This article was originally written by Greg Kihlström for Forbes. View the original article here.

Customers increasingly appreciate personalized experiences and are growing to expect them across all of the online and offline channels they engage with brands on. Companies that understand and embrace this are increasingly approaching their marketing and customer experience from a fuller customer journey perspective, as opposed to interacting with their customers using a more traditional marketing campaign approach.

In this article, I’m going to highlight some of the ways that marketing from a journey orchestration approach differs from a more traditional campaign approach and why this can be beneficial to both brands and their customers.

This article was originally written by Greg Kihlström for Forbes. View the original article here.