Customers, Channels and Horseless Carriages
How digital is fundamentally changing traditional approaches to the marketplace
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The issue isn’t just about labels; it’s about a fundamental change in the marketplace in which channel-focused companies are unable to respond efficiently and effectively to changing customer expectations and behaviors. Today’s customer-centric marketplace is driven by the right engagement at the right time and place, as well as critical “moments of truth.” In other words, there are often fleeting opportunities that can no longer be defined and controlled by marketing calendars, media plans, in-store programs or channels.
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Steve Duesbury
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