The days when companies could choose how and where to engage with their customers and prospects are a thing of the past. While ‘broadcast’ marketing channels like TV and print still have their place in the sales funnel, consumers are increasingly calling the shots, choosing the channels through which they wish to engage and when with the brands of their choice. If the brands are not in those channels, they risk missing out.
This channel fragmentation forms part of a bigger picture, in which customer experience has come to trump product and price as the key brand differentiator.
Click here to read the full article on Mobile Marketing where SAP Digital Interconnect's Meenal Prasad (Head of product management) and Mirko Benetti (VP, head of sales EMEA and APJ) discuss the changing nature of customer engagement and the complexity and implications of multichannel communications for intelligent enterprises.