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Today’s customers want more than anonymous, one-size-fits-all transactions. They expect you to provide experiences relevant to their situation, needs and preferences, and they expect it to be delivered in real time, across channels and devices. In fact, customers themselves are already thinking differently about the way they engage with brands. Increasingly, consumers are willing to provide personal information in exchange for personalized offers.

As communications become more one-to-one and immediate, people also expect a response within five minutes of contacting a brand via social media. Instead of siloed, disjointed contacts across channels, marketing interactions must be seamless and consistent no matter how they’re delivered, whether email, web, call center or the smartphones they check 150 times each day.

Marketers are already working quickly to meet this demand by orchestrating and automating real-time, personalized, omnichannel marketing strategies across inbound touch points. When done right, these more meaningful interactions can truly transform the customer experience. Some of the initiatives we’ve been working on, for example, include:

Continue reading at AdAge.com