Most marketers “get” that services like Facebook, Google and media are where customers can be attracted and engaged. They use email marketing and advertising to promote offers to convert and life is good.
At least that’s how it used to be.
The reality is that customers are becoming more complex, requiring more points of contact and information as they move through the sales cycle. Companies offering up single, direct channel promotions are finding it increasingly difficult to compete.
This is why I’m such a big advocate of taking a customer-centric view and then integrating tactics so brands can become the most logical solution when and where it matters most to buyers.