If anything typifies the ambitions of modern marketers, it’s the “O” word — omnichannel. We give much lip service to this common goal of engaging customers in seamless and timely experiences across touch points. But, in reality, it’s not so easy to enable these types of ubiquitous experiences across a large marketing technology stack, much less enhance it.
What’s required is a sophisticated use of data that reveals the attributes of real people along with the ability to take action on behaviors in real time. If you’re still focused solely on cookies or visitors, you are missing the larger opportunity to connect with customers and deliver the most relevant interactions.
