The recent explosion of social media and mobile has introduced two more channels into the marketing mix, reinforcing the concept known as cross-channel marketing. Lori Schaffer, co-author of Branded! How Retailers Engage Consumers with Social Media and Mobility, discusses with Bruno how consumer oriented industries are leveraging social media and mobility with existing channels; blurring the lines between each and making it a seamless and consistent experience for consumers. This growth in channels also contributes to the growing amount of structured and unstructured data that companies must mine; reinforcing the need for business analytics in an effort to better understand what customers want. Watch the video to learn more!
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