"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view.
Today's column is written by Mayur Gupta, global head of marketing, technology and operations at Kimberly-Clark.
Brands have as much of a chance of driving frictionless omnichannel consumer experiences as a Formula One race car driver trying to win a race on flat tires.
The very model and capabilities used to make the experience omnichannel and seamless is its biggest roadblock. We are trying to create connected experiences using a massively fragmented ecosystem spanning data and technology, agencies and media management, and organizational and operating models.
With all the disruption within the digital landscape putting the consumer at the center and in full control, the consumer has effortlessly become omnichannel while brands still struggle with being multichannel, at best.