As customers move to digital brand interactions in substantial numbers, they are finding that the differences between a customer experience based on 2017 technology and one built today are huge. The modern approach is driven by an integrated framework that provides a cohesive CX, to the extent of tracking and managing customer interactions. Using these fundamental constructs, it is possible to build a more compelling experience that will delight the customer and deliver for the brand. This is connected marketing.

Connected marketing can improve efficiency in a complex environment that has resulted from four disruptive forces: changed consumer behavior, a volatile market environment, the chief marketing officer’s dependence on alliances with other departments, and budgetary pressure.

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