The recent onslaught of evolving commercial technology and the massive volume of data that has come with it has put the customer right at the center of everything. Customers are in control like never before and can make purchasing decisions at any time, through any channel. Herein lies an overwhelming challenge for the marketers driving enterprise brands. Companies must be prepared not only to understand customer behavior, but also to be ready to react and engage on the fly.
Read this whitepaper to find the answers to these common digital marketing questions:
- How should an enterprise structure itself to capitalize on its marketing and technology skill sets?
- Should this technology funded by the marketing or IT department?
- Should management of new tech resources be outsourced or handled in-house?
- Which internal team now “owns” the customer?