Consistent, seamless customer experience management involves a high degree of complexity, including large product portfolios, many touchpoints and multiple channels.
Consumers expect a consistent customer experience, consistent products, consistent prices, consistent search and consistent advertising.
To manage this complexity, new approaches to customer insights and digital marketing are needed.
And marketing is changing radically.
According to a study by Adobe, European marketers are seeing rapid change and the need to reposition themselves.
However, organizational obstacles are slowing down the change.

Hybris, the market leader in multi-channel management, markets one of the most comprehensive e-commerce platforms for online and offline channels.
SAP, the leading provider of business solutions, acquired Hybris in August 2013 and linked it with existing services.
By integrating the SAP HANA in-memory database, one of the fastest databases, huge data sets can now be analyzed in real time across various sales and communication channels (online, offline and mobile).
In March 2014, SAP and Adobe (the market leader in digital marketing) entered into a strategic partnership.
Since September 2014, the Adobe Marketing Cloud has offered a combination of the Hybris platform with HANA technology.
Companies can now analyze large volumes of data and business processes in real time from all communication and sales channels.
This enables marketers to create personalized customer interactions and a seamless, consistent, cross-channel shopping experience.
It’s a new dimension of marketing based on real-time insights, real-time interactions and real-time execution.
Third-party channels and systems can be integrated into the Adobe Marketing Cloud (including television, print, public relations, events, search, display advertising, email campaigns and social media).
Via GPS and the iBeacon Apple indoor location system introduced in 2013, the user’s location can be retrieved via the Adobe Marketing Cloud in order to place location-based advertising.
In September 2014, Adobe and the Publicis Group entered into a strategic partnership with Adobe Marketing Cloud.
The technology is now available to all agencies in the Publicis network and their customers.
The Publicis Group’s always-on platform creates a cross-agency data layer that is unique in the advertising industry.
The aim is to provide clients with a consistent, seamless and effective experience.

An almost identical agreement to the partnership between Adobe and Publicis.
With the partnership between WPP and IBM in December 2014, the three largest advertising networks took the step towards insight-driven marketing.
Creating a consistent brand experience and targeting specific groups and individuals has never been easier.
Such tools and partnerships offer effective and efficient opportunities for the marketing of tomorrow.