As consumers become more sophisticated in their use of digital engagement with enterprise brands, Senior-level marketers also will need to adopt more refined tools and mature strategies. Realtime analytics, data integration capabilities, and intelligent orchestration capabilities that predict and recommend next-best-actions, will become critical tools for all marketers who want to compete in this shifting landscape.
The key is getting technology and marketing to work closer together to provide that elusive omnichannel experience that consumers crave across the board. Organizations that fail to get it right will find diminishing returns from their customers.
Companies should no longer consider the term “omnichannel” a buzzword. The benefits of seamlessly integrating an organization’s channels, processes, and strategies to gain the ability to engage with consumers anytime, anywhere, and on any device, are apparent.
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