In the marketing world, the term omnichannel is pervasive and meant to describe efforts by companies to diversify and broaden the tools, channels and platforms they use to reach their audiences. After all, digitally-connected consumers today are using email, social media, websites and a wide variety of media formats to communicate with each other and stay in touch with the brands and businesses they care about.
Consumers today are making purchases both on and offline, through mobile devices, and even social channels from all over the world. Retailers are transforming their business strategies to engage these consumers, wherever they are, but not every retailer is seeing the payoff for their efforts.
Multichannel Merchant’s Q&A with Richelle Parham, chief marketing officer for eBay North America, to learn more about its global branding campaign.
Identifying common oversights retailers make with global marketing for the holidays, and winning tactics for seizing the season’s full sales potential.