In 2016, you could be forgiven for thinking that a brand must be everywhere at once. After all, expectations around customer service now defy the laws of physics. Miss a customer’s moment of need, and you might not get another chance.

That’s why you’ve probably sat through multiple brainstorms around your (or your client‘s) omnichannel strategy debating “how will we use [insert latest hot new ephemeral geo-fenced live-streaming video social platform]?”

In the coming 12 months, average brands will keep pursuing that strategy. But these discussions are like having an “Internet of Things strategy”. They focus on the how rather than the why. They focus on technology possibilities, rather than putting customers’ needs and wants first.

Meanwhile, smart brands will focus on answering a more meaningful equation: innovative channels + nuanced contexts = right place + right time.