The importance of omnichannel marketing in bridging the 'isthmus'
The brand and the consumer sit on either side of the 'isthmus of marketing'. This separation between the two can seem like a wide barrier or a narrow, slim, space.
It keeps the brand from reaching the consumer and the consumer from reaching the brand, and keeps them both from joining forces and both benefiting from the convergence of their needs and desires.
Brands need to build a marketing canal across the 'isthmus' to allow consumers to select the lane or lanes that best fit their needs...