Brands are being sold the promise of omni-channel marketing. With a top-notch omni-channel platform/provider and minimal effort (self-service!), we are told that we will be able to converse with our target customer (let’s call her “Jane”) as she snaps a picture of our latest product on her phone, researches it online, goes to our website, is retargeted across the web (desktop and mobile), is linked with us on social media, and is ultimately moved down a sales funnel until the purchase is made. The digital promise finally realized! Or is it? While plausible in theory (and on a PowerPoint), in practice it isn’t so simple to accompany Jane on her journey.
A vision yet unrealized
The omni-channel “vision” in which communications are relevant at every touch point is not yet realized for several reasons. First, customer-relationship-management data is not yet fully unified, and
Article source: http://www.adweek.com/socialtimes/email-and-social-media-marketing-making-crm-data-actionable/642570
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