When I was recently interviewed by a journalist from Retail Detail about my vision for the marketing trends for 2018, I strongly recommended “omnichannel planning” as the most significant challenge. And what I learned from practice was: the customer is fully prepared for this. Today’s customers think, act and live omnichannel. They want the same message and experience on every channel where they receive your brand message or any other form of communication. However, the approach taken by the marketeer of 2018 is … multi-medial, at most. In this article I will zoom in on the difference between these two disciplines, put my finger on the problem and give you some tips to make your marketing team omnichannel.