1. Current Marketing Landscape:
- We are living in an omnichannel era where brands build omnichannel strategies supported by technology.
- Customer experience and journey mapping are crucial for understanding customers.
- Transparency, honesty, and fairness as brand values are fundamental.
- AI is present but will be discussed in detail later.
- Core marketing goal remains sales, ROI, cash flow; non-financial KPIs like database volume are secondary.
- Loyalty and returning customers remain important objectives.

2. What’s New in Marketing?
- Data: Not just volume, but quality and scope of data have become game changers.
- Technology: Focus on tools to manage and analyze big data effectively.
- “Fast Track”: Real-time delivery expected by new generation customers.
- Overstimulation: Customers face excess interactions; this affects brand relationships and must be considered.

3. Key Statements on Strategy:
- Omnichannel is the only marketing approach necessary today.
- CRM (Customer Relationship Management) is central and should be prioritized.
- Loyalty has evolved; intentional data sharing by customers signifies true loyalty.
- Loyalty forms the platform to build authentic customer relations.

4. Omnichannel Details:
- Focus on building direct, close customer relationships.
- Customer retention is a critical but often overlooked factor.
- Customer experience should be treated as a tool to execute omnichannel strategy, not as an end goal.
- Internal integration among sales, customer care, and marketing is essential.
- Avoid executing omnichannel strategy externally or in fragmented agency models; prefer an in-house hub model for dynamic ongoing processes.

5. CRM Approach:
- Simplify operations; avoid overcomplexity and advanced tech before mastering basics.
- Connect data across sources thoroughly.
- Utilize no-code/low-code solutions and MVP (Minimum Viable Product) testing before investments.
- Adopt modular approaches by mixing functionalities from various suppliers as needed.
- Prefer industry-specific cloud solutions for higher success chances.

6. Loyalty Insights:
- Goal: Encourage customers to share data willingly.
- Omnichannel loyalty combines transactional rewards and behavioral engagement.
- Example: Avoid poor personalization (like irrelevant discount offers) despite having customer data.
- Effective loyalty balances transactional and emotional/personalized aspects.

7. Artificial Intelligence:
- Start from practical functionality (“how”) before aiming for impressive AI solutions (“wow”).
- Test and learn approach is necessary to master AI.
- Three main AI applications in omnichannel and CRM:
- Content creation
- Intelligent process automation
- Data management and predictive analytics

8. Measuring Success:
- Prioritize data quality above all else; poor data quality undermines any strategy.
- Ensure legal right to use the data.
- Track customer retention rate as a primary omnichannel KPI.
- Measure customer lifetime value for financial outcomes.
- Use Net Promoter Score (NPS) to assess loyalty and omnichannel strategy quality.

9. Key Advice:
- Be ready to change or pivot marketing strategies and technology stacks when needed.
- Avoid stubbornly sticking to failing approaches; small ongoing adjustments are critical.
- Continuous adaptation leads to better outcomes.

Actionable Items / Tasks:
- Focus omnichannel strategies on building direct customer relationships and retention.
- Simplify CRM implementations; start small, master basics, then expand.
- Connect data sources fully and maintain data quality.
- Utilize no-code/low-code and modular tech to experiment before investing.
- Use loyalty programs that combine transactional and behavioral data for personalization.
- Apply AI tools cautiously with test-and-learn methodology.
- Monitor KPIs: data quality, customer retention rate, CLV, and NPS.
- Foster internal cross-department integration (sales, marketing, customer care) for seamless omnichannel execution.
- Be prepared to pivot or adjust strategies as performance data dictates.