- CIO, Friday, February 19, 2016 8:01 AM
CIO asks this question as marketing has shifted from a primary focus on brand awareness and lead generation to the convergence of acquisition and retention capabilities across the entire
customer lifecycle, from the moment a potential shopper searches online to years after they swiped their credit card. Marketing is now "at the confluence of action/conversion strategies pre-purchase
and marketing/CRM strategies post-purchase," Rusty Warner, a Forrester analyst who specializes in marketing technologies, tells
CIO. To achieve long-term customer relationships companies must
focus on cross-device identity resolution. “Companies need to match anonymous with known customer profiles and make sure they are consistent across various touch points,” he says.
“There is far more effort put into ensuring those technologies integrate and play well together.” The challenge remains integration between inbound and outbound as well as digital
and offline turns out to be a seriously difficult puzzle that companies are valiantly trying to solve.
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