Customer Journey Marketing
This article is part of a series of articles on marketing along the customer journey. Read more.
"Help – my brand is getting really fragmented" was a plaintive cry from clients in Cannes this year. It was a point made by the eminently listenable Keith Weed of Unilever in his annual address. The anxiety caused by the increasing complexity of the channel landscape was also palpable in debates on targeting and personalisation.
I'm going to stick my neck out. Brand owners and strategists can turn complexity into advantage by putting consumer journey or, probably more...