Nikki Gilliland says, “Joining up marketing channels is not a new concept – Econsultancy used to run an event called JUMP based on exactly this theme (first held back in 2012).

The idea of providing a consistent and connected customer experience across marketing touchpoints has been mainstream for at least five years.

However, recent research from Econsultancy shows that 70% of marketers in Asia Pacific have either little management across touchpoints or completely siloed delivery.

The report – Understanding the Customer Journey in Asia Pacific, in association with Emarsys – also provides evidence that marketers’ biggest challenge is a lack of collaboration within organisations”.

Understanding the customer journey: 70% of APAC marketers admit little channel integration


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