This all goes back to being congruent in your marketing. As I’ve said before, the experience you provide customers must be congruent across all of your different marketing channels: TV, radio, print, search, social etc. It’s not enough to just make sure you appear to be congruent, you have to make sure that every employee is on the same page. If you claim to “try harder” then you’d better walk the walk!
You can get the full report from Forrester Research.