A successful marketing approach in today’s environment looks across the whole business; from people, to processes and products,
in order to customise a solution to align systems, services and customer touchpoints. This is crucial in order to make the consumer’s experience of the brand seamless and consistent across all channels.
Marketers need to place more emphasis on defining and operating holistic experiences. They are good at optimising new additions to the marketing toolbox, but they need to optimise them across all channels and devices. Consumers today skip across devices and digital engagement channels in seconds. That’s why marketers need to think holistically about how they serve prospects and customers. The technology needs to be stitched together to match consumer expectations.