It’s safe to say retailers are aware that there’s more to digital selling than just creating a website. There are handfuls of social channels to manage, various types of devices to consider and an ever-winding path to purchase to follow.   These various touch points were the focus of a recent Nielsen study titled “Today's Empowered Shoppers and Opportunities to Reach them.” In it, Nielsen researchers said that the digital channel, of course, plays a big role in affecting the consumer’s...

The term “marketing automation” sounds like something that you can set and forget. Or, at the very least, it sounds like something that a tech-savvy intern can set up and monitor from time to time. As most folks know, however, that is definitely not the case.    Marketing automation isn’t something that can simply be put on autopilot. Instead, it’s something that must be carefully managed in order to increase brand awareness, enhance engagements and produce results. So what is marketing...