With widespread use of mobile devices and social media, today’s consumers are connected and empowered like never before. Shoppers enjoy an abundance of channels and choices and increasingly expect a consistent and relevant experience across all touchpoints. They reward retailers that can deliver a personal touch and guide them to the products they want—and are quick to look to the competition if the experience is off-target and uncoordinated. This white paper explores the challenges that face retail chief marketing officers (CMOs) and their divisions. It outlines strategies and technologies to effectively market across digital and traditional channels to achieve strategic business objectives
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