We can talk about “omnichannel marketing campaigns” and “360-degree customer experiences,” but if we’re being honest, these are still very much aspirational concepts for many brands. That’s because unifying the plethora of potential customer touchpoints into a singular customer experience — and having the infrastructure to support such an endeavor — requires an extraordinary alignment of brand strategy, customer experiences, data, technology, management and culture.
Not to mention that achieving this alignment is all the more difficult because it is as much about challenging organizational inertia as it is about the creative and tactical components of marketing.
