Roundtable: Engagement strategies tell customers what they want, not what they need
In association with Acxiom
MW: How do you separate the key parts of the customer purchase journey and prioritise marketing activity to influence it?
Sudesh Jog: Data is a double-edged sword. It promises so much but it can stop you from doing anything. We prioritise in the context of what is important to the business. Depending on who customers are and what their history is with us, they are going to have different journeys and outcomes. It’s a complex challenge.
Jane Honey: It’s a scramble of touchpoints and you have to be consistent with the brand to have traction. Read full story ›
Source: Marketing Week
