Multichannel, omnichannel, customer journey… What do these words have in common? They were buzzwords, trends from the recent years. While other buzzwords disappear in the marketing landscape it seems these are here to stay and claim their role in the future. During the yearly Multichannel Conference in Utrecht, I had the opportunity to see a variety of presentations and I was triggered by the way consumers were described and perceived in two opposite approaches.
I was a teenager when Bruce Springsteen scored a big hit with Streets of Philadelphia. 20 years later, walking the streets of Philadelphia for the first time, I found out it was an even bigger hit in Europe than in the USA. I lively remember the impact of Philadelphia – the first mainstream film dealing with HIV/AIDS. In fact, connecting the dots retrospectively, it may have brought me here today.
We all know today’s business reality is fast and furious. It is fast, knowing that, according to recent research from Yale University, the lifespan of a company has decreased by more than 50 years over the last century, averaging a mere 15 years today (which is 3 years less than our very own current age). It is furious, as new technologies will continuously drive massive economic transformations and disruptions in the coming years.