Insights from the Adobe 2016 Digital Trends Briefing – based on a survey of 7000 marketing, digital and ecommerce professionals worldwide:
- 70% – Optimizing the customer journey across multiple touchpoints
- 63% – Ensuring consistency of message across channels
- 52% – Training teams in new techniques, channels and disciplines
- 43% – Using online data to optimize the offline experience
- 35% – Using offline data to optimize the offline experience
This is why Branding is more important than ever before. Build your brand and be consistent. And its not just showing your logo or using the right colours, it goes way beyond this; when done properly, Branding is a reflection of your organizations personality and tone of voice–be consistent with your promises in all communications and its different media.