Are You The ‘Missing Link’ Between Brands and Retail?


A newly released study from the CMO Council, which represents the nation’s leading marketing executives, concludes that the strength of the entire “omnichannel experience” may lie in the last mile of the journey, where customers are choosing to transact, as well as in local retail partnerships and touch points.

The study, “Omnichannel’s Missing Link,” conducted in partnership digital marketing intelligence firm Netsertive, finds that marketers “almost unanimously agree that delivering an omnichannel experience is central to future business success.”

The challenge lies in identifying and optimizing critical local experiences that are so often at the center of the customer-defined experience.

Could such local experiences involve your media properties? The opportunity is there, but gaining the trust of marketers is a huge task.

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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.