Attributed to the rapid adoption of mobile and other technologies, the number of always-connected, never-in-one-place customers, which Forrester refers to as the ‘always-addressable’ customer, will account for 50 percent of all online adults,...
Alda Telles's insight:
To successfully engage the always-addressable customer, marketers need to throw out campaigns and align directly to the experience each customer wants. That means finding a way to understand, participate and bring value to the buyer’s messy weaving and bobbing. Forrester calls the new way – marketing orchestration – and defines it as:
“An approach to marketing that focuses not on delivering standalone campaigns, but instead on optimizing a set of related cross-channel interactions that, when added together, make up an individualized customer experience.”