Let’s face it, Covid-19 and its associated risks and regulations have impacted the behavior of every consumer, and the tactics of every retailer, around the world. Customers who have always shopped in brick-and-mortar stores have moved online for the first time, while those who have always bought certain items online are e-shopping more frequently, if not exclusively. But, when restrictions allow, many people are relishing the chance to hit the high street to experience some form of normality!

There’s a lot of hype these days about omnichannel marketing and the importance of crafting a consistent customer experience across every platform. The fact is, though, that all channels are NOT equal when it comes to customer engagement. According to industry analysts Gartner, an Adobe 2018 Consumer Email Survey found that 50% of consumers named email marketing as their preferred brand communications platform, compared with a maximum of 20% who said they preferred any other channel.

Every marketer wants to be doing real-time, cross-channel personalized marketing, but achieving this goal has traditionally been difficult with marketing automation platforms. Now it’s finally possible!

The Holy Grail. Originally a title given to the cup used by Christ at the last supper, which has been much sought after but never found, this term has come to represent something extremely difficult – perhaps impossible – to find or get. For many years, marketers around the globe have been attempting to realize their own Holy Grail of ‘real-time, cross-channel marketing’, yet many have failed in this quest. Now, a marketing tool has emerged that promises to make this dream a reality: the Customer Data Platform.