A: A few things have evolved over time. The first one is campaign orchestration. Marketers being able to deliver relevant messages across channels is something that they didn't even think through years ago. Marketers are getting asked to do things that they didn't even know were possible four years ago and they're getting asked to do things a lot faster than ever before. Time is of the essence because marketers only have a short window of the customer's attention spun to convert them or the customer could get lost to a competitor because of market saturation.
The second one is journey management. Not only providing one-to-one interactions to customers but doing that across or throughout the customer life cycle and through those different phases.
Another factor involved is real-time interaction at scale — how customers are behaving and responding to these messages in real time to make sure that the marketer can follow up or interact with the relevant message. Personalisation at scale has changed as well. Customer bases are growing immensely and companies have had to adapt to keep up.
A final thing that has changed omnichannel marketing is mobile. Mobile is something companies didn’t consider much four years ago and now it needs to be first and foremost in marketers’ minds. Thinking through how mobile's going to play into the customer experience is incredibly crucial, whether that means enabling beacons, SMS notifications or push notifications, to name a few. And how brands can really use these technology advances to create more loyal customers is also really important.