How we navigate the universe is decidedly omnichannel, so one digital platform or touchpoint does not bear more influence on customer purchases than another. Instead, how and why consumers engage and take action is tightly tied to their interests as individuals.
In 2018, brands will continue to crash into the wall of customer identity. Why? It will become clearer and clearer that content marketing programs organized by channel are often unproductive, inefficient and do not optimize results.
