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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