Not very long ago, both social media and e-commerce were new and innovative. Now, they're simply elements of today's marketing mix -- part of the fabric of how you reach your customer engagement and revenue objectives.

During the slow economic recovery, it has become business-critical to conduct more business using digital channels: websites, social media and email. The online channels are not exclusive to commerce, as more customer service transactions are flowing through these channels. If channel management is piecemeal -- that is, if the customer experience is not delivered in a coherent manner -- then the brand can become diluted and suffer.

Technology advancements have made it possible to build an online presence that ties your website together with commerce, enables social dimensions to help you better engage customers, and gives you the opportunity to better upsell and cross-sell your products -- while servicing customers with the knowledge that you are delivering a compelling and complete customer experience.

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