It’s 2014 and while the economy continues to show signs of growth, organizations remain tasked with achieving greater profits and brand loyalty from their customers. But loyalty is a journey and can only be achieved when the brand can interact with the customers in ways that they prefer and can dynamically adapt to their changing needs in real time.
In the coming year, marketers can expect to see increasingly connected customers become even more particular about the kinds of information that they receive, when they receive it and through which channel.
In a 2013 study, Forrester Research claims that the benefits of the marketing funnel are no longer valid since the complexitya of the customer journey mandates that marketers embrace 21st-century consumer behaviors. Forrester advises that the marketing efforts in the new model will better influence that behavior, result in better data, and provide the platform for superior experiences and better business outcomes.