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?

Source:American Marketing Association: 7 Big Problems of the Marketing Industry.Retrieved 7-2-18. Other sources may be used to help explain to me.

Thank you