As customers path to purchase become more and more omnichannel, and also changes at a fast pace, businesses needed to find ways to streamline their own process. The current environment of gaining customers is no longer segmented into public relations, marketing and advertising.
The three worlds are now combined to create a single strategy that is supported by the traditional mindsets of these areas of business. Visually, you can see in this chart how a customer’s touchpoints cross many different job responsibilities.
(the above is a SmartInsights model)