This white paper, produced in partnership with the Interactive Advertising Bureau, will explore the origins and likely evolution of omnichannel customer engagement strategies. Based on an intensive primary research effort, it will demonstrate that:
- Interest in the omnichannel approach is surging across virtually all segments of the marketing ecosystem, with 91.7 percent of panelists agreeing that such strategies drive “real value,” and 82.4 percent saying they intend on investing in the same in the near future
- While omnichannel strategies stand to deliver a host of rewards that span marketing applications, panelists said they expect the brand identity and recognition benefits of such an approach to be the most significant of all—outstripping even clear performance gains such as “higher . . .
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