That seems to be what the “Treading Water” panelists at OMMA Behavioral and Data conference this morning suggested.
Asked by conference chair Steve Smith, “what about mobile,” the panelists responded not by talking about the distinct platform, but how it relates to all user behavior and data -- you know, “omni-channel” media.
“Omni-channel? I like that. I’m going to use that,” moderator Joanna O’Connell said. Since she is senior analyst and author of the Wave reports at Forrester Research, chances are, we’ll all be using it soon too. In fact, I have a feeling there’s already a Omni-Channel Wave Report in the works, even as the OMMA panelists speak.