Ariel Deitz, vp, east at Blis
Many marketers are curious about omnichannel advertising, but often settle for multichannel, where multiple channels are activated but not orchestrated into a cohesive strategy. In reality, most campaigns are still a patchwork of siloed tactics, but in a fragmented media landscape, simply showing up across channels isn’t enough. Access is no longer the challenge. Coordination is.
As identity signals fade and consumer journeys become increasingly challenging to track, marketers must shift their approach. The question isn’t just where consumers are, but how they move between channels and what drives them to act. Getting omnichannel right means orchestrating a sequence of experiences that reflect how people actually live, shop and decide.
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