Keeping up with cross-channel consumers

Consumers check their multitude of devices (everything from PCs to mobile) around 150 times a day, making decisions at each interaction. As a result, it can be hard to determine exactly where in the purchase funnel they are at any given moment. Current technology just can’t keep up. The old model, creating a siloed team to deal with each channel or platform, makes integrating marketing data across channels a nightmare. Attempts to bring in partner data are even more daunting.

At last month’s Digiday Retail Summit, BrightTag’s Jonathan Ricard discussed a new platform that helps track customer cross-channel engagements, making them relevant in real-time. “This is about understanding what your brand needs and putting the right technology in place to do that,” said Ricard.

More from Digiday

What TikTok’s e-commerce launch could mean for marketers and content creators

TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.

‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices

While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.

Digiday+ Research: Marketers said revenue grew in the last year, with more growth expected ahead

After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.