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The Analytics Guide to Omni-Channel Marketing

November 22, 2017

For more than half a century, companies around the globe have lived and died by the four P’s: product, price, promotion and placement. Simply create a product, determine the price consumers are willing to pay for it, promote it with fanfare, and place it where customers will buy it and they will come. But the balance of power in the manufacturer/consumer relationship has shifted from the manufacturer to the consumer, forcing companies to rethink the classic marketing paradigm. Today, consumers own the brand relationship. The advent of social media, the proliferation of smartphones, tablets and other mobile devices, and access to limitless data regardless of location have created the always-on, connected consumer.

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