Marketing has changed almost beyond recognition in the last decade. In an age of bigger and faster data, consumers are driven by knowledge and have more choices across an ever-increasing number of channels. More so than ever before, marketers must truly embrace a multi-channel mindset of sending the right message at the right time and through the channels consumers most prefer.
Meeting the demands of today’s omni-channel consumer requires a well-integrated offline and online marketing strategy. However, many marketers are limited to using lists from common data sources that provide zero competitive advantage across online channels. Data siloes across different departments can also hamper success. In fact, it’s not uncommon for different groups within the same department, such as social and digital marketing groups, to work with disparate systems of consumer data.
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