This is a continuation of a series that previously featured John Nardone, CEO of [x+1]. On Tuesday we’ll post an interview on this subject with Bill Demas, CEO of Turn, and on Wednesday we’ll post an interview with Scott Howe, CEO of Acxiom.
AdExchanger: What are the client demands around connecting mobile devices with other consumer activity?
OMAR TAWAKOL: At the end of the day, there’s one customer and whether they’re coming through search, site or a mobile application or the store, it’s still one customer. The more [clients are] able to unify the knowledge of the customer, it’s much better service for that customer. And that’s a c-level mandate from our clients where they try to get an omnichannel strategy in place for 2014.
So what can be done? First thing we’re starting to see is offline to online linkages. That comes through various providers and that’s pretty standard. The linkage that’s more interesting right now is online to mobile. Now you’ve got a ring of three channels that are connected. We’re seeing and deploying two types of techniques to get online to mobile.