Consumers are not only channel-hopping. They are engaging in complex web-based journeys before buying.
There’s a dexterity that consumers have today that is forcing companies to rethink their entire enterprise. The new consumer capabilities demand that companies integrate their digital presence with traditional outlets and channels.
Companies that try to leverage their digital presence to increase brand exposure face confusion with regards to roles and responsibilities; they face internal competition between digital and traditional channels; and they face the challenge of creating an integrated brand identity that looks as if it were created by a single hand.
The key is to understand the business drivers; to engage customers in ongoing relationships through rich online experiences; and to create a culture where digital and traditional channels aren't in competition but collaborate to generate accretive growth.