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Wednesday, February 23, 2011

CMO's Must Connect the Dots of the Online Brand

Discover the Mishaps of Digital Channels. Learn More>>

ITworld

Forrester Whitepaper: CMO's Must Connect the Dots of the Online Brand

Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels - Web sites, mobile apps, online sales and customer service, and other smart touches - has often occurred in a piecemeal way. This has resulted in three potential mishaps:

1) Inconsistent brand experiences;
2) Poorly invested resources; and
3) The limited strategic impact of digital on the overall business.

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