While digital technology and eCommerce provide opportunities for brands to approach and sell products directly to consumers, they can also lead brands into price and promotion war commerce.
This dilemma requires eCommerce merchants to secure a unique spot in the marketplace by unifying the brand and customer experience. By combining brand storytelling, effective creative content, performance media, data, and digital commerce, we are getting closer than ever to the future of omnichannel branded commerce: direct to consumers.
Customer data platform (CDP) - A CDP centralizes customer data from multiple sources and makes it available to systems of insight and engagement (Forrester).
As customer data platforms become the core of many businesses, CDP helps companies to unify and activate their customer data, through CDP, and related services.