Thinking of all the individual moving parts, that marketing departments are responsible for, as a whole is not intuitive. As marketers we use words like touch points without really grasping the journey that the customer will go through. There are several reasons for this. Many marketers see their jobs as a series of tasks or executables. This shortsighted view makes seeing the bigger picture impossible.
Be The Brand’s Storyteller
However, this is just one obstacle. Even if you have a better sense of the mosaic of activities and digital assets in your marketing mix as a whole, the permutations are nearly endless. Ed Abrams, IBM’s VP Marketing for Midmarket, sees them in a holistic framework. He looks at it as the story of a brand.
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