Savvy businesses know that digital is the new normal—and with it—reaching consumers means developing and maintaining an omnichannel presence. With online stores and traditional providers vying for customers’ attention and loyalty, the stakes are higher than ever.
With customers in control and market forces out of their control, businesses need strong multichannel marketing strategies. Yet all too many are falling behind in delivering to their customers unique, personalized experiences across offline, online and mobile channels—experiences that create preference, and keep customers coming back. There are tremendous opportunities for organizations willing to do what it takes—from building new strategies and selecting the right enabling technologies to remaking the marketing function. For many companies, their very survival depends on making such changes.