In this use scenario, it is easy to understand that marketers must understand what role each site or tool plays in the digitalmarketing funnel, and it is almost impossible for any single site, no matter how large, to manage the whole process from awareness to purchase.
What we can all do as digital, social and marketing professionals is to work on making those bumps as minimal as possible by thinking twice before we act, and considering the role of real-time within our broader strategy.
We need to look at each channel holistically and mine the data to give consumers what they want: marketing content that is relevant, concise and consistent across the ever-expanding array of digital channels.