While these fi gures show that engagement priorities are shifting, marketers also understand the importance of integrating communications across all of these channels—not managing each independently—to deliver a more consistent and personalised buying experience to consumers. “Our go-to-market strategy is to win wherever people shop,” says Alex Tosolini, vice-president of global e-business at Procter & Gamble (P&G). “As more people move their shopping habits online, we want to be present when and where they want to make a purchase.” The goal for P&G and others is to establish and enhance direct, two-way relationships with their target consumers. Deeper relationships, CG.
