Guest blog by Pim Broekstra of SAM Online Marketing There has been a striking trend going on within Google in the last few years: the gradual decrease of the CTR. Perficient's research has shown that only half of the searches actually return a click to the website. Google tries to give visitors an immediate answer and save a click, but this cuts the fingers of every company that relies on SEO. Fortunately, there is still light at the end of the tunnel, because there are solutions!
Here you can read more about omnichannel, the trend that promises consumers a seamless brand experience despite the channel used. Omnichannel is mentioned as the successor of multichannel and cross-channel. With multichannel, a company uses multiple channels, such as a store that also opens a website and a Twitter account. The channels do not work together. With cross-channel there is some cooperation: you can make inquiries about your online order in the store, for example. With omnichannel you can request information, order and ask service questions regardless of the channel. Omnichannel is mostly in retail emerging, but also it SMEs I am increasingly confronted with this. The big drivers of omnichannel is the rise of the smartphone, mobile internet and the experiences with brands that have jumped on top of this, such as Amazon and Coolblue.