‘Why senior marketing leaders need to make a single customer view their top priority, right now’ – ‘Experian Marketing Forward’ Blog

Ashley Johnston says, “No consumer wakes up and says, “today I am going to be a mobile shopper.” Consumers don’t think in channels. Despite understanding the agnostic consumer environment and having an overwhelming array of data and technology at our disposal, marketers continue to take a very wide-angle approach when targeting consumers.

A broad level of segmentation used to be enough for a brand to stand out, but as consumers increasingly express their individuality, they expect brands to interact with them on a more personal, one-to-one level.

Research from The 2015 Digital Marketer Report revealed that marketers around the world named the lack of a single customer view, their company’s current technology and organizational structure as the top three barriers to cross-channel marketing“.

Why senior marketing leaders need to make a single customer view their top priority, right now

‘Experian Marketing Forward’ Blog