Social media is another dimension of omnichannel consumption
By Chris H. Petersen
I can't believe I started blogging a decade ago … 10 years ago! In some ways, it doesn't seem so long. But in many ways, 10 years is a LONG time. A lot has happened in the last ten years since we started blogging. The word "omnichannel" was not in anybody's vocabulary. Today, omnichannel is one of the top buzzwords in retail. Omnichannel is really all about us as consumers. It is about how we research and shop … anytime and everywhere. In a sense, omnichannel is also about how we consume … everything. We engage and consume from many sources seamlessly, and sometimes simultaneously. As a result, "social media" has become a medium, a channel for engagement, and a huge way we "consume" content. Which is the underlying reason we are also going social.
Why this is important: Patterns have of consumption and engagement have changed dramatically in the last decade. Reaching today's consumers requires multiple media that reach consumers where they are … and where they consume.