Retailers and marketers understand the importance and potential of multichannel marketing, but implementing it is the hard part.
According to Nicholas Kontopoulos, global head of fast growth markets & marketing innovation, SAP hybris:
The challenge is to strategically collect, consolidate and use customer data, including real-time signals, in a way that is still not typically being captured today.
He says only a minority of marketers currently have the capability to capture customer intent and deliver real-time, behavior-based marketing across all channels…
