Published: 21 July 2016
This year, MCCM vendors strengthened their offerings with advanced analytics, event processing infrastructure and connections to programmatic advertising. As the complexity of MCCM engagements grow, marketers must weigh the risks of emerging tactics against their potential reward.
Marketers show interest in emerging channels, such as IoT; nearly 78% are researching, planning or piloting initiatives, and 22% are investing in active IoT deployments.
Despite their investments in innovative channels, marketers still consider established touchpoints such as web, social media and email to be their most effective channels.
Marketers continue to see mobile as a key channel for customer engagement, but they prioritize ads, search and the mobile web over sensors, beacons and other disruptive mobile tactics.
A small (10%) but growing contingent of multichannel marketers now organize their teams around customer personas rather than products or brands. Doing so
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