Today’s consumers are hyper-connected, constantly interacting with brands across laptops, smartphones, tablets and other channels. They are also demanding, smart, and fickle, with high expectations for how brands should treat them.
Yet the path to purchase has never been more confusing or intricate. Marketers operate in a complex digital ecosystem that is constantly evolving, with new devices, technology platforms, vendors and channels emerging every week. Signal’s own clients work with an average of 17 vendors providing solutions ranging from email to display to search to analytics – and research shows that some brands utilize as many as 30 distinct marketing toolsets. All this fragmentation makes it difficult for marketers to see the whole customer journey and provide a consistent consumer experience across devices and channels.
Signal was created to help brands create smarter, closer relationships with customers. Marketers need to connect their engagement data to close the gap with always- on consumers. You don’t want to build your marketing programs on top of a platform that makes it hard to connect the dots. To help brands know their customers better, we’ve developed this short guide to explore the important subject of open platforms. Read on to learn more about how open platforms can help you act on everything you know about your customers – without restrictions or dependency on any single gatekeeper.