"Omnichannel" Is a $10 Word for a $1 Idea

Somewhere around slide eleven, after "synergies" and before "holistic," comes the big one: omnichannel. It gets said with a certain weight — like a sophisticated capability only a serious agency can deliver. It does mean something real. It's just embarrassingly simple, and the gap between how simple it is and how impressively it gets said is where a lot of agency fee inflation lives. Here's the plain-English version, plus a ten-minute audit you can run yourself.