The changing marketing landscape
The most important factor affecting the way consumers are marketed to today is the digitalization of media and channels —and the resulting proliferation of customer touchpoints. While we’ve been professing the benefits of one-to-one marketing for well over a decade, only now are we beginning to fully understand its potential and find ways to, in fact, reach a state of customer centricity. There is a resurgence of excitement, innovation and focus on the marketer’s....