EContent Magazine: Cognizant’s Assistant Vice President of Retail Consulting Talks About the Benefits of an Omnichannel Approach

“They [customers] expect omnichannel experiences where any given interaction may initiate in one channel and finish in another,” says Shannon Warner. Excerpts:

“While digital marketing remains important, it needs to capitalize more on digital customer touch-points as media consumption and ad spending shifts. Digital marketing should be treated as an integral part of a holistic marketing plan.

Digital publishers and electronic content providers need to jump aboard the omnichannel bandwagon sooner rather than later. [They] must take advantage of the massive amounts of data available to them to derive actionable insights. They need to leverage those insights to create hyper-personalized messages, product suggestions and promotions and to deliver the marketing to customers through the most effective channels at precisely the right times.

The days of winning customers’ attention through daily email spam, mass banner ads and newspaper circulars are over.”

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