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M4 Discussion – Dealing with an Omni-channel World The 1990s were marked by a back-office revolution in efficiency, systems and re-engineering. As we transition into the 21st century, the key revolution is the front-office interface with customers. It is no longer a simple mix of brick and mortar integration, or even “bricks and clicks” integration. Rather, with the advance of social media, mobile media, always-on communications, the Internet of Things and multi-channel markets, the new catchphrase is “Omni-channel.” Here is what I would like you to respond to for this discussion: Is Omni-channel truly different than multi-channel? Do traditional marketing approaches work in an Omni-channel world? What new capabilities do firms need to put in place to take advantage of this world? Discussion Instructions This discussion is intended to help you further explore and think critically about the information you are reading and viewing. You are expected to be an active participant in the discussion, and meet the minimum criteria of one (“main”) substantive initial posting of around 150 – 200 words. Each discussion response must be spell checked, well-written and cite references in support of arguments.