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Forrester Study: Consumers Want Cross-Channel Engagement, but Companies Are Falling Behind
Attention, marketers: You’re falling behind your consumers.
A “huge disconnect” between consumer behavior and marketer behavior persists — thanks largely to CMOs who have not empowered their interactive marketing teams to deliver the consumer experience, consistent across channels, that people expect these days.
That’s the message of a Forrester Research report, “The Future of Interactive Marketing,” out today, and explained by Principal Analyst and Research Director Emily Riley. Consumers, Ms. Riley said, “expect the information about them to carry across a mobile, hand-held, call center, website — and that very rarely actually happens. They think that you, as a marketer, should know everything about them and be one step ahead of them in terms of addressing their interests and needs.”