The number of consumer touch points is growing exponentially. Mike Herrick believes that for brands to keep up, they should rethink their marketing technology stacks. He cautions assumptions that mobile is a template for the post-mobile age. It’s not.
Source: Martech Today, November 29, 2017.
The truth, says Herrick, is that post-mobile computing will be an infinitely complex environment. That experience requires an open-ended, open-system approach. It requires companies to think differently about architecting their marketing and communication stacks for the future.
Also see: Get real about omnichannel marketing, Martech Today, November 29, 2017
INSIGHTS: Companies that get this wrong will offer disconnected experiences to consumers. As tech gets more embedded into the customer experience, marketers must live by the mantra of “serve before you sell.”
Keeping up with technology will be difficult for the traditional independent veterinary hospital or retailer but the “serve before you sell” mantra already fits their business strategies. Engaging help from suppliers, third party platforms and trade associations will be important. Hiring tech persons for dual roles in the business may prove valuable as technology races forward.