Unfortunately, the demands of “always-on” customers have evolved beyond what today’s marketing tools can handle.
At the heart of the problem is current martech stacks and processes that center around channels, rather than people. When customer experience decisions for a specific channel use only data from that specific channel, it’s no wonder that interactions across channels are disjointed. But when we flip the order to focus on the customer and use a 360 customer view to create unique cross-channel experiences around them, the experiences become seamless, delightful, and work to intuitively guide customers down the path to purchase.
