlock these possibilities, think carefully about the audience and try to keep an open mind at the start of campaign planning. In a world where consumers are more inundated than ever, be the brand that knows and delights them when and where they welcome it.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Today more than ever, organizations need to put their customers at the center of their marketing programs and build plans based on a deep understanding of where and how they can deliver the most value.<\/p>\n","protected":false},"author":7,"featured_media":348,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-347","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Overlooked Realities of True Omnichannel Success | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Overlooked Realities of True Omnichannel Success\" \/>\n<meta property=\"og:description\" content=\"Today more than ever, organizations need to put their customers at the center of their marketing programs and build plans based on a deep understanding of where and how they can deliver the most value.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-02-25T13:00:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/02\/169omnichannel.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"5 Overlooked Realities of True Omnichannel Success\",\"datePublished\":\"2021-02-25T13:00:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/\"},\"wordCount\":1054,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/02\\\/169omnichannel.jpg\",\"keywords\":[\"Culture\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/\",\"name\":\"5 Overlooked Realities of True Omnichannel Success | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/02\\\/169omnichannel.jpg\",\"datePublished\":\"2021-02-25T13:00:55+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/02\\\/169omnichannel.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/02\\\/169omnichannel.jpg\",\"width\":1280,\"height\":720},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/5-overlooked-realities-of-true-omnichannel-success\\\/347\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"5 Overlooked Realities of True Omnichannel Success\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"5 Overlooked Realities of True Omnichannel Success | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/","og_locale":"en_US","og_type":"article","og_title":"5 Overlooked Realities of True Omnichannel Success","og_description":"Today more than ever, organizations need to put their customers at the center of their marketing programs and build plans based on a deep understanding of where and how they can deliver the most value.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/","og_site_name":"AW360","article_published_time":"2021-02-25T13:00:55+00:00","og_image":[{"width":1280,"height":720,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/02\/169omnichannel.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"5 Overlooked Realities of True Omnichannel Success","datePublished":"2021-02-25T13:00:55+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/"},"wordCount":1054,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/02\/169omnichannel.jpg","keywords":["Culture"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/","name":"5 Overlooked Realities of True Omnichannel Success | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/02\/169omnichannel.jpg","datePublished":"2021-02-25T13:00:55+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/02\/169omnichannel.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/02\/169omnichannel.jpg","width":1280,"height":720},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/5-overlooked-realities-of-true-omnichannel-success\/347\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"5 Overlooked Realities of True Omnichannel Success"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/347","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=347"}],"version-history":[{"count":3,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/347\/revisions"}],"predecessor-version":[{"id":14181,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/347\/revisions\/14181"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/348"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=347"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=347"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=347"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=347"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}