Over the past week, I’ve had the privilege of facilitating two unique business acumensimulation workshops for pharmaceutical marketers, each centered around building and applying omnichannel marketing skills.
These simulations brought together marketers at various levels, from new hires to experienced franchise leaders, all aiming to better understand how to orchestrate meaningful and measurable engagement across an increasingly complex channel mix.
One of the most striking observations from these sessions was how the term 'omnichannel' can mean different things to different people. Even within the same organization, and sometimes even within the same brand team, definitions and execution approaches can vary widely. That’s why, for the purposes of this blog, we define omnichannel marketing skillsas:
The ability to design and execute integrated, personalized customer engagement strategies across multiple channels, aligned to business objectives and measured by customer behavior change and commercial impact.
With that working definition in mind, here are five critical things every omnichannel marketer must know in 2025 and beyond, based on what we’ve learned in our simulations.
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