Consumers don’t think about brand interactions in terms of channels, journeys and lifecycles. All that really matters to them is that they find what they want, their needs are met and their goals are achieved — at the exact right moment, of course.
That’s a tall order for brands to fill. If they succeed, the returns are many: Highly engaged consumers spend 300% more with a brand each year. If they don’t, customers simply won’t return: 82% of consumers worldwide have stopped doing business....