Multi-Channel and Disruption 


Source: David Baldaro,

By Andreas Weber

Interesting. If you research current reports and blog posts on disruption/disruptive innovation and multi-channel innovation you will discover: both topics don’t relate.

David Baldaro recommends just to change your focus from ’how’ to ’why‘ to profit from Multi-channel marketing communications.  His key message: ”Value sells. Technology doesn’t“. 

”As a client, I really don’t care what technology you have. Yes you might have spent a small fortune on the latest printer or software but that is irrelevant to me. What’s relevant to me is what will it do for me for my bottom-line or my customers. In the same way we promote getting the right message to the right customer at the time, we need to do the same when promoting the technology.“, Baldaro stated.

Last year, McKinsey published an report on ’Remaking the industrial economy’ and presented ”A regenerative economic model—the circular economy“ which is starting to help companies to create more value while reducing their dependence on scarce resources.

Frank Diana continues the discussion. His main question: „Is any industry safe from disruption?“. His answer: No! Even a non-digital business is save anymore. Everything in business will be technology driven.


Source: Frank Diana

Beside other aspects, ’response generation‘ seems to be a key issue. BUT: Eather McKinsey nor Frank Diana talk about the impact of disruptive innovation of communications via multi-channel innovation.

Our take: Both parties, the marketing communications experts and the strategic consultants have to talk to each other. Relevant and effective multi-channel concepts are crucial for both of them. To get all insights you need please check our current report on #xug15eu, the 1st. Multi-Channel Innovation conference which took place in Berlin end of May 2015.

  1. One of the key viability enablers – and indeed the best form of future differentiation – is next generation experience. I distinguish between today’s omni-channel, multi-channel discussion and the types of next-generation experiences required in the future. Our need for seamless experiences will spill into the home, the car, the airport, etc. In most cases, creating that experience will require multiple stakeholders – further complicating and challenging enterprise efforts to deliver it. Disruptive scenarios is one side of the equations – response is the other. Next generation experiences lie in the response bucket.

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