Prioritization

A Chief Marketing Officer mentioned that all marketing campaigns are integrated, creating a robust omnichannel marketing strategy that resonated with an engaged consumer.

After you parse through that word salad, you ask a simple question (or two).
  • Are all of these channels allowed to achieve their potential, or do they all have to work together in harmony?
  • If they all have to work together in harmony, which channel gets "priority"?
The CMO above said that the "Catalog" gets priority. In other words, if there is a catalog in-home on April 4, all other channels work in harmony to communicate the message of the catalog.

This is a key distinction ... if you have old-school channels and all newer channels work to support the old-school channel, you are still an old-school brand.

Every company prioritizes one channel above another. That's just the way the world works. The channel that gets priority represents "who you are".