Omni-channel’s Day is Soon Arriving in B2B Integration
- July 25th, 2014
- By: Scott Robinson
Omni-channel marketing, ubiquitous now in business, has been an important component of marketplace visibility. Those challenges have mostly been shouldered by retailers in the past, but have now become a priority in B2B integration.
Beyond its role as a buzzword, omni-channel is the concept of operationalizing customer viewpoint across transaction processing. It allows for more effective market segmentation and customer profiling, and the fine-tuning of demand and response – all primarily marketing concerns.
But omni-channel’s core principles – continuity in cross-channel execution, and data consolidation across channels – are perhaps even more central to B2B integration than to marketing. Removing inefficiencies in data is central to B2B integration, and data consolidation aids significantly in that effort. And omni-channel implementation encourages the streamlining of process, which is just as important.