The increasing trend of growth in online shopping clearly points out to the fact that marketing strategy cannot be limited to any one channel. Data backed digital marketing is growing at a very fast pace. Engagement with the consumers is a vital channel that several retailers are ignoring. Digital presence can be one great way of minimizing this gap. Such presence even prevents channel blindness as brands can capture real time business intelligence using online metrics. This will provide better information on aspects such as buying behaviour, spending levels, engagement index or demographics. SaaS platforms are enabling increased amount of customer integration in the planning as well as implementing stages. They are providing support services such as emails, SMS or push notifications.

Source:http://www.marketingtechnews.net/news/2016/dec/22/building-integrated-customer-engagement-strategy/