Can organizations measure up to the integrated infrastructure of a consumer’s mind, where thought processes are dynamic yet interconnected, and decisions can turn on a dime? If so, what will it take?
Today, a host of technologies support a consumer’s journey from anonymous browser to engaged buyer: social media, paid search, content management systems, e-commerce and customer database, to name a few. All are intertwined, integrally connected to support one goal: conversion. There’s just one problem: Today, most companies do not have an integrated technical infrastructure to support that journey without interruptions.
Too many brands select platforms based on only one aspect; consequently, one system focuses on product information, another on loyalty and yet another on purchase. Integrated platforms can support multiple brands, languages and geographies, not to mention a multitude of channels including the Web, e-mail, mobile and more.