The last few years has seen the marketing industry turn its attention omni-channel marketing, attribution and personalisation as part of a whole new set of tools offered to maximise the opportunity afforded by online advertising.
However, a recent survey undertaken by Ensighten and Econsultancy for the Customer Experience Optimization report revealed that marketers are overwhelmed by data.
Understanding the customer journey and delivering relevant experiences has never been this critical.
Recent research by eBay and Deloitte revealed that a third of UK and German consumers used multiple channels when making recent purchases, with this rising to two in three for orders over £100.
This presents today’s marketers with a unique challenge. They need to deliver customer experiences that are coordinated across all channels, with personalised and relevant messaging and content.
Leading marketers must understand the value of these multichannel customer interactions and work towards ensuring seamless customer experiences.